Off-beauty, the beauty outlet chain under Daemyung Chemical Group, is rapidly expanding its offline footprint and launching delivery services via Coupang Eats, signaling a strategic push to capture both in-store and online demand. For overseas buyers and distributors, this move highlights a growing channel for discounted beauty inventory and a potential new route to market in South Korea.
Rapid expansion and delivery launch
Off-beauty began offering delivery from 14 directly operated stores nationwide, including Seoul and Busan, through Coupang Eats on March 11. Consumers can order approximately 4,000 products via the app. A two-week discount promotion runs until March 24. The company plans to grow from about 40 stores currently to 70-80 in the medium to long term, having opened its first store in May last year.
Beauty outlet model and group support
The chain operates as a beauty outlet, buying excess or strategic inventory from brands and selling at discounts up to 90%. Its parent, Daemyung Chemical Group, owns fashion brands like Malbon Golf, Matin Kim, and Kirsh, as well as logistics firm Rozen. Off-beauty signed a logistics MOU with Rozen in February, aiming to improve efficiency and delivery competitiveness. The group also operates 20 Moda Outlets, seven of which host Off-beauty stores, driving cross-traffic.
Financial performance and market positioning
Off-beauty's operator, Q&DB International, reported 2024 consolidated revenue of KRW 97.4 billion, up 40.1% year-on-year, with operating profit doubling to KRW 11.3 billion. The company has appointed actress Shin Ye-eun as its model and expanded advertising on TV and YouTube to boost brand awareness.
Competitive landscape and challenges
Off-beauty faces competition from Daiso, which has strengthened its beauty segment since 2021 with a uniform pricing strategy, and CJ Olive Young, the dominant H&B player. While Olive Young focuses on full-price sales of well-known brands, Off-beauty targets value-conscious consumers with discounted inventory from lesser-known brands. An industry insider noted that consumers increasingly seek high satisfaction relative to price, making it crucial for Off-beauty to consistently offer quality, trendy products at low prices.
What buyers should watch
Off-beauty's growth trajectory and group logistics synergy present opportunities for brands with excess or strategic inventory to access a fast-growing discount channel. However, the chain's reliance on low-price positioning and competition from established players like Daiso and Olive Young will test its long-term viability. Overseas suppliers should monitor Off-beauty's expansion pace and its ability to maintain product quality and trend relevance.
Source: Read the original report | Published: June 12, 2026