How Daiso Became the Unexpected Battleground for Korea’s Budget Beauty Boom Beauty meets affordability in Korea’s hottest new retail space In recent years, the Korean beauty industry has witnessed a surprising yet powerful shift in consumer behavior — a growing demand for high-quality beauty products at ultra-affordable prices. And at the heart of this transformation is none other than Daiso, Korea’s beloved discount retail chain. What was once known primarily for selling inexpensive home goods and stationery has now become a strategic testing ground for major cosmetic companies. With over 1,500 stores nationwide, unbeatable price points, and unparalleled accessibility, Daiso is rapidly evolving into a serious player in the beauty space — and brands are paying close attention. Big Beauty Is Going Small — On Purpose https://www.econovill.com/news/articleView.html?idxno=703110 Top-tier companies like Amorepacific, LG Household & Health Care, and Aekyung Industry are now creating exclusive product lines tailored specifically for Daiso shelves. These aren’t just repackaged versions of existing products — they’re fresh, purpose-built collections designed to meet the growing demand for value-driven beauty without sacrificing effectiveness or style. Why Daiso? The answer is simple: in an economic climate where consumers are tightening their budgets, affordability no longer means compromise — it means opportunity. For major beauty players, Daiso offers a rare chance to experiment with product concepts, collect real-time feedback, and expand reach among younger or price-conscious consumers. Let’s take a closer look at how each company is navigating this unique space. Amorepacific: Affordable Innovation at Its Best https://design.amorepacific.com/work/2024/mamonde/mimo-by-mamonde-brand-design/ Amorepacific has been at the forefront of Daiso’s beauty boom, launching multiple exclusive lines that have quickly gained popularity. It all started with “MIMO by Mamonde,” a minimalist skincare line that blends gentle formulas with sleek, budget-friendly packaging. MIMO struck a chord with consumers almost instantly — selling over a million units in just four months — thanks to its presence on social media platforms like TikTok and Instagram. Riding on this success, Amorepacific introduced “Play 101” under its Etude brand, a makeup collection specifically aimed at beginners and younger users looking for easy-to-use, affordable options. The launch was met with positive reviews, especially among students and first-time makeup users. For men, Amorepacific rolled out “Prep by B.READY,” a grooming line with practical, clean-cut products tailored to daily use. Through these diverse offerings, Amorepacific is not only testing product-market fit in a budget-conscious environment but also building brand loyalty among new demographics. LG Household & Health Care: Blending Science with Accessibility https://www.wishbucket.io/items/3239031 LG Household & Health Care has also been quick to capitalize on Daiso’s momentum. Its “Carezone Plus” and “CNP by OD-TD” lines offer accessible skincare solutions based on dermatological expertise, targeting consumers who want proven results at a fraction of the price. One standout hit has been the CNP Spot Calming Gel, which gained traction online for its effective acne treatment formula and instantly recognizable packaging. The product’s popularity on Daiso’s official online store helped drive even more foot traffic to physical locations. In a smart move to diversify further, LG also introduced “Innerview by Re:tune,” an inner beauty brand that includes collagen and skin supplements, tapping into the growing demand for ingestible beauty solutions. This expansion shows LG’s intent to cover both topical and internal wellness — all under a single, value-first retail umbrella. Aekyung Industry: Gen Z's Affordable Beauty Playground https://www.pharmnews.com/news/articleView.html?idxno=261740 Aekyung Industry has taken a creative and bold approach to Daiso beauty, targeting Gen Z with two exclusive brands: “Twoedit” and “Vlei.” Twoedit is a trend-forward makeup line that quickly gained traction with viral products like the “Triangular Zone Eyeliner,” which sold over 230,000 units and became a TikTok and Instagram favorite. Its packaging, textures, and color schemes are all tailored to what young consumers love most — affordability, aesthetics, and shareability. Meanwhile, Vlei focuses on scented body care, with solid perfumes and body mists inspired by the natural elements of places like the Namib Desert. These are positioned as casual, everyday essentials that blend subtle fragrance with modern packaging — all at Daiso prices. By building products that speak directly to young consumers’ tastes and values, Aekyung is not only creating buzz, but also cementing brand awareness that could last long after the first purchase. Daiso: From Discount Retailer to Beauty Powerhouse What’s remarkable about this shift is how Daiso has quietly become a key platform in Korea’s beauty ecosystem. It’s no longer just a place to pick up snacks and storage bins — it's a hub for trend discovery, especially for students, young professionals, and savvy beauty lovers who want to experiment without breaking the bank. The rise of Daiso-exclusive beauty lines also reflects broader market trends: slower beauty consumption, greater demand for cost-effective alternatives, and the blurring of lines between premium and mass-market offerings. For companies, the platform offers low-risk, high-reach exposure, while for consumers, it provides accessible innovation in a time of financial uncertainty. As Korea’s beauty landscape continues to evolve, Daiso is proving to be much more than a discount chain. It has become a new battleground for budget beauty, where innovation, accessibility, and consumer engagement intersect. With brands like Amorepacific, LG, and Aekyung leading the charge, the future of affordable K-beauty looks more vibrant than ever — and you don’t need to spend more than a few thousand won to be part of it. 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