[비즈한국] Amidst high inflation, Daiso is broadening its consumer base by prioritizing cosmetics priced at 5,000 won or less. Growing feedback that the products offer decent quality for the price, combined with word-of-mouth success for certain items, has led to an expanded buyer demographic.
Around 1:00 PM on the 21st, the beauty section at the Daiso store near Myeong-dong, Seoul, was bustling with people picking out products. Those visiting the store that day held lip products, basic skincare items, and sun care products in their hands, comparing prices and ingredient lists. Some were even checking notes they had written in advance to find specific items. In addition to people in their 20s and 30s, middle-aged customers, male shoppers, and foreign tourists were also visible. A woman in her 30s surnamed A, who was choosing cosmetics at the store that day, said, "I bought something once at first because it was cheap, but after using it, it wasn't bad, so I buy them often now."
Daiso Beauty is growing rapidly. Sales in the beauty category in 2025 increased by approximately 70% compared to 2024. Sales from January to April of this year also rose by about 30% compared to the same period last year. The number of brands and products sold has also expanded. From around 60 brands and 500 products at the end of 2024, the beauty offerings grew to about 150 brands and 1,420 products by the end of 2025, and as of April 2026, they have expanded to roughly 170 brands and 1,900 products.
The consumer base is also widening. According to Daiso membership data, the cosmetics sales share by age group in 2025 was about 21% for those in their 20s, 24% for those in their 30s, 29% for those in their 40s, and 18% for those in their 50s. While 20- and 30-somethings were the main customer base in the past, the buyer demographic has recently extended to those in their 40s and 50s.
The rapid growth of Daiso Beauty is largely due to its low prices through a fixed-price policy. Daiso sells all products at six price points: 500, 1,000, 1,500, 2,000, 3,000, and 5,000 won. Beauty products are no exception. This allows consumers to try products without financial burden. In fact, shoppers met at the Myeong-dong Daiso store that day cited the affordable prices as their primary reason for purchasing Daiso beauty products.
Consumer feedback that the quality is "not bad" has also influenced its spread. Reviews and recommendation videos using Daiso beauty products are consistently uploaded to social media. Some posts have garnered high view counts, attracting significant attention. Because the price is low, a trend has emerged where people share products they liked with others after trying them. B, a regular user of Daiso beauty products, said, "Friends share good products with each other. Sometimes they send me products they saw on social media, or we recommend them after trying them ourselves."
Certain products becoming "hot topics," like the 'VT Reedle Shot,' also fueled interest. By launching products that are usually expensive at under 5,000 won, they received an explosive response from consumers. Recently, as major cosmetics companies like Amorepacific and LG Household & Health Care have released products exclusive to Daiso, the anxiety surrounding low-priced cosmetics is also diminishing.
Brands entering Daiso see the growth of Daiso Beauty as an opportunity. Because the price point under 5,000 won lowers the barrier to purchase, and as the Daiso beauty market grows, the number of consumers exposed to their brand products increases. A representative from a beauty brand at Daiso said, "We view it positively because the growth of Daiso Beauty helps increase brand awareness, and there is a possibility that it could lead to the purchase of full-sized products later on."
Daiso's expansion of its beauty product line is expected to continue. Asung Daiso explained, "We plan to continue introducing various brands at fixed prices so that consumers can continue to enjoy high-quality beauty products without any burden."
Due to Daiso's influence, the mid-to-low-priced cosmetics market is also expanding. E-Mart and Lotte Mart have also been broadening their product lines since last year by introducing 4,950-won fixed-price cosmetics. As consumers continue to reach for products that lower the financial burden, competition for mid-to-low-priced beauty products among retailers is expected to continue for some time.