Sold Out, Sold Out, Sold Out... "Daiso, Cosmetics Completely Changed and Suddenly Popular"

Strengthening Cosmetic Brands... Operating 19 Brands
'VT Leadshot' and 'Tag Cushion' Often Sold Out
Affordable Prices and Well-Known Brand Presence Effective

Daiso, a household goods store, is transforming into a ‘cosmetics paradise.’ By continuously bringing in well-known beauty brands, it is gaining attention as a cosmetics department store for the so-called ‘Jalpa Generation’ (those born in the mid-1990s and later).

On the afternoon of the 25th, at a Daiso store located in Gangnam-gu, Seoul, only a product illustration was left in the spot for ‘VT Liddleshot.’ When rummaging through other products in front of the display, an employee said with a smile, "If you’re looking for Liddleshot, it’s not available right now," adding, "I come here several times a day and ask, so I know what people are looking for." When asked when the product would arrive, the employee replied, "I think it will be around the end of the month. They even prepared a spot like that, so it should be coming soon."

A Daiso store located in Gangnam-gu, Seoul. The VT brand display corner for the 'VT Little Shot' product is completely empty.
Photo by Minji Lee

The ‘VT Liddleshot 100/300 Facial Boosting First Ampoule’ is a product recently gaining significant attention on social media and YouTube. This product was launched by the beauty company VT Cosmetic and was previously famous as a home care product at the cosmetics multi-shop Olive Young. The reason this product is gaining attention again is that while a single bottle (50mL) used to be sold for over 30,000 KRW, Daiso is offering 12mL (2mL*6 units) for 3,000 KRW. Although the ingredient ratios are not exactly the same as the original product, positive reviews about its effectiveness have continued, and the initial stock sold out within two weeks of its release (on the 9th of this month).

Daiso’s cosmetics are attracting attention not only because of their price but also because a variety of well-known brand products are being sold. In the past, there were many unknown brands, but now companies that are present in cosmetics multi-shops are also entering Daiso. Starting with Nature Republic’s ‘Sikmulwon’ in April last year, Daiso currently operates a total of 19 brands including JM Solution, Danahan, Dongkook Pharmaceutical’s ‘Madeca21,’ Lindsay, Able C&C’s ‘A’Pieu,’ Too Cool For School TAG, Clio’s ‘Twinkle Pop,’ Cho Sung-ah Beauty brand ‘Chochoslab,’ and Innel Cosmetics’ ‘Ipkn.’ Thanks to Daiso’s fixed price policy (500 KRW, 1000 KRW, 1500 KRW, 2000 KRW, 3000 KRW, 5000 KRW), any product can be purchased for under 5,000 KRW. For teenagers and early 20s students with limited budgets, Daiso serves as a ‘second Olive Young’ and a department store.

The Daiso store located in Sadang-dong, Dongjak-gu, Seoul, sold out all of its tag cushion products, making it impossible to find the actual items.
[Photo by Minji Lee]

As consumer interest in Daiso grows, beauty companies are gaining new opportunities to promote their brands. Too Cool For School, known for its shading makeup, recently introduced the ‘TAG’ brand products exclusively through the Daiso channel. This brand launched TAG cushions and eye palettes in 2021 but did not receive much response. However, this time, by releasing the ‘TAG Cover Cushion (3,000 KRW)’ as a Daiso-exclusive brand, it is receiving praise from consumers as an ‘all-time best value product.’ In fact, at another Daiso store visited on the same day, the TAG Cover Cushion products were all sold out. An employee at that store said, "As soon as the products arrived three weeks ago, they all sold out, and now they are unavailable," adding, "Not only young students but also people in their 50s and 60s ask when it will be restocked because they like this cushion."

Thanks to this influence, sales of Daiso’s basic and color cosmetics have increased by about 160% compared to the previous year from January to August. A Daiso representative emphasized, "The expansion of the home beauty market due to COVID-19 made us realize the need for cost-effective cosmetics," adding, "We will continue to strengthen brand entries."