'Daiso, a "Beauty Hotspot," Teams Up with Major Cosmetics Companies to Triple Sales in the First Half of the Year'

Amore·LG Household & Health Care Sub-Brand Products Enter
Riddle Shot and Others Experience Sold-Out Frenzy
Sales from January to July This Year Surge 217% Year-on-Year

Daiso, a specialty store for uniform-priced daily necessities, is expanding its lineup of beauty products, including skincare. Some popular products have even caused sell-out frenzies. As Daiso's influence in the beauty category grows, major cosmetics companies such as Amorepacific and LG Household & Health Care have also started supplying products to Daiso.

According to the distribution industry on the 12th, Amorepacific launched a new skincare brand, 'Mimo by Mamonde,' on the 5th and began selling it at Daiso. Mimo by Mamonde introduced two lines: 'Rosy-Hyalon' and 'Peony-Tinol.' The product range includes toner, cream, ampoule, cleansing foam, and more, all priced under 5,000 KRW in line with Daiso's pricing strategy.

Amorepacific Mimo by Mamonde model promotional image.
[Photo by Amorepacific]

This is the first time Amorepacific has supplied beauty products to Daiso. Previously, Amorepacific only sold products from its body care brand 'Happy Bath' at Daiso.

Another major cosmetics manufacturer, LG Household & Health Care, has also been selling a new brand (CNP bye od-td) at Daiso since this month. CNP bye od-td is a trouble care specialized brand jointly developed over nine months with beauty influencers. This brand offers six types of products, including gel cleanser, cream, and serum.

VT Cosmetics' basic skincare brand, Riddleshot, also gained popularity through word of mouth after entering Daiso in October last year. Riddleshot uses microneedle technology. The principle is that the needles create tiny wounds on the skin, allowing the active ingredients of the cosmetics to be absorbed. While Riddleshot products are priced in the 30,000 KRW range for 50ml sizes, Daiso sells six individually portioned 2ml stick-type products for 3,000 KRW.

In addition, brands such as M Factory, Medipeel, and A'PIEU are selling beauty products at Daiso. As of July, there are 47 beauty brands in Daiso, offering a total of 346 products.

As Daiso's beauty category products gain popularity, sales are rapidly increasing. According to Daiso, sales of beauty products (basic skincare + color cosmetics) from January to July this year increased by about 217% compared to the same period last year. This means sales nearly tripled in just over a year. Among these, basic skincare sales growth was particularly notable at 238%. Looking at annual figures, last year's sales growth rate for beauty products increased by 85% compared to 2022.

The number of beauty brands entering Daiso is expected to continue increasing. Recently, the number of new beauty brands entering Daiso has surged. The number of new beauty brands entering Daiso increased significantly from 7 in 2022 to 20 last year. This year, up to July, 20 new brands have entered, reaching a similar level to last year in just seven months.