Premium Brand Silk Therapy Now Available at Daiso
All Products Priced Under 5,000 Won
"Daiso is really unbelievable"... Online Reactions Heat Up
The entry of the high-end premium haircare brand "Silk Therapy" into domestic Daiso stores has become a hot topic. Products that were typically sold for between 20,000 and 40,000 won are now available at Daiso for under 5,000 won, sparking talk of a "value-for-money shock." It is being evaluated as a move that precisely targets consumer trends prioritizing rational spending and the desire to experience premium brands at affordable prices. As Daiso accelerates the introduction of power brands, changes are expected in the landscape of the domestic retail industry.
"A 40,000 won product is just 5,000 won at Daiso"
According to Daiso on September 29, haircare products from LG Household & Health Care's brand "Silk Therapy" have recently begun to be sold at Daiso. The newly introduced products include five items: "Silk Therapy Silk Keratin No-Wash Treatment 60ml," "Silk Therapy Silk Keratin Ampoule Essence 25ml," "Silk Therapy Silk Keratin Ampoule Treatment 150ml," "Silk Therapy Heat Enhancer Hair Milk 35ml," and "Silk Therapy Heat Enhancer Treatment 100ml."
Originally, Silk Therapy was a premium haircare brand sold for between 20,000 and 40,000 won for 130ml, establishing itself as a high-end product line at Olive Young and through home shopping channels. However, at Daiso, all of the listed products are priced under 5,000 won, which has both surprised and excited consumers.
"Daiso is really unbelievable"... Explosive online reactions
This news has caused a stir on social networking services (SNS) and online communities. Users responded enthusiastically, saying, "Daiso is really unbelievable," "They keep doing well, and now they've really outdone themselves," "Everyone knows Silk Therapy is now at Daiso," "Daiso is the best as always," "I need to go right now," "I can't believe I can buy Silk Therapy for 5,000 won," and "The small size is perfect for testing."
In particular, among consumers with bleached or damaged hair, word is spreading quickly that "the no-wash treatment is convenient to use in the morning," "the heat enhancer is effective for heat-damaged hair," and "it's light and refreshing."
Direct competition with retail giant Olive Young
Industry insiders interpret Daiso's expansion of power brand offerings and product categories as a move to directly compete with domestic retail giant CJ Olive Young. Since last year, Daiso has been expanding its categories to include beauty and health supplements, and is now actively targeting the health & beauty (H&B) market. The company is increasing the number of beauty-dedicated displays in stores and, since April of this year, has been piloting a quick commerce service called "Today Delivery," which delivers orders within one to two hours.
Experts predict that Daiso's influence will continue to grow, especially among younger consumers who show high loyalty and brand recognition. In fact, the number of monthly active users (MAU) on its own online mall continues to rise. According to WiseApp Retail, in July, the Daiso Mall app recorded 4.24 million MAU, a 57% increase compared to the same period last year, marking an all-time high. At the same time, Daiso is pursuing a strategy of opening more large-scale stores. Last year, it opened stores over 2,300 square meters at Emart Uiwang and Homeplus Sangbong, increasing the variety of products offered. As of the end of last year, Daiso was operating 1,576 stores nationwide.
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