Basic and Color Cosmetics Sales Double in One Year
Purchases Surge Among Consumers in Their 60s
Daiso's Role as a 'Testbed' for Product Quality Grows
Daiso, known as a discount household goods retailer, is emerging as a key distribution channel in South Korea's value-for-money cosmetics market. While it was previously perceived as a shopping destination mainly for consumers in their 20s and 30s, recent analyses indicate that the customer base has expanded to include those in their 50s and 60s, signaling a shift in the market landscape.
According to data released on November 27 by data analytics firm Embrain DeepData, the estimated purchase value of basic and color cosmetics sold at Daiso over the past year (as of September) reached approximately 337.6 billion won, more than doubling compared to the previous year. Of this, basic skincare products accounted for 255.5 billion won, marking a sharp increase of 113.9%.
By product category, the core skincare lines-such as essences and serums, masks and packs, creams, and skin toners-held a significant share. In particular, creams and skin toners showed remarkable growth, suggesting that consumer satisfaction with basic skincare products is on the rise.
Basic skincare products have traditionally been an area characterized by high brand loyalty. However, the market structure is changing as Daiso collaborates with various beauty brands to launch exclusive secondary brands. The perception that consumers can verify a certain level of ingredients and efficacy at affordable prices is spreading, leading to increased consumer trust. Daiso stores are also being used as "testbeds" for customers to check product quality before purchasing more expensive cosmetics, further supporting this trend. This aligns with the so-called "litmus consumption" trend, which emphasizes rational spending.
A survey conducted by Embrain Trend Monitor in August also found that consumers gave positive evaluations to affordable products with quality similar to that of high-end items. Many respondents cited "the ability to experience quality at a reasonable price while reducing financial burden" as the main advantage of value-for-money products.
Changes by age group are also noteworthy. While Daiso beauty shoppers were previously concentrated in their teens to 30s, recent sales data show a marked increase in purchases among seniors, particularly those in their 60s. Analysts attribute this to the establishment of practical, basic-focused product lineups that appeal to senior consumers who prioritize product efficacy above all else.
Daiso cosmetics, once burdened by the stereotype that "cheap means inferior," have recently succeeded in changing perceptions by offering a combination of reasonable prices and quality above a certain standard, appealing to consumer psychology. In addition, with domestic pharmaceutical companies now introducing products exclusively for Daiso, the brand is further strengthening its safety and credibility, leading to expectations that its competitiveness in quality will continue to grow.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
