"How Is This Price Even Possible?"... Daiso's 'Affordable Beauty' Creates a Sensation Again

Launch of Collaboration Brand 'Zoom by Jung Saem Mool'
All Available Quantities of 8 Out of 13 Products Sold Out

Daiso, renowned as a go-to destination for affordable beauty items, has done it again. This time, the company launched an exclusive brand for Daiso in collaboration with renowned makeup artist Jung Saemmul, called 'Zoom by Jung Saem Mool.' As soon as the products were introduced, they quickly became scarce due to overwhelming demand.

Yonhap News Agency

On January 5, Daiso launched 'Zoom by Jung Saem Mool,' a Daiso-exclusive brand from Jung Saem Mool Beauty. The brand features 13 products, ranging from pads to fixers, embodying the signature focus on precise skin makeup that Jung Saem Mool Beauty is known for. Jung Saem Mool Beauty is a brand founded by the famous makeup artist Jung Saemmul.

The 'Zoom by Jung Saem Mool' brand, exclusively launched for Daiso on the 5th, is experiencing a sold-out streak. Screenshot from Daiso Mall

Zoom by Jung Saem Mool offers a range of base makeup products-including foundation, cushion, and fixer-priced between 1,000 and 5,000 won. Considering that existing Jung Saem Mool brand products are typically priced between 20,000 and 50,000 won, the price has been reduced by up to 90%. The combination of a trusted professional brand and Daiso's competitive pricing has significantly lowered the barrier for consumers. Since launch, these products have sold out both online and offline. As of the afternoon of January 10, all available quantities of eight products-including Glossy Up Cushion, Glow Prep Booster, Makeup Fixer, and Skin Pad-have sold out on the online mall.

Previously, Daiso has created several hit cosmetics products using a similar strategy. The Tony Moly sub-brand 'Boncep' surpassed 5 million units in cumulative sales within about a year of its launch. Spot gel and cream products developed in collaboration with LG Household & Health Care sold over 1 million units in just nine months. Amorepacific's second brand 'Mimo by Mamonde' also exceeded 2 million cumulative sales within seven months of its launch.

Makeup artist Jung Saem Mool. Photo by Younghan Heo younghan@

Daiso continues to expand its beauty lineup. As a result, Daiso's cosmetics sales increased by about 85% in 2023 and about 144% in 2024. The number of beauty products has grown from around 100 initially to approximately 1,400 today, and the number of brands available now reaches about 140. The lineup has expanded across all categories, including skincare, color cosmetics, hair, nail, and beauty accessories.