Business · Companies · 3 hrs ago
Daiso Expands Its 5,000-Won Beauty Range Into Skincare and Devices
South Korean retailer Daiso is expanding its low-cost beauty range beyond basic skincare and makeup to include dermatology-focused cosmetics and small beauty devices.
These skincare products highlight ingredients aimed at concerns such as redness, blemishes and skin-barrier care.
Daiso’s dermatology-focused cosmetics sales rose about 40% from January to September compared with the same period last year, faster than the 30% growth in its overall beauty category.
The number of these products grew from about 80 last year to about 150 this year, while sales of small beauty devices rose about 80%.
Many of the products cost 5,000 won or less, including an ampoule with 10% niacinamide that Daiso sells for 5,000 won.
The retailer has introduced products with pharmaceutical companies and says it keeps prices low through simpler packaging and large orders.
The main challenge is earning shoppers’ trust that low-priced products can deliver reliable quality and function, especially in a category that stresses specialist skincare benefits.
Daiso is expanding its beauty range beyond skincare and makeup into derma cosmetics and small beauty devices, with products priced at up to 5,000 won.
Its derma cosmetics sales rose about 40% in the first nine months of the year, faster than the overall beauty category.
Sales of small beauty appliances increased about 80% over the same period.
Daiso nearly doubled its derma cosmetics selection, from about 80 items last year to about 150 this year.
An expert said consumer confidence in the quality of the products will be important to sustaining demand.
- Who
- Daiso, operated by Asung Daiso.
- What
- It is expanding its beauty range into derma cosmetics and small beauty devices, while keeping prices at or below 5,000 won.
- When
- The reported sales figures cover January to September this year. The article was published on October 17, 2026.
- Where
- South Korea, including Daiso’s beauty-specialty store in Gwangjin-gu, Seoul.
- Why
- The company is responding to demand for ingredient-focused skincare and at-home beauty care.
This story does not have two clearly opposing sides.
Daiso introduced 5,000-won small beauty appliances, including a rechargeable heated eyelash curler and a mini flat iron.
Derma cosmetics sales rose about 40% year on year, while sales of small beauty appliances increased about 80%.
Daiso introduced several derma cosmetics products in partnership with pharmaceutical companies, including Yuhan and Dongwha Pharmaceutical.
- Derma cosmetics sales
- Up about 40% year on year in January–September
- Overall beauty-category sales
- Up 30% year on year in January–September
- Small beauty-appliance sales
- Up about 80% year on year in January–September
- Derma cosmetics selection
- About 150 items this year, compared with about 80 last year
- Maximum price
- 5,000 won
What people are saying
Whether manufacturers can supply products with quality and functionality at this price is important.
If consumers come to believe that Daiso’s derma cosmetics are trustworthy and worth using, repeat purchases could increase and the market could broaden.