SEOUL, May 26 (AJP) - South Korea’s largest cosmetics maker Amorepacific has rolled out Monday a new cosmetics line for men through Daiso, the popular discount chain, aiming to reach younger male consumers who are just beginning to explore skincare and grooming.
The cosmetics maker said in a statement that its new brand, called “Prep by B.READY,” is geared toward men in their 20s and 30s. “The brand targets male customers who are new to styling,” the company said in a statement Monday.
The lineup of the new male beauty product brand includes all-in-one skincare products, sunscreen, and basic color cosmetics designed for everyday use. The line is now available at Daiso stores across the country and through the retailer’s online platform.
Daiso, known for selling most items between 1,000 ($0.7) and 5,000 won, has more than 1,500 locations nationwide and recorded sales of over 3 trillion won in 2024. Its affordability and wide selection have made it a go-to stop for younger shoppers looking for low-cost beauty products.
Men’s cosmetics are no longer a niche in South Korea. According to Euromonitor, the male grooming market reached 1.2 trillion won ($878.9 million) last year, growing at an average rate of about 2.5 percent annually.
The broader beauty industry remains strong. Data from the Korea Health Industry Development Institute showed the domestic market was worth 17.7 trillion won (approximately 13 billion dollars) in 2024, with expectations that it will climb to 15 billion dollars by 2028.
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