SEOUL, June 09 (AJP) - In South Korea’s bustling beauty market, a surprising contender has quietly become a cultural force: Daiso, the ultra-low-cost retailer known more for household goods than cosmetics.
The chain, beloved by locals and tourists alike, is defying expectations — and industry norms — by offering a range of beauty products that are not only accessible but, in some cases, rival pricier competitors.
While Daiso may not carry the prestige of luxury beauty brands, its appeal lies in affordability and experimentation.
“Daiso products may not have the brand power of famous companies, but the price allows you to try multiple items without feeling burdened,” said Jeong Kim, a customer in her twenties. “Not every product is a hit, but I often discover items that outperform name brands.”
Among the store’s top sellers is the TAG Slim Brow Pencil, retailing for just 3,000 won (about $2.20) — a fraction of the cost of high-end alternatives like Shu Uemura’s Hard Formula Eyebrow Pencil, which sells for $29.
Despite the price disparity, the Daiso pencil has earned praise for its smooth color payoff and ability to mimic individual brow hairs with precision. Still, the limited shade range excludes those with blonde or auburn tones.
The TAG Mood Blush Beam in shade 02 Fair Move has developed a loyal following for its versatility as both a blush and highlighter. The soft pink hue and pearl shimmer are ideal for enhancing features such as the bridge of the nose, under-eye area, and brow bone — staples of contemporary Korean beauty aesthetics. However, the blush, like many Daiso products, is formulated with lighter skin tones in mind, making it most suitable for those matching shade 21 or lighter in Korean foundation scales.
One of Daiso’s most sought-after complexion products, the IPKN Personal Tone Correcting Blur Pact in Lavender, has sold out multiple times. The finely milled powder, designed to counteract sallowness, helps brighten and set makeup without caking. Users apply it selectively for dimension or all over for a subtle lift in overall tone.
Daiso’s appeal also extends to skincare.
The Real Barrier Sera Base Moisturizing Cream Toner, popular among customers during Korea’s hot and humid summer months, strikes a balance between hydration and wearability — a challenge in a climate where heavy skincare routines can undermine makeup longevity.
A richer, more expensive version, the Real Barrier Extreme Essence Toner, is available at Olive Young, but has been out of stock in recent weeks.
For international visitors navigating Korea’s beauty scene, Daiso offers a low-risk introduction to K-beauty trends. The mix of budget-friendly pricing and surprisingly high quality has turned casual shoppers into loyal fans — and positioned Daiso as an unlikely player in the global beauty conversation.
reporter
Candice Kim
candicekim1121@ajupress.com
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