Daiso, Korea's largest dollar-store chain, is rapidly expanding its presence in the domestic cosmetics market. The entry of premium makeup brand Jung Saem Mool Beauty into Daiso's ultra-low-price segment signals that the discount retailer is no longer just a sales channel for small and mid-sized brands, industry analysts say.
The "Zoom by Jung Saem Mool" line, consisting of 13 products developed in collaboration with Jung Saem Mool Beauty, will go on sale at 9 a.m. on Sunday through Daiso Mall, according to retail industry sources Thursday.
The lineup includes skin pads, spatula foundations and cushion compacts, priced between 1,000 won and 5,000 won ($0.70 to $3.50) in line with Daiso's pricing policy.
The three-pack Prep Skin Pad is priced at 1,000 won, while the Filter Cushion, available in Glossy Up and Sebum Down formulas, sells for 5,000 won each. This represents an 88 to 90 percent discount compared to Jung Saem Mool's regular cushion products, such as the Essential Skin Nuder Cushion at 45,000 won and the Masterclass Radiant Cushion at 55,000 won, both including refills.
Given that the brand's standard product range typically costs between 20,000 won and 50,000 won, the price gap is striking even accounting for differences in size and formulation.
With Jung Saem Mool Beauty now joining the Daiso lineup, established cosmetics brands launching exclusive lines for the discount retailer is no longer unusual.
Amore Pacific's (090430.KS) Mamonde launched its sub-brand "MIMO by MAMONDE" at Daiso in September 2024, attracting significant attention. Led by basic skincare products including the Rosy-Hyaluron Liquid Mask, the brand surpassed 1 million cumulative units sold within four months of launch and exceeded 2 million units within seven months.
LG Household & Health Care (051900.KS) has also entered the ultra-low-price market. In April last year, the company partnered with E-Mart (139480.KS) to launch five products under "Glow:up by BEYOND," an E-Mart exclusive line of its Beyond brand. All products are priced at 4,950 won, and cumulative sales have surpassed 200,000 units.
Fashion platform Musinsa is also strengthening its price competitiveness in the beauty sector. Musinsa Standard Beauty offers eight basic skincare products including cleansing foam, cream, toner and serum at prices ranging from 3,900 won to 5,900 won, joining the ultra-low-price skincare market.
Industry observers interpret this trend as a "brand experience expansion strategy." The approach involves first exposing the brand to consumers in their late teens to early twenties through Daiso, then guiding them toward the main brand's products.
"We view the expansion of the ultra-low-price cosmetics market positively," an industry official said. "We expect that customers in their late teens and twenties will experience the brand through ultra-low-price products, develop greater interest in the main brand, and ultimately purchase related products."
