제 26 호 ‘Daiso’ Strikes Back - H&B Market Advance
Kicker: LIFE
‘Daiso’ Strikes Back - H&B Market Advance
By Chae-yun Lee, Reporter
When people think of Daiso, they often think of shelves lined with affordable household items, stationery, and daily necessities. Known for their affordability and accessibility, Daiso is a popular store for cost-conscious consumers.
However, Daiso is no longer just a go-to for cheap home goods. In recent years, it has begun making an unexpected yet strategic advance into the health and beauty (H&B) market, responding to shifting consumer demands and retail trends in Korea. This transformation has been especially notable in the aftermath of the COVID-19 pandemic. In the beauty retail market alone, many once-popular single-brand stores, such as Missha, The Face Shop, and Innisfree, have closed down. Instead, multi-brand health and beauty chains like Olive Young have settled in to offer a wider range of products and respond more flexibly to changing customer preferences, and more beauty consumers are starting to look for cheaper alternatives. Against this backdrop, Daiso has made a bold move, drawing attention not only for its prices but also for the surprising popularity of some of its beauty products.
A Viral Skincare Routine Creates a Buzz
One of the biggest beauty trends to emerge from Daiso’s cosmetics section is not a single product, but a routine — the so-called “Roro Formal” This skincare combination, widely shared on TikTok and in online communities, involves using three specific items: Needle Shot serum, PDRN ampoule, and a wrapping mask. Together, these products are said to create a radiant, glass-like complexion that mimics expensive spa treatments. As interest grew, many stores saw these items sell out quickly, leading users to refer to it as a “holy grail routine for dewy skin.” Social media played a key role in its rise, with before-and-after images and video tutorials fueling the hype.
Picture 1: The tweet that started "Roro Formal"
Picture 2: The beauty products that make up "Roro Formal"
From Trend to Sales Boost
Following the “Roro Formal” craze, other Daiso cosmetics also began attracting attention. Items such as cushion foundations, lip tints, eyebrow pencils, and eyeliners were increasingly featured in social media content and reviews. Consumers noted that while the packaging was simple, the products were functional and ideal for daily use. Daiso’s beauty shelves, once overlooked, became a new destination for budget-savvy shoppers. According to retail data, the brand has seen a significant rise in health and beauty sales since early last year — with some months showing double-digit growth.
Who Buys — and Who Doesn’t?
Not all consumers are convinced. Supporters say Daiso’s cosmetics are perfect for students, beginners, or those in need of inexpensive backups. However, skeptics express concern over the limited shade ranges, absence of testers, and lack of transparency in ingredients. Still, as positive word-of-mouth continues to spread, even hesitant shoppers are beginning to experiment — and many report being pleasantly surprised.
Why So Cheap — and How Rivals React
Daiso’s low prices are made possible by bulk manufacturing, simple packaging, and a streamlined distribution model. Without spending heavily on advertising or celebrity endorsements, the company keeps costs low and passes those savings to consumers. In response, other H&B chains like Olive Young and Lalavla have launched their own affordable in-house brands, but few can match Daiso’s ultra-low price point.
Beauty Redefined in an Era of Inflation
As prices continue to rise across all sectors, consumer habits are changing. More people are prioritizing practicality and affordability over brand prestige — especially for everyday beauty products. In fact, Daiso has announced plans to expand its beauty line with new items priced between 5,000 and 20,000 won, signaling a possible shift in its strategy. Some worry this could dilute the brand’s original identity, while others believe the company has earned enough trust to take the next step.
For now, Daiso remains a symbol of “value over vanity.” Whether you are a loyal user or a curious newcomer, exploring its skincare section — and perhaps trying the “Roro Formal” routine — might just challenge how you define affordable beauty.
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