Daiso adds to beauty category with Japanese beauty brand Senka
South Korean retail franchise Daiso, operated by Asung Daiso, is expanding its affordable beauty offerings with the launch of a popular Japanese cleansing foam.
According to industry sources on Sunday, Daiso will introduce three versions of Shiseido Co.’s Senka Perfect Whip cleansing foam- Fresh, Very Bright, and White - starting in October 2024.
Senka’s cleansing foam, a top seller in Korea, placed first in Korean beauty store Olive Young’s cleansing foam category for 2023. Daiso’s version will be priced at 3,000 won ($2.29) for a 50-gram tube, compared to Olive Young’s 4,900 won for the same size. While the Olive Young product is manufactured in Japan, Daiso’s version will be produced by Shiseido’s Vietnamese subsidiary.
Daiso has gained traction on social media with its cosmetics lineup, all priced under 5,000 won. It recently bolstered its beauty category by introducing products from Korean giants LG Household & Health Care and Amorepacific. Merzy, which is known for its eyeliners, will also see its products sold at Daiso from October, while Too Cool For School will debut an exclusive brand, Tag, and fragrance brand Daily Comma will also introduce new products at the chain.
Daiso’s beauty strategy focuses on offering small-sized versions of popular brands at affordable prices. This approach has paid off, with beauty sales surging 165 percent from the beginning of 2024 to September, compared to the same period during the previous year.
A total of 49 brands have offered around 340 products at Daiso since the launch of Nature Republic’s Daiso-exclusive brand in 2022. One notable success was VT Cosmetics’ Riddle Shot, which sold out quickly in the fall of 2023 at a price of 3,000 won, significantly boosting the visibility of Daiso‘s cosmetics section.
More companies are launching Daiso-exclusive brands. Tony Moly’s Daiso brand Boncept, launched in April 2024, sold more than 1 million units in five months, with the line’s tints and eyebrow products proving particularly popular.
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