"A 50,000-Won Product Costs Just 5,000 Won Here": Word of Mouth Sells Out 1 Million Units... Low-Cost Beauty Frenzy Sweeps Retailers [How We Shop Now]

Daiso's 'Fusiderm' Sells 1 Million Units in Six Months
Convenience Stores and Large Discount Stores Join the 'Low-Priced Beauty' Race
Familiar Brands, Reasonable Prices... Targeting Consumers Amid the Downturn

Editor's NoteWhat are people buying these days? From household goods they make sure to pick up at Daiso and cosmetics that sell out at Olive Young to bread they line up to buy, familiar shopping scenes capture the latest market trends. "How We Shop Now" is a series that explores today's consumer trends through everyday bestsellers. It takes an in-depth look at changes in the retail landscape: which products win consumers over, and which strategies persuade them to open their wallets.

A Daiso store in Seoul. Yonhap News Agency

"They say it has almost the same ingredients as the product I used to pay 50,000 won for. I heard it was available for 5,000 won, so I came straight here to buy it."

At the cosmetics section of a Daiso store in Jung-gu, Seoul, a smile spread across the face of a consumer in their 20s as they picked up a newly stocked cream. A product with ingredients comparable to cosmetics sold by major brands for 30,000 to 50,000 won is filling store shelves with a price tag of just 5,000 won, triggering a nationwide shortage.

As more consumers seek affordable products while paying close attention to their ingredients, retailers have begun to respond. Convenience stores and large discount stores are also rolling out low-priced cosmetics one after another, helping to grow a new market.

Sales Top 1 Million in Six Months... 5,000-Won Cream Sparks Buying Frenzy

Husideom Mark Repair Capsule Cream. Daiso Mall

According to Dongwha Pharm on November 14, its Fusiderm cosmetics line, launched at Daiso in May 2026, surpassed cumulative sales of 1 million units in just six months. In particular, the Trace Repair Capsule Cream, released in October, rose to No. 1 in the beauty sales rankings on Daiso's online mall immediately after launch and has sold an average of more than 200,000 units a month at Daiso alone.

The product combines Fusiderm-P, a key cosmetic ingredient developed by Dongwha Pharm, with niacinamide, an ingredient known for its skin-brightening benefits. It also features a dual-texture formula that combines a gel with capsules containing concentrated ingredients.

Since its launch, word of mouth has spread on social media, with reviews such as "If you see it at Daiso, you should buy it right away" and "The ingredients are unbelievable for this price."

An online review of the "Husideom Mark Repair Capsule Cream" product. YouTube

The Barrier Repair line, which focuses on skin barrier care, is also drawing interest. Its flagship product, Barrier Repair SOS Cream, contains 5% panthenol. In a human application test disclosed by Dongwha Pharm, mild skin moisture loss improved by 55.5% after three days of use. The soothing condition of skin damaged by external irritants also improved by 80.8%.

The product has also gained popularity after consumers learned that it contains 5% panthenol and costs 5,000 won. It is currently temporarily sold out at Daiso stores nationwide and on the company's official online mall.

Dongwha Pharm's brand recognition is also believed to have contributed to Fusiderm's success. By emphasizing a pharmaceutical company name familiar to consumers and providing specific information about the ingredients, the company has built trust in its low-priced products.

Convenience Stores and Large Discount Stores Join the Low-Priced Cosmetics Race

This demand is also affecting the product strategies of convenience stores and large discount stores. Convenience stores are improving accessibility with small-size products and collaborations with well-known brands, while large discount stores are attracting shoppers looking for affordable cosmetics by setting up dedicated beauty sections.

CU cosmetics display. BGF Retail

CU, operated by BGF Retail, has designated around 1,000 stores nationwide as "beauty-focused stores." It is targeting young consumers with products such as Color Reedle Shot, developed in partnership with VT Cosmetics and priced in the 7,000-won range, and AOU Mini Tint. From January to October 2026, sales of color cosmetics rose 259.7% year over year. GS25 is promoting products at a uniform price in the 3,000-won range, as well as brand collaboration products. From January to September 2026, sales of small-size cosmetics rose 108.3% year over year.

Emart has expanded its 4,950-won cosmetics range to more than 10 brands, including Glow:Up by Beyond, developed in collaboration with LG Household & Health Care. Cumulative sales of the products have topped 165,000 units. At Lotte Mart, sales of "4,950-won cosmetics" in September and October 2025 were more than three times those in July and August, the initial period of the offering. The number of stores carrying the products also expanded to 80 within four months of their launch.

This is the backdrop against which even major companies are rolling out second brands exclusively for retail channels, including Amorepacific's Mimo by Mamonde and LG Household & Health Care's CNP by OD-TD.

E-Mart's 4,950-won cosmetics display. E-Mart

Experts forecast, "As consumers become more discerning, it is difficult to survive in the market on price competitiveness alone. Brand trust, the accessibility of retail channels, and differentiated product quality will determine who leads the beauty market in the future."

This content was produced with the assistance of AI translation services.