Even People in Their 60s Are Embracing Budget Cosmetics
Creatrip Team
4 months ago
Daiso, known for low-priced goods, is becoming a major player in Korea’s beauty market as sales among shoppers in their 60s surged the most. Market researcher Embrain found a 163.2% year-on-year increase in estimated beauty purchases by consumers aged 60+. Daiso’s expansion of basic skincare (rather than color cosmetics) appeals to older shoppers who prioritize effectiveness, with estimated sales of basic and color cosmetics rising about 101.9% year-on-year to KRW 337.6 billion. Basic skincare drove growth (KRW 255.5 billion, up 113.9%), led by essences/serums, masks/packs, creams, and skin/toners. Launching a Daiso-only second brand and a trend of trying small, inexpensive sizes before buying pricier products (“litmus consumption”) have helped build trust. A recent survey also shows many consumers view budget products positively for cost-saving and accessing high-quality items affordably.
