Boyfriend Always Rushing to Daiso? Male Cosmetics Sales Jump as Partners Do the Shopping
Creatrip Team
3 months ago
Daiso, the value-focused Korean variety retailer, reports a strong rise in cosmetics sales this year, driven in part by growing demand for male grooming products. From January to November, overall cosmetics sales rose 80% year-on-year, with male cosmetics up about 30%. Industry data show Korea’s men’s cosmetics market is expanding (about 1.5 trillion KRW in 2024) as more men embrace self-care and use products beyond basic skincare — including lip balms and cushions. Notably, about 60% of male cosmetics purchases at Daiso are made by women, especially women in their 40s (33%) and 30s (25%), who buy items for husbands or boyfriends in a common “proxy shopping” trend. Low prices (many items 3,000–5,000 KRW) and seasonal demand boosted sales for specific items like lip balms and aftershave. Daiso has increased male cosmetics SKUs by ~40% and opened dedicated male cosmetics zones in major stores, planning to expand into male color cosmetics and body care. (Daiso: a nationwide Korean budget store chain)
