Musinsa Opens First Standalone Store for Low-Cost PB Cosmetics, Targets Daiso’s Market
Creatrip Team
a month ago
Musinsa, a leading Korean fashion platform, will open its first standalone store for its private-brand (PB) beauty line “Musinsa Standard Beauty” at Hyundai Department Store Mokdong on the 12th. The compact 30㎡ shop will showcase about 20 core products so customers can test textures and scents. Musinsa is pushing into South Korea’s ultra-low-price cosmetics market—long dominated by Daiso (a discount variety store chain) which sells cosmetics for 1,000–5,000 won. After shifting its PB strategy toward ultra-low-price, value products following a 2024 MOU with contract manufacturer Cosmax, Musinsa has launched several skincare items priced mostly under 10,000 won and plans more collaborations with brands like LG Household & Health Care. Musinsa will expand its low-price beauty channel if the new store performs well, while keeping other PBs (Odd Type and WiZzi) focused on makeup and different distribution strategies (online domestically, offline abroad). Retail watchers say rapid store expansion could intensify competition in the value beauty segment.
