“Daiso of Beauty” OffBeauty Expands Rapidly with Discount Warehouse Model
Creatrip Team
22 days ago
OffBeauty, a discount ‘‘warehouse-style’’ beauty outlet chain in South Korea, has grown from one store to 46 locations in a year and aims for 80 by year-end and overseas expansion to Mongolia. Operated by Q&B International (part of Daemyung Chemical), the chain buys strategic brand overstock and parallel imports to cut distribution steps and offer discounts from about 20% up to 90% on near‑expiry or renewed‑packaged goods. Stores—anchored in traditional markets (e.g., Gwangjang Market), trendy districts (Seongsu, Myeongdong) and regional outlets—draw many foreign tourists and record strong monthly sales at some sites. OffBeauty avoids running its own online mall to prevent brands’ lowest‑price exposure, uses quick commerce through partners for some stores, and promotes the brand via a celebrity ad campaign and experiential festivals. Risks include managing import histories and verifying authenticity after past perfume counterfeit claims; expansion targets were trimmed from 100 to 80 stores while franchising interest remains high. Industry observers see OffBeauty as a new K‑beauty distribution channel that helps brands clear inventory and test products offline.
