Launches “consumption value” vegan beauty products
Complies with Chinese offline platforms
Amid rising inflation, Daiso’s cosmetics priced under $4 are gaining popularity daily.
On the 18th, Daiso announced that the sales of its basic and color cosmetics lines increased by 85% compared to the previous year. Daiso, a uniform-price store that sells products priced under $4, has strengthened its cosmetics product line since 2023.
As of the end of 2023, Daiso is known to sell about 260 types of color and basic cosmetics from 26 brands, including Nature Republic, Danahan, Clio, and VT Cosmetics.
In particular, the VT Cosmetics’ Reedle Shot Facial Boosting First Ampoule, released for sale at Daiso, caused a sell-out frenzy with its affordable price of $2.50 and high quality. This product experienced a “shortage phenomenon” as it gained word-of-mouth popularity among beauty YouTubers and the beauty industry. A Daiso official explained the product’s popularity: “As soon as the Reedle Shot comes in, it sells.”
Following the Reedle Shot, The Pure Tea Tree Line, produced in collaboration between A’pieu and Daiso, reportedly broke through 330,000 cumulative sales at Daiso just eight months after its release. Sales showed a 62% increase compared to the average monthly sales in 2023.
The product, which calms sensitive skin, is very popular among teenagers with troubled skin. It is also gaining great popularity by offering a wide range of products at affordable prices, including toner pads, essences, spot serums, soothing gel creams, etc., totaling eight types.
In particular, Apieu’s Tea Tree Serum saw a nearly 200% increase in sales in February compared to the average monthly sales of the previous year, becoming a “cash cow” product. The product, effective at a low price, showed signs of being the second Reedle Shot, as it sold out temporarily due to word of mouth and various YouTubers.
From October 2023 to January last year, the sales of basic cosmetics, including the VT Reedle Shot Facial Boosting First Ampoule, increased significantly by 165% compared to the same period a year earlier.
All products sold at Daiso, including cosmetics, stationery, and electronic device accessories, do not exceed $4. In this aspect of cost-effectiveness, Daiso develops many products targeting the younger generation.
In particular, it is gaining popularity by offering many budget-friendly cosmetics targeting Generation Z and Alpha, who do not have a large income. Daiso launched about ten makeup products from the new makeup brand “Son & Park.”
Son & Park of A-Sung Daiso is known as a “vegan color brand” that proposes the color of a sensuous and sensible makeup artist so that customers can express their personality and beauty. Son & Park’s Arti Water Glow Tint, Arti Water Blur Tint, and Arti Spread Color Balm, all priced at $2.50, are expected to be very popular among students.
A Daiso official said, “It’s a simple cosmetic product, but if you choose a product that fits your skin tone and suits you, it can help you find your natural beauty,” and added, “Daiso will continue to launch various beauty products through continuous research.”
Recently, significant research and production of vegan products have been continued in the cosmetics industry.
A beauty industry official said, “As the trend of consumption value is rising, large companies are gradually participating in the vegan beauty market,” and predicted that “aggressive new product launches and various activities will begin in earnest to preoccupy the vegan beauty market.”
Meanwhile, according to an announcement by the American market research institute Grand View Research, the global vegan cosmetics market is expected to reach $18.6 billion by 2025.
Daiso’s annual sales grew from $1.9 billion in 2021 to $2.2 billion in 2022, and they are estimated to have exceeded $2.23 billion in 2023. Operating profit recorded a significant sales volume, from $212 million in 2021 to $178 million in 2022.
As of 2023, there are 1,519 stores and over 12,000 employees. Daiso is continuing aggressive marketing based on offline stores.
This could give Daiso an advantage over the accessibility against Chinese shopping platforms rapidly rising as “ultra-low-cost” shopping. With many stores, Daiso is easier to access than online platforms.
In particular, the young Generation Z and Alpha, who need parental consent to use applications, are far from using online platforms, so Daiso is predicted to have more advantages.
Moreover, as various damage cases such as counterfeits and wrong product shipments occur on Chinese platforms like Ali, the 10s and 20s generations who don’t have much money are expected to continue purchasing in safer offline stores rather than choosing adventure.
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