Retail giants in Korea are aggressively entering the low-price beauty market as consumer demand for affordable skincare grows. With living costs rising, many shoppers now seek cost-effective alternatives. As a result, major companies have started adjusting their strategies to meet this demand.
Retail chain Emart has partnered with beauty powerhouse LG H&H to launch new budget-friendly skincare products. Their joint effort introduced eight skincare items under the Beyond brand, each priced under 5,000 won (around $3.50). The lineup includes toner, serum, moisturizer, and a multi balm. Each item contains popular ingredients such as collagen, bakuchiol, and glutathione.
All products in the collection come in small portions, with packaging limited to 150 milliliters or less. Emart stated that these products align with the growing “slow-aging” beauty trend. Consumers are now more focused on long-term skincare routines than short-term fixes.
LG H&H, known for its luxury brands like Whoo and Ohui, emphasized the importance of quality in the low-price beauty market. A company representative explained they maintained high standards even in these affordable products. They insisted that reduced prices do not mean inferior ingredients or performance.
Emart also observed rising interest in cost-effective beauty options before launching the new lineup. An official mentioned that many customers now prioritize value over brand prestige. If the initial results prove successful, Emart plans to expand the product range further.
The low-price beauty market first saw massive growth in 2023. Daiso sparked national interest by selling VT Cosmetics’ Reedle Shot ampoule (2 mL) for 3,000 won (about $2.10). Daiso’s beauty section now features 59 brands and 466 products, up from 26 brands and 250 items in 2023.
In 2024, Daiso posted total sales of 4 trillion won (approximately $2.8 billion), marking a 15 percent increase. However, its beauty product sales rose by an impressive 144 percent, showing clear interest in affordable options.
Meanwhile, convenience store chains have also joined the race. Last September, CU collaborated with Angel Looka to release cosmetics priced at 3,000 won (about $2.10). GS25 responded by working with Dewytree to launch products priced at 500 won ($0.35), 5,000 won ($3.50), and 7,000 won ($4.90).
As the low-price beauty market continues expanding, more retailers are expected to enter the space. Consumers now look beyond brand names, focusing on price, performance, and ingredient quality.
