While the beauty retail market in the country used to be dominated by Olive Young, there has been an emergence of brands launched by cosmetics giants and sold via channels such as Daiso and convenience stores.
In September last year, derma cosmetic brand CNP Laboratory, owned by LG Household & Health Care (LG H&H), introduced a sub-brand called bye od-td and rolled out six products in Daiso.
Focused on addressing issues caused by dead skin cells, sebum and dryness, all bye od-td products contain a patented herb-vinegar tincture ingredient, which comprises extractions from five herbs and apple cider vinegar.
The products are not only said to help soothe acne-prone skin, but also improve blemishes and pigmentation.
In particular, the Spot Calming Gel led to a “sold-out frenzy” both online and offline, contributing to the cumulative sales of over 1 million units of bye od-td products as of end-May 2025.
The hero product first started to gain popularity when a beauty influencer highlighted it. One month after its release, it was listed on Daiso’s online mall as a “SNS Hot Item” (popular item on social media) and has maintained this status since.
“The positive word-of-mouth [publicity] about the efficacy of bye od-td’s products, which provide targeted solutions for consumers with different skin concerns, has allowed the brand to quickly secure a foothold in Daiso,” said CNP.
According to the firm, a major factor for bye od-td’s popularity is the continuous social media content marketing initiatives conducted to attract the attention of MZ generation, the brand’s main customer base.
Through collaborating with various creators, bye od-td raised brand awareness by producing content ranging from short videos and consumer reviews to Instatoon (Instagram webtoon) featuring a character that it created called Otori.
This series of Instatoon contain product-related information and daily life topics that resonate with the MZ generation.
Accessible sun care
CMS Lab, a research institute in Seoul operated by derma skin care brand Cell Fusion C, debuted a new brand called Dermablock last May.
Dermablock pushed out five sun care products in Daiso, which were met with “enthusiastic responses and quickly sold out”.
In April this year, the brand expanded its portfolio to include a polydeoxyribonucleotide (PDRN) skin care line, followed by the release of three new sun care products in May.
Specifically, the Waterproof Sun Cream is optimised for outdoor activities and summer vacations with high ultraviolet (UV) protection of SPF 50+, PA++++, and water resistance.
It is formulated with ingredients including panthenol, purslane, and buckwheat to help soothe the skin. Its cream cheese-like texture allows for smooth application and strong adhesion without a sticky finish, making reapplications easy and comfortable.
Containing plant extracts such as lavender, chamomile, and sunflower seed oil, the Mineral Sun Cream is gentle enough for sensitive and irritated skin. The formula is also claimed to even out skin tone and provide a natural tone-up effect.
The Vital Sun Ampoule is enriched with vitamin C, alpha-lipoic acid, and extracts from the fruit of quince tree, adding skin care functions to UV protection. It is characterised by a light and hydrating texture, and the ability to bring a subtle glow to revitalise dull skin.
In just over a year, Dermablock has reached cumulative sales of 1 million units, establishing itself as one of the representative beauty brands in Daiso.
“The addition of the three new sun care products offers an even more powerful range of at-home solutions that provide thorough protection from UV rays. They are now available at Daiso’s online and offline channels, ahead of the summer season.”
