Musinsa opened its first standalone four-storey beauty flagship in Seoul’s Hongdae district. The store stocks 600 cosmetics labels alongside a licensed pharmacy counter.
That launch follows a 30 per cent jump in beauty sales at discount retailer Daiso between January and August. Non-traditional operators are carving up South Korea’s cosmetics retail market.
Above ground, the Hongdae site stocks skincare, makeup, and health lines from brands such as Rovectin, S.Nature, and LBB. In the basement, Musinsa partnered with Onnuri Pharmacy to run Beauty Onnuri Pharmacy. The counter pairs regulated pharmaceuticals with active dermocosmetics containing polydeoxyribonucleotide (PDRN) and tranexamic acid. Pharmacists staff the counter directly. They provide multilingual consultations for foreign tourists and young domestic shoppers.
Customers can shop more efficiently in one building, with relatively high-performance skincare products concentrated at the pharmacy on the basement floor.
Daiso cuts into the sub-5,000 won segment
At the opposite end of the pricing spectrum, discount chain Daiso opened a 66.12-square-metre specialist store near Konkuk University in Seoul. It dedicates 80 per cent of shelf space to beauty products. Daiso caps all item prices at 5,000 won ($3.70). The store targets university students, office workers, and tourists.
Several low-cost formulas have sold out repeatedly across Daiso’s network after viral social media attention. Top sellers include Mommy Care’s Sea Grape Skin Pack and VT Cosmetics’ Reedle Shot lines. Daiso avoids direct competition with prestige brands. Instead, the discounter relies on volume sales and high turnover among young shoppers seeking alternatives to high-street beauty chains.
Online lift and store conversions
Physical flagships serve primarily as discovery hubs for fashion platforms like Musinsa. They feed digital marketplaces. When Musinsa opened a beauty zone on the second floor of its Seongsu Mega Store, sales in that section increased 20 per cent between April and August. Digital sales for approximately 500 beauty brands listed on Musinsa’s online platform rose 35 per cent in the three weeks following the Seongsu opening.
Legacy health-and-beauty specialists face immediate pressure along Seoul’s retail corridors. Fashion e-commerce leaders are building multi-brand flagships. Meanwhile, dollar-store operators capture everyday replenishment spend. Traditional middle-ground retailers face squeezed margins and rising customer acquisition costs.
Earlier retail formats laid the groundwork
Both retailers tested formats before committing to dedicated spaces. Musinsa spent the past year running shop-in-shop beauty sections and curated brand zones before taking the Hongdae building. Daiso expanded supplier partnerships with domestic cosmetics manufacturers for exclusive budget lines, then converted standalone retail space near university transport hubs.
Industry attention turns to the autumn shopping season. Retailers will track whether Musinsa’s pharmacy concept can sustain tourist spending volumes, while monitoring Daiso’s inventory levels for viral formulations across its national network.
