The ₩3,900 Beauty Boom: Low-Cost Cosmetics Rise Again

As the economy slows, “ultra-low-cost cosmetics” are making a comeback, creating a sensation across Korea. Major retailers and fashion platforms are launching affordable beauty lines, capturing the attention and wallets of consumers.

Musinsa’s new skincare line under its “Musinsa Standard Beauty” brand has sold out shortly after release. According to the retail industry, the line — launched on August 30 — includes eight basic items such as cleansing foam, toner, and serum. Each product is priced between ₩3,900 and ₩5,900, meaning that even purchasing the entire line costs less than ₩20,000. Developed in collaboration with ODM specialist Cosmax, the products have earned credibility for quality, as Cosmax has produced for numerous global beauty brands.

In April, E-Mart also teamed up with LG Household & Health Care to launch a “₩4,950 flat-price” beauty line — even cheaper than Daiso, long known for its budget cosmetics.

An industry insider commented, “From fashion platforms to convenience stores and major distributors, more companies are joining the ultra-low-price competition, reshaping the entire beauty market’s pricing structure. As practical spending trends continue, the popularity of low-cost cosmetics will likely remain strong.”