SEOUL, April 21 (AJP) - E-Mart has stepped into the ultra-budget cosmetics market with the launch of a new skincare line developed in collaboration with LG Household & Health Care, marking a strategic push to capture cost-conscious beauty consumers.
The retail firm announced Monday that it has debuted “Glowvby Beyond,” a new line under LG H&H’s beauty brand Beyond.
The collection includes eight skincare products, each priced at 4,950 won (approximately $3.60), and is designed to promote skin elasticity and radiance while keeping costs low through streamlined packaging and AI-driven marketing.
Glowvby Beyond’s product lineup features toner, serum, cream, wrinkle patches, eye ampoule, night mask cream, a pack-to-foam cleanser, and a multi-balm. Key ingredients include collagen, bakuchiol, and glutathione — commonly touted for their firming and brightening effects.
E-Mart said the collaboration was born out of rising consumer demand for affordable skincare options.
The move positions the retailer to directly challenge Daiso, which has long dominated the space with cosmetics priced between 1,000 and 5,000 won. By comparison, many mid-range Korean beauty brands sell similar products for 20,000 to 30,000 won.
Daiso has seen remarkable growth in this category, with cosmetics sales rising 144 percent year-on-year in 2024. Much of that surge has been driven by viral products, such as a multicolor hand and body balm that has drawn comparisons to Chanel’s offerings, and VT’s Riddle Shot ampoule.
The budget beauty battleground is growing increasingly crowded. Convenience store chains like GS25 and CU are also vying for market share.
GS25 is currently piloting sales of Wicci’s color cosmetics through the fashion platform Musinsa, while CU introduced a compact skincare line in partnership with Angel Rooka last September. GS25 has posted consistent growth in beauty sales: up 22.4 percent in 2022, 37.9 percent in 2023, and 45.6 percent in 2024.
reporter
Candice Kim
candicekim1121@ajupress.com
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