People try cosmetics displayed at a special section for ultra-low-priced cosmetics at a Lotte Mart branch.LOTTE MART
Convenience stores and supermarkets are introducing cosmetics priced at around 5,000 won ($3.30), stepping up competition in Korea's low-cost beauty market as demand for affordable K-beauty products grows.
Convenience store chain 7-Eleven will start selling 10 cosmetic products, including eye makeup items, along with five beauty tools, in collaboration with the Esther Bunny character brand, starting June 24.
The products will be available at around 20 of 7-Eleven's so-called New Wave branches, which are specialty branches that sell trendy items such as cosmetics and apparel. The cosmetics will also be available at general branches, with Korea Seven, the convenience store's operator, to sell them at around 100 7-Eleven branches by the end of the year.
The Esther Bunny cosmetics will be priced between 5,000 won and 6,000 won, while makeup brushes will cost around 2,000 won each.
"Demand for affordable beauty products has grown significantly among both domestic and international consumers, prompting convenience stores to expand their beauty offerings," an official from Korea Seven said.
Cosmetics sales at 7-Eleven from January through June 21 rose 30 percent compared to the same period a year earlier.
Cosmetics products that will be sold at 7-Eleven in collaboration with the Esther Bunny character brand.KOREA SEVEN
Other convenience store chains are also expanding their beauty businesses.
CU, operated by BGF Retail, has expanded the number of specialty stores selling cosmetics products to around 600 branches. Earlier this year, the company also introduced an AI kiosk at select CU stores that can customize a makeup palette to match the customer's skin tone. Customers can create a customized eyeshadow-and-blush palette for 5,000 won.
GS25, operated by GS Retail, is also selling travel-sized cosmetics priced in the 3,000-won range through collaborations with brands including Musinsa and Manyo Factory.
Expanding the range of affordable cosmetics could help retailers attract both domestic consumers and foreign tourists.
A model looks at cosmetics sold at GS25 in collaboration with Musinsa in a photo provided on July 2, 2025.GS RETAIL
"Convenience stores are evolving beyond places to buy daily necessities into platforms for discovering beauty products," said Kwon Ju-hee, a merchandise manager for household goods at 7-Eleven. "We aim to meet demand from both Korean consumers and foreign tourists by offering affordable, high-quality cosmetics."
Large supermarkets are also strengthening their affordable cosmetics lineups.
Lotte Mart operates specialized sections at 80 branches, where it sells ultra-low-priced cosmetics for 4,950 won. Sales at those sections between January and May surged 167 percent compared with the previous five-month period, according to the retailer.
Emart also expanded its affordable beauty product offerings. It partnered with LG Household & Healthcare and launched the GLOW:UP by Beyond brand in April 2025, selling cosmetics for 4,950 won exclusively at Emart branches. The brand has sold over 200,000 products as of June 22.
"Sales of skincare products at Emart have increased 51.2 percent this month compared with the same period last year," an Emart official said. "Demand for ultra-low-priced cosmetics has remained steady, with many senior consumers returning to buy them again."
This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
