Daiso's 5,000-won cosmetics sell out as Dongwha Pharm. line tops 1 million units

Dongwha Pharm.'s cosmetics brand Fusiderm, launched exclusively for Daiso, has sold more than 1 million units in just six months, with several products selling out after word of mouth spread about their functional ingredients — including panthenol — at a 5,000-won price point.

According to Dongwha Pharm. on Thursday, the Fusiderm cosmetics line, which debuted at Daiso in May, triggered a sellout frenzy almost immediately after launch and crossed the 1 million cumulative sales mark within six months.

The Trace Repair Capsule Cream, released last month, shot to No. 1 in the beauty sales ranking on Daiso's online store right after launch and has been selling more than 200,000 units a month at Daiso alone.

The product combines Dongwha Pharm.'s core cosmetic ingredient "Fusiderm-P" with niacinamide, a whitening active. Despite its 5,000-won price, it uses a capsule-and-gel dual formula typically found in higher-end products — concentrated active ingredients are encapsulated inside the cream and blend with the gel base when applied to the skin.

Shortly after launch, social media and YouTube filled with reviews saying "buy it the moment you see it at Daiso" and "it's packed with concentrated capsules — this price makes no sense," driving the product to sell out.

Beyond the capsule cream, the Barrier Repair line — focused on strengthening the skin barrier — has also drawn strong consumer interest. Its key ingredient is "Fusiderm-P," a blend of fermented Fusidium coccineum extract filtrate and panthenol.

The flagship Barrier Repair SOS Cream contains 5 percent panthenol. In a human-application test released by Dongwha Pharm., three days of use reduced mild transepidermal water loss by 55.5 percent and improved the soothing condition of skin damaged by external irritants by 80.8 percent.

News that the product delivers 5 percent panthenol for 5,000 won has left it temporarily out of stock at some Daiso stores nationwide and on the official online store. Consumers say it offers exceptional value compared with similar products that sell for 30,000 to 50,000 won ($22 to $37) in the broader market.

The Barrier Repair BB Cream has also proven popular. The low-irritation formula contains 4,900 ppm of panthenol and is designed to even out skin tone and reduce redness while delivering a dewy, moisturized finish.

The brand's official website has accumulated more than 2,000 reviews praising the products, with comments such as "I'm more satisfied than I expected — it goes on better and feels lighter than a heavy foundation."

Dongwha Pharm., which introduced Fucidin ointment to the domestic market in 1980, is using Fusiderm to broaden its cosmetics business by offering differentiated products tailored to consumer needs across retail channels. The company plans to leverage the Fucidin brand's recognition and its pharmaceutical research expertise to develop high-performance cosmetic products.

"Building on the brand competitiveness we have built in the over-the-counter pharmaceutical sector, we are expanding our consumer touchpoints in the cosmetics business as well," a Dongwha Pharm. official said. "We will continue to introduce high-performance derma products that address a wide range of skin concerns, and will consider expanding our brand and product lineup as we monitor market response."