A 2014 top-seller lip tint pack finds a second life through short-form video in 2024; company says even its $2 products carry dedicated molds and clinical testing
Cosmelab, a K-beauty company that has grown primarily through overseas markets, is using budget variety-store chain Daiso to bring the “tattoo makeup” products of its in-house brand Berrisom to a mass audience.
The strategy goes beyond simply supplying low-cost goods. The company aims to introduce more than a decade of accumulated long-wear makeup technology to a new consumer base and to feed domestic sales data back into overseas product development.
Berrisom first entered Daiso in September 2025 with a peel-off lip tint pack and a brow tattoo pack. In July 2026 it widened the lineup with 10 new products, including five “Juicy Jam Tattoo Tint” and five “Water Syrup Tattoo Tint” variants.
According to Cosmelab, its Season 1 products surpassed 1 million units supplied to Daiso and have moved into additional production. Season 2 products are also drawing rapid early demand, with orders of roughly 900,000 units placed within a week of launch.
A 2014 Product, Rediscovered Through Short-Form Video
Berrisom launched its peel-off lip tint pack on domestic home-shopping channels in 2014. Applied to the lips and then peeled off once dry to leave a color stain, the product was later joined by items such as the brow tattoo pack, cementing “long-lasting makeup” as the brand’s core identity.
Early buyers were mainly home-shopping customers in their 30s and 40s. Despite limited domestic marketing thereafter, sales continued for about a decade on the strength of demand for the products’ staying power and distinctive application.
The shift came around 2024. As YouTubers and short-form creators reintroduced tattoo makeup, the process of applying and peeling off the product—and the before-and-after transformation—emerged as fresh content material. An application method once seen as unfamiliar was reinterpreted as an experiential element well suited to short video.
“The fact that they wanted Berrisom itself rather than a separate Daiso-only sub-brand tells us the brand identity we’ve built has been recognized” said Lee Han-na, director of Cosmelab’s online strategy division.
Entering Under ‘Berrisom’ Without a Sub-Brand
Cosmetics companies often launch Daiso-exclusive sub-brands to avoid price conflicts with their existing lines. Berrisom chose instead to enter under its original brand name.
The company judged that the ability to grasp a product’s features quickly and to verify staying power and color payoff immediately after use aligned well with Daiso’s value-for-money positioning.
Berrisom’s existing flagship line will remain a specialist range with more advanced formulations and functions, while the Daiso products serve as entry-level items that convey the core experience to a broader audience.
“Through Daiso we’re seeing purchases and reviews not only from existing customers but from consumers in their teens and 20s encountering the brand for the first time,” Lee said. “Rather than a turnover of our customer base, the age range experiencing tattoo makeup has expanded.”
‘No Compromise on Technology, Even at $2’
The central challenge was securing both product quality and mass-supply capacity within a roughly $2 retail price.
Cosmelab did not simply apply low-cost contents. From the earliest development stage it designed the container, components, formula, production volume and supply structure together, maintaining investment in features consumers can feel while trimming unnecessary costs.
The Season 2 tints were produced with Kolmar UX and underwent waterproof and 24-hour wear testing as well as skin-irritation testing, the company said. The Juicy Jam Tattoo Tint uses a formula originally developed for the flagship line.
“Just because these are Daiso products doesn’t mean we stripped anything out of the contents, the technology or the clinical work,” Lee said. “We adjusted the volume and configuration so more consumers can try them without hesitation.”
The containers, too, are not off-the-shelf. They were developed with a dedicated in-house mold, and a design registration is under way. The company plans to use the design as a consistent visual asset across the tint line so consumers can recognize Berrisom from the packaging alone.
Cosmelab’s experience in product planning, cost engineering, and production and supply-chain management—accumulated through offline distribution in Japan and operations across multiple overseas markets—underpinned the shorter timeline.
The company acknowledged, however, that meeting low prices and quality at once is not easy in profitability terms. It is weighing not only short-term margins but the potential to broaden brand experience and channel consumers toward the flagship line over time.
From Peel-Off to Everyday Tint
Where Season 1 foregrounded the peel-off method emblematic of Berrisom, Season 2 extends the staying power of tattoo makeup into an everyday format.
The Juicy Jam Tattoo Tint emphasizes vivid, jam-like color and gloss, while the Water Syrup Tattoo Tint focuses on a light, clear finish and natural staining. Both ranges come in five shades each, spanning daily to accent colors.
The new products launched alongside Daiso’s summer waterproof promotion but are not seasonal items. They target consumers who find it hard to touch up makeup during meals and drinks, commutes and school runs, or long stretches away from home.
Marketing likewise centers on these lifestyle-driven functions, using online content to show a lip color applied in the morning still holding after the workday. The company sees online and offline sales moving in tandem, as consumers who encounter a product on social media can buy it immediately at a nearby Daiso store or on the Daiso online mall.
From Sales Outlet to Consumer-Data Channel
Another payoff Cosmelab expects from Daiso is consumer data. The company plans to analyze in-store sales, online searches, reviews, shade preferences and repurchase behavior, and feed the findings into subsequent product development.
At present, response is relatively strong for easy-to-wear everyday shades such as rose, berry and coral. Where repurchases and positive reviews for particular shades or formulas recur, the company intends to apply them to Season 3 and to overseas-exclusive lines.
Cosmelab is also watching Daiso’s growth as a key K-beauty shopping channel for foreign tourists. Because preferred shades vary by country and skin tone, the company says it can segment colors and formulas by region using foreign buyers’ purchase data.
“The experience of supplying large volumes to a nationwide distribution network is evidence that Cosmelab can manage quality and volume reliably,” Lee said.
Overseas buyers weigh not only product quality but the ability to produce large volumes at consistent quality and meet delivery schedules. Cosmelab plans to use its Daiso supply experience as a business reference demonstrating both product-development capability and production-operations capacity.
Tattoo Makeup Carries Into Season 3
Cosmelab has begun discussions with Daiso on Season 3 products. Rather than simply expanding the number of items, it is reviewing follow-on products that develop Berrisom’s core identity of long wear and tattoo makeup.
Over the medium to long term, the goal is to connect the consumer data gathered at home with overseas distribution experience—widening brand-experience opportunities through Daiso domestically while proposing shades and formulas tailored to each market’s skin tones and channel characteristics abroad.
“What Cosmelab is after isn’t a cheap product or a short-lived trend,” Lee said, “but products and a brand that consumers feel deliver value beyond the price and choose again and again.”
By Eden Hyewon Jang, BCC Global Media Content Manager