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The Seoul Edit

What Seoul Is Buying Right Now

Six products Seoul is talking about this autumn, each with its source and the day I checked.

720K units (company)Daiso line
01Modamoda Blue Biotin Scalp lineDaiso line · ₩5,000 or less
16 channelsDaiso range
02VT PDRN Tone-On Jelly PackSheet pack · Daiso range
20 videos11 days
03Too Cool For School Erasing Cover CushionNew cushion · Oct 14–24

Sources: Korean press, public YouTube view counts, and a quick Amazon US search on Oct 29. The Amazon line is a first-screen search from Seoul, not a market study: "seen" means a listing appeared; "not seen" does not mean it doesn't exist.

Issue 01 went deep on three products. This one is wider: six things Korean creators and the Korean press are talking about right now, with the numbers behind each and where the numbers come from.

Four of the six started at Daiso or at value prices in the ₩3,900–5,900 range (about $2.70–4.10), which is where a lot of Seoul's beauty buzz landed this autumn. For each one I checked Amazon US on Oct 29. That check is quick and imperfect, so treat it as a starting point. If one of these is something you'd like to stock, tell me which and I'll try to find who sells it and introduce you.

Sean Lim · Seoul

01

Modamoda Blue Biotin Scalp line

Shampoo · scalp scaler · capsule treatment · Daiso

A seven-item scalp-care line that the company says is sold in Korea only through Daiso: shampoo, a scalp scaler, a capsule treatment. Everything is priced at ₩5,000 (about $3.50) or less.

720,000 units, and four in five of them sold over a Daiso counter.

Modamoda says it has sold 720,000 units since the 2025 launch (shampoo 310,000; scaler 150,000; capsule treatment 120,000), about 80% of them in Daiso stores. These are the company's own figures.

720K units (company)~80% at Daiso≤ ₩5,000 (~$3.50)
▶ 1.1MDaiso hidden-gem roundup, 4 items · 09/29

A Modamoda Blue Biotin scaler listing appeared in the search; the shampoo did not on the first screen. As a Daiso line, whether Modamoda can supply it for export is the open question.

Whether a Daiso-exclusive line can be supplied for export is the first thing I'd ask. Tell me you want it and I'll ask.

Seoul price≤ ₩5,000about $3.50 · at Daiso
Units sold720Kcompany figure since the 2025 launch
Open questionExporta Daiso-exclusive line: can Modamoda supply it?

Source: Beauty Hankook, Oct 22

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02

VT PDRN Tone-On Jelly Pack

Sheet pack · Daiso range, per creator videos

A PDRN sheet pack that Korean creators describe as part of VT's Daiso range.

Sixteen different Korean creators named it in four weeks.

16 videos from 16 different Korean channels named it between Sep 29 and Oct 26. 14 of them have "Daiso" in the title and 7 carry a sponsorship tag, and many are roundups, so this is buzz rather than proof of sales.

16 videos · 16 channelsSep 29–Oct 267 sponsor-tagged
▶ 141KDaiso pairing tips · 10/20▶ 12KDaiso PDRN packs compared, paid promotion · 10/08

VT's other PDRN masks appeared on Amazon US; this Daiso Tone-On Jelly pack did not on the first screen.

VT is an established brand with other PDRN masks on Amazon US. Whether the Daiso Tone-On Jelly pack itself can be supplied outside Daiso is the first thing I'd ask VT.

Videos16from 16 channels
Window4 wksSep 29–Oct 26
Sponsor-tagged7 of 16so read it as buzz, not sales

Source: YouTube public counts, Oct 28

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03

Too Cool For School Erasing Cover Cushion

Cushion foundation · new launch

A new cover cushion from Too Cool For School. Creators often review it next to the brand's Angelic Satin Cushion.

Twenty videos in eleven days.

20 videos from 16 channels between Oct 14 and Oct 24, including a 412K-view launch video on Oct 18 from Risabae, the makeup creator who says she made the cushion with the brand. Two videos carry a sponsorship tag and several are cushion-versus-cushion comparisons, so read it as launch buzz, not sales.

20 videos · 16 channelsOct 14–24top video 412K
▶ 412KLaunch video by Risabae, who says she made it · 10/18▶ 44KErasing vs Angelic Satin, creator says no ad · 10/20

Another cushion from the brand appeared on Amazon US; the Erasing Cover Cushion did not on the first screen.

Too Cool For School already has a cushion on Amazon US, so a US channel exists. Whether this one is in it yet is the question. Tell me and I'll ask the brand.

Videos20from 16 channels
Window11 daysOct 14–24
Top video412Klaunch video by its co-creator, Oct 18

Source: YouTube public counts, Oct 28

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Three more to watch

Counts are as of Oct 28–29, 2026. Video counts include roundups and some sponsored videos, so read them as buzz, not sales.

04

Mamacare Sea Grape Skin Pack

Skin pack · Daiso range, per creator videos

▶ 137KSix Daiso must-buys · 10/08▶ 29KDaiso finds · 10/21

A sea-grape skin pack that Korean creators feature as a Daiso find.

14 videos from 13 channels between Sep 29 and Oct 24. 12 have "Daiso" in the title and 4 carry a sponsorship tag. The same Daiso roundups also feature the VT pack above.

Not seen in a first-screen search (other sea-grape masks appeared).

14 videos · 13 channelsSep 29–Oct 244 sponsor-tagged

Source: YouTube public counts, Oct 28

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05

Solep Hair Root Aquapik Scalp Scaler

250ml + brush set · Korean name 솔랩 · Olive Young

Solep Hair Root Aquapik Scalp Scaler bottle
Product image from a Style Korean listing
▶ 4KScalp scaler short, paid promotion · 09/29▶ 164KShower-routine video that lists it · 08/11

A scalp scaler sold as a set with a brush.

It ranked first in hair care on Olive Young's online-mall page-view top 10 as of Aug 1, after also ranking first the month before. Page views, not sales.

My Oct 29 searches used the spelling "Solep", which is not how the brand is spelled on the bottle (Solep), so they don't count. Korea-based shops that ship overseas list it as Solep Hair Root Aquapik Scalp Scaler. I haven't rechecked Amazon US under the right spelling.

#1 hair care, OY page viewsAug 1 · and July

Source: Cosmorning, Aug 12

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06

Musinsa Standard Beauty skincare

Value skincare from Korea's fashion platform

480Kunits in about ten months, per Musinsa

A private-label skincare line from Musinsa, launched with eight items at ₩3,900–5,900 (about $2.70–4.10) in September 2025 and now at 19.

Musinsa says the skincare line sold 480,000 units in about ten months. Brand-wide transaction value in the first half of 2026 was up about 153% year on year. It entered Australian offline retail in August and says China is planned this year.

The Oct 29 search was inconclusive (the page was still loading) and I have not checked for a US stockist. Whether a fashion platform's own label sells wholesale abroad is unknown; I'd ask.

480K units · ~10 months₩3,900–5,900 (~$2.70–4.10) at launchAU in Aug · China planned

Source: Newsis, Aug 4

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Want to stock one of these?

Tap "Ask about this product" on it, or reply to this issue. I'll try to find the brand or distributor and introduce you. I can't promise they'll answer or sell to the US. No fee, and Citeda doesn't sell or ship anything.

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b) Reaching the brand
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One tap opens an email. Sean Lim · sean@go.citeda.com
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