Three K-Beauty Launches Worth Knowing About Right Now

Three separate brand moves landed in the news today, and together they sketch out where K-beauty is actually heading — Daiso shelves, TikTok Shop, and European drugstore chains. Here's the breakdown.

Ampoule N drops four Daiso-exclusive ampoules at 5,000 won each

Koriana Cosmetics' ampoule-specialist label Ampoule N is entering the Daiso beauty aisle with four new 50mL ampoules, each priced at 5,000 won and each targeting a different skin concern. The lineup is called "Ampoule N for Every Concern" and the four SKUs are genuinely distinct rather than just repackaged variations.

The Pepta Thread Shot Ampoule is the firmness pick — it contains five types of peptides plus what the brand describes as dissolvable thread beads. The Cera Booster Shot Ampoule is the dry-skin option, combining rice ceramide, rice PDRN, and panthenol; the brand positions it as a pre-makeup base step that helps foundation sit better. The Multi Hyaluron Shot Ampoule stacks eight different molecular weights of hyaluronic acid alongside a bio-networking system, and the brand specifically calls out a non-sticky finish. The Paha Shot Ampoule is the exfoliating one: a low-irritation peeling ampoule built around gluconolactone (a PHA) at 10,000ppm, plus AHA, BHA, LHA, and zinc PCA for texture and sebum control.

Ampoule N notes that all products have passed low-irritation testing, and the brand frames this Daiso launch as a way to bring its derma-cosmetic positioning to a broader consumer base without the usual price barrier.

Epais' lash serum goes viral via Loren Gray on TikTok

K-beauty hair and lash brand Epais (from multi-brand company Adapt) has been building momentum on TikTok in the US, and the latest signal is a feature from Loren Gray — a first-generation TikTok creator with over 52 million followers. In a recent video, she talked about using the Epais Eyelash Essential Serum nightly, framing it around her goal of achieving what she calls "Bambi lashes" after roughly 11 years of wearing false lashes. The video crossed 100,000 views within its first day.

This isn't Epais' first TikTok moment — an earlier creator review hit 13 million views within 12 hours of posting, and the brand reported that daily sales the day after that video went up approximately 15 times compared to the upload day itself. Those numbers translated into platform-level recognition: Epais reached TikTok Shop seller Tier 5 (Premier) in July, then moved up to Tier 6 within three months.

The Eyelash Essential Serum is described as a high-nutrition serum for short or weak lashes. Epais is also planning to participate in major end-of-year promotional events on Amazon and TikTok Shop as it pushes further into the North American market.

Centellian24 takes its Madeca Cream into Europe

Dongkook Pharmaceutical's derma-cosmetic brand Centellian24 — which hit cumulative sales of 1 trillion won by end of 2024 — is now moving into Europe after establishing itself in North America and Japan. The European rollout is anchored in the UK, where the brand entered Boots across more than 70 physical stores and its online shop, plus Superdrug's online channel, carrying the flagship Madeca Cream among other SKUs.

Eastern Europe is also in play: Centellian24 entered Czech drugstore chain Rossmann across roughly 230 stores in early April this year, plus the Notino e-commerce platform (described as Europe's largest beauty e-commerce platform), dm stores across Slovakia and Serbia (247 locations), and a pharmacy chain in North Macedonia with 180 locations. Outside Europe, the brand is in Shoppers Drug Mart across 1,500 Canadian stores, Soco Box K-beauty stores in Chile, and Watson's and Guardian locations across Malaysia, Thailand, and Singapore.

The US Amazon Prime Big Deal Days event in early October this year delivered a 1,104% year-on-year sales increase for the brand, and the 360-Shot PDRN Lifting Eye Cream ranked number one in the eye treatment cream category during that event. In Japan, Centellian24 is now in over 7,500 offline stores including Don Quijote, Loft, and Matsumoto Kiyoshi. The global distribution push is real and it's moving fast.