Tourists waiting to enter Daiso. Photo by Asia Economy DB

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A new 'sold out frenzy' has erupted at Daiso, the latest battleground for beauty brands. The star this time is the vegan color cosmetics brand Dinto. After its lip tint sold out shortly after its launch earlier this year, the brand is now seeing continued success with its eye palette. Beauty communities are flooded with reviews from beauty enthusiasts (beauty product maniacs) saying, "If you see it at Daiso, you have to stock up right away," and "A Daiso product you must get right now."

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According to Daiso Mall, the 'Prelude Dinto Nostalgia Eye Palette' ranked 2nd, 3rd, 7th, and 11th by color in the beauty and hygiene category of the new product rankings. The number of consumer clicks reached up to 140,000. As more brands are launching beauty products through Daiso and competition for ranking is fierce, the popularity of this product stands out as exceptional.

This product is part of the Daiso-exclusive line 'Prelude Dinto' from the vegan beauty brand Dinto. Starting with an online mall launch on January 17, Dinto introduced lip tints, powders, eyeliners, brow pencils, foundations, and eye palettes. The initial stock sold out after launch, causing a sell-out frenzy. The price is 5,000 won.

Four eyeshadow palettes presented by Dinto. Screenshot from Daiso Instagram

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During a recent visit to a Daiso store, Dinto brand products were nowhere to be found on the shelves. A staff member said that most Dinto products were sold out and that the shelves were being restocked with other brands. The few remaining Dinto items were gathered in a single box. A Daiso employee said, "These are products to be sent to another store, so I'm not sure if you'll find what you want."

Inside the small box, about the size of a shoebox, were a mix of eye palettes, plumping lip tints, foundations, and powders.

Among the five or six remaining eye palettes, the reporter chose No. 74 Little Lorca, which is described as perfect for warm-tone shading makeup. Dinto's eye palette comes in four colors. No. 71 (Little Alcott) and No. 72 (Little Austin) are muted shades that can be chosen based on skin tone. "Muted tone" refers to colors with low saturation that give a soft impression. No. 71 is designed for lighter skin tones (No. 17-20), and No. 72 for skin tones No. 21-23, according to the company. No. 73 (Little Salome) and No. 74 contain glitter and are tailored for cool and warm tones, respectively. The product is made in Korea and the manufacturer is Codi.

The product on the left is Dinto Eye Palette, and the one on the right is a 4-compartment eye palette sold on the market. Photo by Minji Lee

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The first impression was "compact." Compared side by side with a quad eye palette sold at a multi-brand shop (MBS), it was slightly smaller. The packaging is plastic, and its light weight makes it ideal for carrying around. When traveling, I used to worry about breaking a 30,000-40,000 won eye palette, but this product is a perfect fit.

The most important factors in eye makeup are color combination, pigmentation, and staying power. The product was full of coral (orange) tones, perfect for warm tones. There was an orange-toned shadow for the eyelids, a dark brown shadow for accent, and two types of glitter to add vibrancy to the face. As someone who uses a lot of eye shadow, it was enough for application on the aegyosal, the lower triangle zone, and the inner corners of the eyes.

I tested the color payoff of each product on tissue paper using a new brush. There was powder fallout on the surface of the products, and it took about five layers of application for the colors to become vivid. Photo by Minji Lee

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The pigmentation was weak. Even after applying twice with a brush, it was hard to tell if any color had been deposited. When using all four shades evenly, it was necessary to layer the product multiple times to see if the color built up well. The staying power was similar to other products. Some creasing occurred over time due to oiliness. However, this may be affected by other products like sunscreen and foundation, so I will reserve judgment.

The downside was powder fallout. When applied with fingers, the fine particles spread smoothly over the eyelids, but when using a brush, powder could be seen on the eyelids and product surface.