New Star in Affordable Cosmetics: The Birth Secret & Charm of "Minum" Created by Yutori & i.D

All products are palm-sized mini cosmetics. minum is an item developed with a focus on both affordability and quality, which has become a hot topic, especially on social media.

Born from a joint project between yutori, Inc., which operates multiple apparel brands, and i.D, a manufacturer responsible for the development, production, and distribution of cosmetics, it was launched in March this year. Since then, the number of purchasers has grown rapidly, centered on Gen Z, and the number of stores handling it has been expanding.

The balance between price and quality, and gaining the powerful influence of social media, were achieved through the creativity and efforts of both companies. Through interviews, we delved into the behind-the-scenes.

Increasing Demand for Low-Priced Cosmetics

minum is priced at one coin, realizing a low price range. How do you see the recent trends and demand in the affordable cosmetics market?

With the ability to easily purchase cosmetics at 100 yen shops or three coins shops, the sales of low-priced cosmetics seem to have increased significantly. The original cosmetic line from "SHEIN," "SHEGLAM," is also one of the factors.