Daiso makeup is getting a glow up with the introduction of coou, a Japanese beauty brand that has been taking Japan by storm since its release in February 2023 for its incredible quality and affordable price.
With products flying off the shelves in every Daiso store across the nation, it’s been making waves on Japanese Twitter and Instagram with beauty gurus scrambling down to Japan to get their hands on products as well.
And great news for you, coou has finally come to Singapore! I spotted the makeup line in Plaza Singapura’s Daiso outlet a few days ago and felt the need to share this amazing brand that costs less than S$5 with everyone.
There are probably a number of readers out there who recognized the brand too, as the coou section was selling out while other Daiso makeup lines like Gene Tokyo and UR GLAM remained well-stocked during my visit.
Unfortunately, I didn’t spot the most talked-about coou Cushion Foundation and eyeshadow palettes. Perhaps they weren’t imported to Singapore, but if anyone sees them, do let us know!
Nevertheless, their other available products have garnered high praise for their long-lasting quality and high pigmentation as well. Here’s some information on the ones that I’ve spotted in Daiso at Plaza Singapura.
1. coou Liquid Eyeshadow Glitter Liner
The coou series takes inspiration from Korean beauty trends and offers products designed to make your aegyosal (the little fatty deposits right below your waterline) pop. This liquid Glitter Liner (S$2.16) is meant for highlighting your aegyosal, but with its fine and sharp brush tip, you can use it for drawing precise details on your lids as well.
The Glitter Liner comes in a variety of colours and glitter sizes. It is available in gold, pink, white and blue, with 103 White Dust being a clear liquid glitter. The holographic glitters reflect the light nicely and does not give off the feeling of being cheap.
According to reviews, it performs similarly to other branded glitter products in terms of adhesion and most importantly, it allows the colour of your eyeshadow to shine through! It can be hard to get glitter onto the fine tip during application, but it’s only S$2.16, so I’m not complaining.
2. coou Liquid Eyeshadow Glitter Eyeshadow
The Glitter Eyeshadow (S$2.16) is almost indistinguishable from the Glitter Liner packaging-wise, and you might be wondering what is the difference between the two. It’s the brush applicator, with the Glitter Eyeshadow having a fuzzy tip similar to lip gloss wands.
The applicator can cover a larger area with glitter at once. Once dried, it doesn’t smear or flake off even when you rub it vigorously, so that gets an A+ from me! However, darker and more pigmented colours like 02 Champaigne Beige may exhibit some unevenness in the coating, so take extra care when you’re layering.
Colours 01 Shine Daily and 04 Aurora Pink are highly recommended for daily use as they are very versatile and can go with many different styles.
3. coou Stick Eyeshadow Eye Bags Liner
Switch out the “Eye Bags” with “aegyosal” in Eye Bags Liner (S$2.16), and you’ll get “aegyosal liner”! This liner is for contouring your aegyosal, to create a crease that will make your aegyosal puffier. Both available colours, 07 Natural Brown and 08 Light Brown, can create natural-looking creases.
Before use, prime the tip by drawing a few lines on your arm to get rid of any lumps, and it should go on smoothly and easily on your face. This liner is smudge-proof and honestly there’s no stopping you from using it to contour other parts of your face too!
4. coou Control Color
As its name suggests, the coou Control Color (S$2.16) are colour correctors for neutralising discolourations like dark circles, redness and other blemishes. Other than the four different colours, they also come in two different types — pearl type and regular.
Popular in Japanese cosmetics, pearl type indicates the inclusion of pearl powder as one of the ingredients. It is commonly used to enhance the skin’s radiant and glowing appearance with a glistening finish. The regular types do not contain any pearl powder.
01 Pink Glow and 02 Purple Glow are pearl type, and are suitable for introducing more colour onto your face and giving your skin a dewy look. The thinner you spread it, the better the pearl finish will look. Regular types like 03 Yellow and 04 Green (the best performing one!), have better colour correcting effect and coverage.
5. coou Face Powder
Face powder is a must for every person who has an oily complexion. Coou’s Face Powder (S$4.10) is compact, making it easy to bring around. Their puff is also thick and easy to use, but you can replace it with your own brush if you find it too small.
Reviewers have commented on how it is addictively fine and smooth, drawing comparisons to the popular Innisfree No Sebum Mineral Powder. The sebum-absorbing properties are also amazing for its price, and it doesn’t transfer easily even when wearing a mask.
Unlike coou Control Color’s pearl types, Face Powder 02 Pink and 03 Purple are pearl types with a pronounced pearl finish that is not unlike glitter. Go with 01 Clear if you are looking for a setting powder that is suitable for office wear and does not have much of a white cast.
6. coou Highlighter
Although the coou Highlighter (S$2.16) is not as intense as other branded highlighters, it still has more of a lustre than you might expect for a S$2 product. It does its job well, goes on your face smoothly, and does not have much fall out. However, it’s weak to scratches so you might want to be careful with your nails!
It comes in three colours, 01 Light Gold, 02 Light Coral and 03 Light Pink. While 01 Light Gold may appear yellow, it actually is closer to white when applied, offering the brightest effect out of the three. Opt for 02 Light Coral for a natural glow and versatile highlighter. If you prefer a sheer, pearlescent finish, however, go for 03 Light Pink.
7. coou Liquid Matte Tint
These lip tints have great colour, and they have pretty good stains even after a rubbing test. However, out of all the coou products that are available in the Daiso makeup section, I think it definitely could benefit from more improvements in its formula.
Applying the lip tint too generously will produce “eraser dust” when you rub your lips. Accidentally ingesting them during meals is not the best feeling in the world, but thankfully, a single layer of lip tint is enough to create the desired matte effect.
While the lip tints contain some moisturising ingredients, they might not be sufficient. Lip balm is essential for those with dry lips, though you’ll have to make do with a reduced matte finish.
Surprisingly, the Liquid Matte Tint (S$2.16) was sold out during my visit, which speaks about how many still found it to be a good bargain despite its flaws.
Here comes the burning question: How long does the makeup last? A Japanese YouTuber found that with proper prep, the makeup can stay fresh for up to 10 hours with all the colours, glitters and liners intact.
Although Daiso makeup is known to not inspire confidence in many, coou is here to redefine your expectations. If you’re still on the fence, just get them! It’s only S$2.16 after all!
BRB, I’m going to sweep the shelves clean.
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Photos by Kaye Yeo