Dasique

Dasique (Korean: 다시크) is a South Korean colour-cosmetics brand based in the Gangnam district of Seoul. It belongs to BY ECOM, a Korean cosmetics company, and was founded by Jeongmi Yeon, who also leads BY ECOM and the brand After Blow [9]. The name fuses "Daisy" and "Unique", and the line is built almost entirely around makeup organised into floral-themed colour collections.

The brand emerged in the late 2010s and grew through social media, where its eyeshadow palettes and lip products circulated widely among K-beauty audiences. It remains active, with a steady stream of new collections and lookbook content.

Dasique was founded by Jeongmi Yeon, who is also the founder and chief executive of BY ECOM and of the brand After Blow [9]. Korea Product Post describes Dasique as a venture started by the president of BY ECOM, characterising the parent as a small Korean cosmetics company [7]. The brand's US-facing site romanises the founder's name as "Jungmi Yoen", while the Korean site and editorial coverage use "Jeongmi Yeon"; these refer to the same person under different transliterations.

The founding date is not firmly settled. The business database Tracxn records a founding year of 2020 [10], whereas the company's Korean site lists an e-commerce permit numbered "2019-SeoulGangnam-04279", which points to a 2019 registration [5]. One plausible reading is that 2019 marks setup and registration while 2020 marks the operational launch, but the sources do not reconcile the two dates explicitly.

According to editorial coverage, Dasique launched in Korea with floral-inspired makeup collections and drew early attention for soft colour stories and feminine packaging [9].

Dasique operates under BY ECOM, the Seoul-based cosmetics company founded by Jeongmi Yeon [7]. Corporate records reflect two registered entities tied to the brand: a Korean company behind BY ECOM and a separate US operating entity, Dasique Inc., each with its own registration number. Tracxn lists the company as unfunded, reporting no disclosed funding rounds [10].

The brand frames itself around flowers and self-expression. On its Korean site, Dasique describes itself as "inspired by flowers that bloom and wilt in the course of nature", a brand that "cultivates the true beauty in you". Its stated mission is to help wearers "achieve a floral vibe that only you can own". The name itself, a blend of "Daisy" and "Unique", reflects this theme, and the company says each collection is built around a different flower or mood meant to highlight a personality. The tagline used across its materials is "Blooming Your Own Beauty".

In market terms, Dasique sits in the accessible drugstore tier rather than prestige cosmetics, a position reinforced by its placement in Korean retailers such as Olive Young [7]. Editorial writers associate it with the "my-skin-but-better" approach common in K-beauty and with soft, romantic aesthetics aimed at a younger audience.

Dasique's range is confined to makeup, with no skincare, haircare or fragrance lines. The catalogue spans eyes (eyeshadow palettes and liquid glitter), lips (tints, sticks, glosses and balms), cheeks (powder and cream blushes, lip-and-cheek products) and face (primers, concealers, highlighters and powders).

Its most recognisable item is the 9-Color Shadow Palette, which arranges mattes, shimmers and glitter shades around a single floral theme; Korea Product Post notes that the palette's popularity spread across Instagram, with beauty influencers in Hong Kong among early adopters [7]. The brand also gained traction online with its colour-pot lips and a Mood Painting Lip & Cheek Palette, which the company highlights as a viral product. Other frequently cited items include the Blending Mood Cheek blush, the Water Blur Tint and the Souffle Color Pot. Collections have included names such as Rose Milk Tea, Milky Fruits, Berry Smoothie, Coquette Makeup and Knit Collection.

Editorial sources report that Dasique's products are vegan and not tested on animals [8][9].

Dasique sells through several channels. Beyond its own direct-to-consumer stores, it has a dedicated brand page on Olive Young Global, the international arm of Korea's largest health-and-beauty retailer [11], and is carried by international K-beauty retailers including YesStyle and Stylevana. Its Korean site states that it ships worldwide to more than 190 countries.

Dasique has appeared in K-beauty editorial coverage rather than formal awards. YesStyle featured it in a 2024 brand spotlight, Korea Product Post profiled it in a "Brand Focus" piece, and the UK retailer Glamtouch included it in a feature on women-founded K-beauty brands for International Women's Day [9]. No industry awards are documented in the available sources.

Dasique is an active brand with global reach. Its sites and retail partners indicate continued operation, and its lookbook channel carries recent collections such as Knit Collection, Coquette Makeup, Milky Fruits and Ballet Core. Distribution spans Olive Young Global, YesStyle, Stylevana and the brand's own US and Korean e-commerce sites, alongside an active social-media presence.