DAILY COMMA: A Fragrant “Punctuation Mark” for Everyday Life

We deliver only the value of fragrance itself. That is our one and only promise.

— Brand message

Essential Information

Founded: 2015

Founder and CEO: Ahn Se-min

Manufacturer and operator: AD International Corp.

Official website: dailycomma.co.kr

Official Instagram, global: @dailycomma_official

Official Instagram, Japan: @dailycomma_japan

The Founder and the Origins of the Brand

A Brand Born from 20 Years Behind the Scenes

DAILY COMMA did not emerge overnight. Behind it lies at least 20 years of manufacturing expertise, steadily accumulated since the early 2000s.

AD International Corp. was founded in June 2000, based in Paju, Gyeonggi Province, South Korea. In its early years, it began by supplying aroma oils and burners to Amorepacific’s Innisfree, and also manufactured fragrance products for LG Household & Health Care’s The Face Shop. It was, in effect, a company working behind the scenes to support the fragrance side of the major cosmetics brands known worldwide as the face of K-beauty.

At least a decade after its founding, AD International’s production lines expanded further. In 2012, it supplied ten portable perfumes to Daiso Korea, and the following year began exports to Daiso Japan. Its clients included Amorepacific’s Primera and Mamonde; LG Household & Health Care’s VDL, SU:M, The Face Shop, H, and Kakao Friends collaborations; Shinsegae International’s JAJU; and digital media company Blank TV’s A Normal brand. An OEM/ODM manufacturer with such a diverse client base was unusual even within the Korean fragrance industry.

“Even with the Same Liquid, a Different Bottle Changes the Response”

After planning, creating, and manufacturing countless products for other companies, CEO Ahn Se-min and his product development team repeatedly witnessed one fact firsthand.

Through planning, creating, and manufacturing products for numerous companies, we have directly experienced the power of brand value and design. Even when the liquid is the same, consumers respond completely differently depending on the brand and the bottle containing it.

— DAILY COMMA brand statement, published on Wadiz

This is not simply a question of one product being better than another. Consumers perceive an entirely different “value” in perfume packaged in a luxury-brand bottle than in a liquid with identical ingredients packaged in an unbranded plastic bottle. Through its manufacturing work, AD International encountered this structure again and again.

An Answer Born from a Single Question

This led to a question.

What value can we offer that will satisfy consumers?

— DAILY COMMA brand statement, published on Wadiz

After several years spent answering that question, DAILY COMMA was born in 2015. Its concept was simple: “당신에게 가장 가까운 향기 (the fragrance closest to you).”

The meaning of the name Daily Comma is succinctly expressed in the official Instagram profile: “당신의 일상 속 작은 쉼표 (a little comma in your everyday life).” In English, it reads “A comma between your daily life.” In other words, it is a brief breathing mark placed within the “sentence” of our rapidly moving days. It expresses the belief that fragrance should play precisely that role.

A Declaration to Break Down the “Price Barrier”

DAILY COMMA set out to remove the “price barrier” created by luxury-brand and niche perfumes.

To remove the price barrier of established branded perfumes and expensive niche perfumes, so that everyone can enjoy fragrance easily, and so that fragrance can become part of your everyday life.

— DAILY COMMA brand statement, published on Wadiz

The brand concludes its answer to that question with these words: “저희가 전해드리는 향기로 바쁜 일상의 쉼, 설레는 선물, 감사의 표현 등 여러분만의 멋진 인생 스토리를 만들었으면 합니다 (We hope the fragrances we bring you will help you create your own wonderful life stories, whether as a pause in a busy day, an exciting gift, or an expression of gratitude).”

AD International could realize this vision because of its distinctive ability to handle everything from planning to manufacturing in its own factory. The perfumery skills and production facilities developed through continuing OEM/ODM work alongside its own brand provide the engine that combines low prices with high quality.

Gaining Recognition at Home, Then Moving Overseas

As DAILY COMMA developed as a brand, it won two awards in 2018: first place in Korean Brand Preference in the household goods/diffuser category, and first place for brand preference in the KCAI Korean Consumer Assessment awards. It also received a KCA Home Fashion Award in 2020.

In 2019, alongside the completion of a new factory in the Chukhyeon Industrial Complex in Paju, Gyeonggi Province, it began exporting to Taiwan, Hong Kong, Malaysia, Singapore, Vietnam, and the United States. In 2021, it also expanded into the United States, Canada, and Mexico through Amazon. It is now popular in Asian markets including Vietnam, the Philippines, and Malaysia.

The brand officially entered Japan for the first time in April 2025 through Cenqur Co., Ltd., based in Higashiosaka, Osaka Prefecture. Beginning with drugstores and variety shops, it held a limited-time pop-up at @cosme TOKYO in September that year. A pop-up at @cosme OSAKA followed in April 2026, showing how rapidly its Japanese presence expanded into in-person experiential events in just one year.

The Brand’s Commitments

A Fragrance-Making Philosophy: “Scents That Resemble Nature, Scents That Contain Nature”

AD International’s motto is “자연을 닮은 향기, 자연을 담은 향기 (scents that resemble nature, scents that hold nature within them).” It uses essential oils derived from natural plants and rigorously avoids harmful ingredients. It complies not only with Korea’s chemical registration and evaluation system, K-REACH, but also with European REACH and the guidelines of EWG and IFRA.

It has also obtained certification from accredited testing institutions confirming that harmful substances such as formaldehyde, methanol, glyoxal, and benzene were not detected. Its diffusers use plant-based ethanol derived from grains such as rice, barley, and sweet potatoes, resulting in less alcohol odor and a milder finish.

In formulation, it thoroughly studies the molecular weights and evaporation rates of the base liquid and fragrance materials to design blends that release scent evenly and continuously. Its in-house R&D department performs formulation experiments and scent-diffusion tests every day, and this tireless commitment to research supports the brand’s quality.

A Commitment to Quality Certification

The solid perfumes in the Bello de Parfum line received an “Excellent” rating from the German dermatological testing institute Dermatest. A skin-irritation test involving 30 people was also conducted at Korea’s P&K Skin Research Center in May 2024. The alcohol-free balm carries fragrance in a base containing plant-derived oils and fats. These test results do not guarantee that no user will experience irritation.

Packaging Design

Simple, minimalist designs give the products the clean appearance characteristic of an affordable Korean brand. The solid perfumes come in compact 4.7 g twist-up sticks that can be applied directly to the wrists or neck.

The Fragrance Lineup

DAILY COMMA’s products fall into three main groups: perfume and fragrance, hand and body care, and home fragrance. Its fragrance lineup includes the following.

Signature Perfume Discovery Set (3.3 ml × 3)

The Signature Perfume Discovery Set contains three 3.3 ml sprays of the same fragrance. Customers choose one of four scents: Fleur Mood, On the Gray, Wild Cozy, or Pearl Studio. It is not a box containing all four fragrances.

The small sprays are intended to be carried and used to suit the moment or mood. In Japan, a three-bottle Signature Perfume set was offered as a gift with purchase at the @cosme OSAKA pop-up in April 2026.

• Fleur Mood: A charming, elegant floral, like flowers freshly blooming beneath sparkling sunlight.
• On the Gray: A musk combining white floral and seaweed nuances, evoking an exotic, pristine natural setting.
• Wild Cozy: A woody fragrance in which bergamot and neroli wear the autumn sunlight, like sandalwood carried on the wind and filling a field.
• Pearl Studio: A powdery musk in which musk like warm sunlight lingers at the tip of the nose, drawing the wearer into sweet memories of vanilla.

Most Eau de Parfum, 30 ml

A mainstay perfume line sold at Daiso, on the official website, and elsewhere. Formulated with French essential oils, it offers a premium-feeling finish. Available in several scents, including Musk Fig, Cotton White, and Muguet Vanilla, it is also popular in Japan.

Aroma Perfume Mist, 15 ml

DAILY COMMA’s “first product to arrive in Japan,” this series served as its initial point of contact with the Japanese market. At least ten varieties are available in Korea, while six reached Japan in April 2025: Juicy Candy, Romantic Blossom, Peach Lilac, Cotton & Musk, Baby Powder, and Flower Soap. As its ¥330 tax-inclusive price suggests, it is designed as the lowest-threshold entry point to enjoying fragrance every day.

The Bello de Parfum Series

Bello de Parfum solid perfumes are designed for adding a little fragrance while out and about. The balm softens with body heat and is spread thinly over the skin for a gentle scent. Its smooth, low-stickiness texture and portability make it suitable for daytime reapplication as well as a morning routine.

Four scents launched in Japan on September 29, 2025: Dear Rosie, Vanilla Jazz, Musk Dawn, and Velvet Wood. The range is intended for everyone from first-time perfume users to people who choose different scents for work and leisure. The Bello name also extends to hand creams, body washes, body lotions, and hand washes.

Each scent is accompanied by a scene to imagine while wearing it. Dear Rosie evokes a flower garden where musk softly surrounds pink roses. Vanilla Jazz combines jasmine petals and leaves swaying to a jazz rhythm with the warmth of vanilla. Velvet Wood expresses autumn’s sweetness and bittersweet edge through woody musk. Their scent structures are as follows.

• Dear Rosie: Lemon and green fruity notes (top) → rose, geranium, and white florals (heart) → cedarwood and musk (base).
• Vanilla Jazz: Bergamot, blackcurrant, and whipped cream (top) → rose, jasmine, and ylang-ylang (heart) → patchouli, vanilla, and musk (base).
• Musk Dawn: Peach and tangerine (top) → jasmine, rose, violet, and green notes (heart) → musk, amber, cedarwood, vetiver, and sandalwood (base).
• Velvet Wood: Apple (top) → jasmine, lily of the valley, neroli, and eucalyptus (heart) → amber, musk, patchouli, cedarwood, and vanilla (base).

The Home Fragrance Line

The range includes diffusers in 200 ml and 100 ml sizes, candles, and fabric fragrances, or 섬유향수, for clothing and textiles. At least ten signature diffuser scents are available, including Black Cherry, Daily Laundry, Spring Flower, and Grapefruit. A Crystal Edition was introduced in 2020.

By the Way…

Collaborations with Snoopy: DAILY COMMA has released several series of diffuser collaborations featuring Snoopy, the Peanuts character. Bottles decorated with playful, adorable Snoopy illustrations became popular in Korea for their appeal as home décor, and the brand also created a limited Christmas edition for Kakao Makers. The combination of an affordable fragrance brand and licensed characters can be seen as a strategy that effectively captured demand for gifts.

From a Daiso-Exclusive Brand to the World: DAILY COMMA began as an affordable fragrance brand on the shelves of Daiso Korea. But comments such as “It is a perfume you can buy at Daiso, yet it genuinely smells good” spread through social media, and it now reaches consumers around the world, including in the Philippines, Malaysia, Vietnam, the United States, and Japan. As the K-beauty boom spreads into fragrance, DAILY COMMA has become one of its emblematic brands.

Three Million Diffusers a Year: According to AD International’s cited internal materials, its bestselling diffuser reportedly sells at least three million units annually. The figure demonstrates the manufacturing capability of a company driven by both OEM/ODM work and its own brands.