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Cosmetics in Vietnam, What beauty brands need to Know

Vietnam is one of the fastest-growing beauty markets in Southeast Asia, with a population that values personal grooming and appearance. As a result, many global cosmetic brands are looking to expand their reach into this lucrative market. But what do they need to know about the Vietnamese beauty industry? In this blog post, we will explore the current state of cosmetics in Vietnam, highlight some of the top brands dominating the market, discuss future trends and provide tips for marketing your products successfully in this vibrant country. So grab your favorite beverage and get ready to learn all about cosmetics in Vietnam!

The Vietnamese Beauty Market

The Vietnamese beauty market is a rapidly growing industry, fueled by the increasing demand for high-quality cosmetics products. Vietnam has a young population that values personal grooming and appearance, which makes it an attractive market for global cosmetic brands to tap into.

According to reports from Euromonitor International, the overall value of the beauty and personal care market in Vietnam reached $2.3 billion in 2018, with skincare being the largest segment at 36% followed by haircare and color cosmetics.

The rise of e-commerce platforms such as Lazada and Shopee has made it easier for consumers to access international brands online, which has led to increased competition between local and global players in the Vietnamese beauty industry.

Another interesting trend is that men are becoming more interested in grooming themselves, opening up opportunities for male-focused product lines. As well as this, organic and natural-based products are gaining popularity amongst health-conscious consumers who place greater importance on ingredient quality than price.

There’s no doubt that the Vietnamese beauty market is experiencing rapid growth driven by changing consumer behavior. It’s definitely worth keeping an eye on this dynamic sector if you’re looking to expand your business into Southeast Asia!

Top Cosmetic Brands in Vietnam

When it comes to cosmetic brands in Vietnam, there is no shortage of options. From international luxury brands to locally-made products, the Vietnamese beauty market has something for everyone.

One of the top cosmetic brands in Vietnam is The Face Shop. This South Korean brand offers a wide range of skincare and makeup products, with an emphasis on natural ingredients. Another popular brand is Innisfree, also from South Korea, which focuses on eco-friendly and sustainable beauty products.

L’Oréal Paris and Maybelline New York are two global giants that have made their mark in Vietnam’s beauty industry. They both offer affordable yet high-quality makeup and skincare lines that cater to different skin types.

For those looking for locally-made cosmetics, Saigon Cosmetics Corporation (SCC) provides a variety of skincare and haircare products at reasonable prices. Their flagship brand “Saigon Beautycare” has been well-received by many Vietnamese consumers.

The Vietnamese beauty market presents a diverse range of cosmetic brands catering to various budgets and preferences.

The Future of the Cosmetic Industry in Vietnam

The cosmetic industry in Vietnam is rapidly growing, and the future looks promising. With a population of over 97 million people, there is an increasing demand for beauty products among both men and women. The younger generation has become more aware of their appearance and are willing to invest in good quality cosmetics.

The skincare segment dominates the Vietnamese beauty market, accounting for almost half of the total market share. This trend is expected to continue as consumers prioritize self-care routines that include skincare products. In addition, there has been an increase in demand for natural and organic beauty products due to growing concerns about environmental sustainability.

E-commerce platforms have played a significant role in driving sales within the cosmetic industry. Many brands have established online stores or partnered with e-commerce sites like Lazada or Shopee to make their products easily accessible to consumers across Vietnam.

Another factor contributing to the growth of the cosmetic industry in Vietnam is increased spending power among middle-class consumers. As disposable incomes rise, people are more willing to spend on luxury items such as high-end cosmetics.

It’s clear that the future of the cosmetic industry in Vietnam holds immense potential for growth opportunities. As long as companies keep up with consumer demands by offering innovative solutions while maintaining sustainable practices, they can expect continued success moving forward.

Tips for Marketing Cosmetics in Vietnam

When it comes to marketing cosmetics in Vietnam, there are some key considerations that brands need to keep in mind. Firstly, it is important to understand the cultural preferences and beauty standards of Vietnamese consumers. For example, fair skin is highly valued in Vietnam, so products that promote skin whitening may be particularly popular.

In addition, local influencers can play a significant role in promoting cosmetic products within the Vietnamese market. Brands should identify relevant influencers who align with their brand values and work on building relationships with them.

Another important factor for marketing cosmetics in Vietnam is pricing strategy. While there is a growing middle class within the country who are willing to pay more for quality products, affordability remains an important consideration for many consumers.

Packaging design can also be a key differentiator within the Vietnamese market. Consumers tend to prefer simple yet elegant packaging designs that reflect quality and sophistication.

Digital marketing channels such as social media platforms like Facebook and Instagram have become increasingly popular among Vietnamese consumers. Brands should consider investing in targeted advertising campaigns to reach their desired audience effectively.

By taking these tips into account when developing their marketing strategies for Vietnam’s cosmetic industry, brands may find success within this rapidly growing marketplace.


To sum up, the cosmetics industry in Vietnam is growing at an impressive rate. The market presents a lot of opportunities for both local and international beauty brands looking to expand their reach. However, it’s essential to understand the Vietnamese culture and consumer behavior before marketing your products.

To succeed in this market, you need to create a strong brand image that resonates with Vietnamese consumers’ preferences while providing high-quality products. Also, consider partnering with local retailers or influencers who can help introduce your brand to the Vietnamese audience.

Keep up with new trends and technologies as they emerge in the market. By doing so, you’ll stay ahead of competitors and continue providing innovative solutions that meet customer needs.

In conclusion – sorry! – by following these tips for marketing cosmetics in Vietnam outlined above, you’re sure to find success tapping into this exciting market full of potential growth opportunities.