Vietnam’s Beauty and Personal Care Market in 2026: Growth Trends and Market Entry Opportunities

Vietnam’s beauty and personal care market continues to expand, but the basis of competition is changing. Online beauty and personal care sales reached VND 74.4 trillion, approximately US$2.83 billion, in 2025, representing growth of almost 30 percent.

Despite this full-year expansion, the number of active beauty sellers fell 13 percent year on year in the fourth quarter.

The divergence between sales and seller numbers signals a more selective phase. Higher average prices, stronger demand for official stores, and greater scrutiny of ingredients and origin now favour brands that can prove quality and authenticity.

Foreign companies can still capture meaningful growth, but scale and promotional spending alone no longer guarantee a durable position.

Market overview and growth prospect

Vietnam combines a large consumer base with rising urban incomes and a young population that adopts new beauty routines quickly. Statista Market Insight placed revenue from cosmetics and personal care at approximately US$2.79 billion in 2025. This estimate is not directly comparable with platform sales data because the two sources use different category definitions, sales channels, and measurement methods. Personal care remains the largest broad segment because daily hygiene products reach consumers across income groups. Skincare follows as a major value category as consumers devote more attention and spending to specialised routines.

The market benefits from several structural drivers. Household purchasing power is rising, modern retail continues to expand, and social media has made product education easier to access. Korean and Japanese routines have influenced skincare habits for years, while European and US brands retain strong appeal in premium and clinical positioning. Consumers can also compare formulas, reviews, and prices across channels before they buy.

Competitive landscape and investment signals

International companies continue to lead much of Vietnam’s beauty market. The US International Trade Administration estimates that foreign brands account for more than 90 percent of cosmetics sales. Korean brands hold the largest share among imported products, followed by European, Japanese, Thai, and US brands. Large groups compete through broad portfolios and strong distribution, while specialist brands rely on clearer clinical, natural, luxury, or lifestyle positioning.

Domestic brands are gaining visibility through focused product stories:

• Cocoon uses Vietnamese ingredients and vegan formulations. In 2025, Cocoon became Guardian Vietnam’s best selling cosmetics brand, showing that local labels can now compete on more than price.
• M.O.I Cosmetics built recognition through local celebrity influence.
• Thorakao competes through heritage and affordability.

International supplier interest also remains high. The 2026 Vietbeauty, Cosmobeauté Vietnam, and Beautycare Plus exhibitions brought together more than 3,000 brands from over 24 countries and territories. The scale of the event signals strong international supplier interest and gives foreign brands access to distributors, technology providers, and potential commercial partners. Exhibition participation, however, does not necessarily indicate a confirmed plan to enter the Vietnamese market.

Marico’s 2026 investment in Skinetiq illustrates the strategic value of local digital capabilities. Marico’s regulatory filing states that the company agreed to acquire 75 percent of Skinetiq for up to VND 750 billion (US$28.6 million). Skinetiq owns Candid and holds exclusive distribution rights for Murad in Vietnam. The deal gives Marico access to a science-focused brand, marketplace data, and established distribution rather than requiring it to build these assets from the ground up.

Digital commerce reshapes beauty retail

The rise of e-commerce, especially the growing popularity of social commerce platforms, has significantly altered Vietnam’s beauty retail landscape. Shopee, TikTok Shop, and Lazada are enabling the nationwide expansion of beauty products, but they serve different points in the customer journey.

Search, price comparison, and reviews remain important on traditional e-commerce platforms. TikTok Shop combines discovery and conversion through short videos, livestreams, creators, and platform promotions.

According to data platform Metric, TikTok Shop and Shopee dominated beauty e-commerce revenue in the fourth quarter of 2025, with reported shares of approximately 50 percent and 48 percent, respectively. Lazada remained a distant third.

Official stores strengthen consumer trust

Official stores have become especially important. Metric data show that official platform stores generated 64.4 percent of online beauty revenue in the fourth quarter of 2025. Their average unit price reached VND 235,000 (US$9), around 1.5 times the level of non-official sellers.

The price difference indicates that consumers will pay more for verified origin, authorised distribution, and reliable product handling.

Content-driven commerce accelerates sales

Content-led commerce can produce rapid gains. TikTok Shop Vietnam reports that Maybelline generated more than US$500,000 in sales and sold almost 75,000 products within three days during a 2025 campaign.

Meanwhile, YSL Beauty recorded an eighteenfold increase in gross merchandise value during a brand opening campaign. Such events require strong inventory planning, content production, and creator management.

Profitability depends on an omnichannel strategy

Digital growth does not remove the need for sound retail economics. Platform commissions, advertising, creator fees, vouchers, and returns can compress margins. Persistent discounting can also weaken premium positioning. Physical speciality stores, pharmacies, and branded counters remain useful for consultation and product testing. A coordinated strategy lets digital platforms drive discovery while offline locations support trust.

Consumer priorities in purchase decision-making

Ingredient transparency and proven performance drive purchase decisions

Vietnamese beauty consumers increasingly evaluate what a product contains, where it comes from, and whether it can deliver lasting results. A 2026 Q&Me skincare study found that 84 percent of users prioritise transparent ingredients and 82 percent prefer lasting efficacy over immediate results. This shift supports clinical language and active ingredients, but brands must substantiate their claims.

Trust and authenticity become competitive advantages

Trust also affects willingness to purchase. A 2025 Kompa study analysed more than 5.1 million online discussions. Among consumers who described a barrier to purchase, 38 percent cited unclear origin and 21 percent cited fear of counterfeit goods. Only 4 percent identified price as the main concern. Verified sellers, traceable supply chains, and clear importer information now form part of the value proposition.

Better-informed consumers demand localised brand strategies

Greater product knowledge among Gen Z and millennial consumers has raised the standard for brand influence. Scientific explanations, credible product demonstrations, and qualified educators increasingly carry more weight than audience reach alone.

Localisation should also extend beyond translation. Textures must suit a hot and humid climate. Shades should reflect local skin tones. Pack sizes, routines, and product claims should match purchasing power and common concerns.

Emerging segments create new entry points

Changing consumer preferences are opening opportunities across several fast-growing beauty categories.

• Science-backed skincare: Rising demand for solutions targeting acne, pigmentation, sensitive skin, barrier repair, and early ageing is creating opportunities for dermocosmetic and clinical brands. Success depends on combining active ingredients with clear scientific evidence, compliant claims, and formulations suited to local consumers.
• Sun care: Vietnam’s tropical climate supports year-round demand for lightweight sunscreens, oil-control products, and multifunctional formulas that combine UV protection with hydration or makeup benefits. These products also support premium pricing by simplifying consumers’ skincare routines.
• Natural and locally inspired beauty: Products featuring ingredients linked to specific Vietnamese regions can strengthen brand differentiation and local appeal. However, natural, vegan, and sustainability claims must be supported by transparent sourcing and verifiable production standards.
• Men’s grooming: The US International Trade Administration identifies growing male interest in facial care, hair styling, fragrances, and multifunctional grooming products as a long-term growth driver.
• Beauty technology: AI-powered skin analysis, virtual try-ons, and personalised product recommendations are improving online product discovery and conversion. However, these technologies complement rather than replace strong product quality, substantiated claims, and customer service.

Regulatory landscape and enforcement priorities

Vietnam regulates cosmetics through an ASEAN-aligned notification and post-market surveillance framework, with increasing enforcement across the supply chain.

Market entry requirements

• Cosmetics must obtain a Cosmetic Product Notification Receipt before entering the market under Circular No. 06/2011/TT-BYT, as amended by Circular No. 34/2025/TT-BYT.
• The responsible entity must have a cosmetics business function in Vietnam and remains accountable for product safety, quality, efficacy, and declared information.
• The notification receipt confirms filing—not government approval.

Ongoing compliance

• Maintain a Product Information File (PIF) in Vietnam.
• Ensure labels, ingredients, and claims remain consistent with the filed notification and ASEAN requirements.
• Domestic manufacturers must comply with Decree No. 93/2016/ND-CP.

Enforcement is increasing

• Decree No. 90/2026/ND-CP (effective May 15, 2026) strengthens penalties, including fines, suspension, withdrawal of notification numbers, recalls, and product destruction.
• From 2022 to May 2026, authorities conducted nearly 7,000 inspections and imposed VND 132.5 billion in fines, mainly for counterfeit or smuggled goods, unclear origin, missing notification documents, and non-compliant labelling.

Further reforms ahead

The Ministry of Health is consulting on a new cosmetics decree that would digitalise procedures and strengthen post-market supervision, although it had not yet taken effect as of July 2026.

Market entry options for foreign brands

Foreign cosmetic brands must appoint a qualified entity in Vietnam to handle product notification and assume regulatory responsibility. Common entry models include:

• Local importer or distributor: Lower investment and faster market access, but less control over pricing, branding, and customer data.
• Foreign-invested company: Greater operational control, subject to investment, trading, and retail licensing requirements.
• Acquisition or strategic investment: Immediate access to established brands and distribution networks, but with higher integration and due diligence risks.

Partner selection should assess not only sales capability but also regulatory compliance, notification experience, warehousing, retail relationships, and financial stability. Contracts should clearly define responsibilities for product dossiers, inventory, consumer data, and recalls.

Many brands adopt a phased market entry by launching a limited product portfolio, validating pricing and consumer demand, and expanding based on sustainable performance. Trademark registration, authorised seller controls, and anti-counterfeit measures should also be established early to protect the brand as it grows.

If you’re considering expanding into the Vietnamese consumer market, get in touch with our Business Intelligence experts for a tailored market entry strategy for your product or service.