Vietnam’s cosmetics and personal care market has become one of the fastest-growing beauty markets in Southeast Asia. The market was valued at approximately US$2.7 billion in 2024 and is expected to continue expanding, driven by rising disposable incomes, a growing middle class and increasing consumer interest in skincare, beauty and personal care products.
The market is also becoming more diverse, with strong demand across skincare, makeup, haircare and premium beauty segments. International brands continue to gain traction as Vietnamese consumers increasingly look for quality, authenticity and specialised products. At the same time, e-commerce and social commerce are creating new channels for brands to reach customers beyond traditional retail.
For businesses looking to enter or expand in Vietnam’s cosmetics market, understanding consumer preferences, regulatory requirements and market opportunities is essential. This guide explores Vietnam’s cosmetics market size, key growth drivers, registration requirements and important considerations for global brands entering this growing market.
Vietnam's Cosmetics Market Size and Recent Numbers
The country’s expanding middle class and rising disposable incomes continue to drive demand for cosmetics and personal care products. Vietnam’s beauty and personal care market was estimated at approximately US$2.79 billion in 2025 and is expected to maintain steady growth, supported by increasing consumer spending, premiumisation trends and greater demand for skincare and personal care products.
As beauty awareness continues to grow, Vietnamese consumers are spending more on skincare, beauty treatments and personal care products. Skincare remains one of the leading categories in Vietnam’s beauty market, driven by increasing interest in specialised products such as sunscreens, anti-ageing solutions and dermatological skincare. The growth of e-commerce and social commerce has also made international beauty brands more accessible to Vietnamese consumers.
Market Size
Vietnam’s beauty and personal care market was estimated at approximately US$2.79 billion in 2025. Skincare products emerged as the most sought-after category, with over 60% of consumers incorporating them into their daily routines, which marks skincare to be one of the strongest categories as consumers increasingly focus on product quality, specialised formulations and beauty solutions.
Despite this growth, Nielsen's findings indicated that Vietnamese consumers' expenditure on cosmetics remains relatively modest. In 2025, beauty and personal care sales across major e-commerce platforms reached approximately VND 74.4 trillion (around US$3 billion), growing by nearly 30% year-on-year. Skincare, body care, haircare and cosmetics remained key categories driving this digital growth, creating new opportunities for both international and local brands.
Vietnamese cosmetic brands such as Cocoon, M.O.I Cosmetics and Lemonade have gained stronger recognition by focusing on local ingredients, natural formulations and products suited to Vietnamese consumers.
Vietnam’s cosmetics market continues to attract both international and local brands. Global brands maintain a strong presence, particularly in premium retail channels, while domestic companies are building their position through natural ingredients, sustainable product offerings and solutions designed around Vietnamese consumer preferences.
Future Outlook For Vietnam Cosmetic Market
The expansion of modern retail, e-commerce and social commerce continues to create new opportunities for brands entering Vietnamese cosmetics and skincare market.Skincare continues to be a key growth area, with the segment projected to generate approximately US$874.53 million in revenue in 2026 as consumers increasingly focus on specialised products, sun protection and science-backed formulations.
Additionally, the pervasive influence of social media platforms is reshaping consumer trends within the cosmetics industry. Brands are adapting by investing in digital marketing, personalised customer experiences and product offerings aligned with changing consumer preferences.
The cosmetics industry is a key contributor to the country’s economy. The Skincare segment is projected to generate around US$874.53 million in 2026, highlighting skincare as a major growth category. This upward trajectory is expected to persist in the coming years, highlighting the industry's significant role in the economic landscape.
K-Beauty Products is Prevailing over the Vietnam Beauty Trends
South Korean beauty brands have solidified their dominance in Vietnam's cosmetic market, mirroring their success across Asia. K-beauty products enjoy exceptional popularity, particularly in this country, compared to global markets. In 2025, South Korea’s exports of cosmetics and personal care products to Vietnam reached approximately US$460 million, including around US$408 million in beauty and skincare products.
Japanese and European brands also have a presence in Vietnamese skincare products. Local brands like Cocoon, M.O.I Cosmetics, and Lemonade are carving out their niche with affordable yet quality offerings. Social media, particularly influenced by Korean pop culture, has profoundly impacted Vietnamese beauty trends, which is shaping the makeup habits of younger people.
Key Rules and Regulations For Cosmetics Registration in Vietnam
As Vietnam’s cosmetics retail sector experiences rapid growth, regulatory authorities are facing increased pressure to ensure product quality, consumer safety, and environmental compliance. In 2026, Vietnam is moving towards a more structured cosmetics management framework, with updates focusing on product notification procedures, imported cosmetics management, Product Information Files (PIF), labelling, advertising requirements and post-market surveillance in line with ASEAN standards.
To keep pace with the growth of Vietnam’s cosmetics sector, regulatory authorities continue to strengthen the country’s cosmetics management framework. The focus remains on improving product safety, strengthening compliance requirements and aligning national regulations with the ASEAN Cosmetic Regulatory Scheme. Businesses entering the market should stay updated on regulatory developments, particularly around product notification, documentation and product claims.
Three key policy pillars:
- Enhanced Pre-Market Controls: Regulations around product declarations will be tightened, with greater scrutiny of documentation relating to product claims, functionality, and overseas manufacturing. The objective is to elevate product standards and ensure alignment with global safety benchmarks.
- Stronger Post-Market Surveillance: Vietnam continues to strengthen post-market monitoring to improve consumer safety and compliance. Regulatory authorities are increasingly focusing on product traceability, inspection processes and digital management systems to support more effective cosmetics oversight.
- Elevating Domestic Product Standards: To support the local cosmetics industry, the decree will introduce measures to strengthen manufacturing practices in accordance with ASEAN Cosmetic Good Manufacturing Practice (CGMP) standards.
- This includes improving traceability, refining product recall protocols - especially for online sales - and introducing a national cosmetic identification code to ensure authenticity and transparency.
These regulatory developments reflect Vietnam's strategic push to formalise and modernize its fast-growing cosmetics sector, making it more competitive, consumer-focused, and globally aligned. Businesses looking to enter or expand in this market must prepare for a more structured compliance environment - one that rewards transparency, quality, and innovation.
What Makes the Vietnamese Cosmetics Market So Attractive?
Vietnam emerges as one of the world’s most promising "emerging economies", undergoing significant transformations. With a burgeoning middle class and improving living standards, the consumers here exhibit a robust appetite for luxury goods.
In 2022, the National Economics University of Vietnam conducted a study across Hanoi City and Saigon. The research highlighted that Vietnamese consumers increasingly associate luxury products with personal success and social status, creating opportunities for international beauty brands. The study also found that higher-income consumers play an important role in driving demand for premium products.
The consumers' perception of luxury items has shifted, seeing them as a symbol of success and happiness. Urban customers prefer foreign brands more due to their perceived symbolic value, often seen as elevating one's status.
Despite this, consumers in emerging economies remain price-sensitive, which poses challenges for luxury brands. Local products stand a chance if they enhance the country's image, visibility, and quality. Particularly, when consumers feel a sense of pride and identification with their country, they are more inclined to choose local options.
The Vietnamese skincare products market has become a business hub and offers many opportunities.
Rapid Business Growth
Vietnam’s cosmetics market continues to expand, supported by rising disposable incomes, growing interest in skincare and personal care products, and wider adoption of online beauty channels. Recent market forecasts indicate steady growth as consumers increasingly look for premium, specialised and quality-focused beauty products. Several factors notably propel this growth, which include:
- Economic expansion and rising individual incomes have translated into increased expenditures on personal care items and services, including cosmetics.
- Growing aspirations among citisens to enhance their appearance and elevate their quality of life have led to heightened attention to skincare, haircare, makeup, and other personal grooming products.
- The expansion of cosmetic distribution channels has played a pivotal role in stimulating market expansion. Cosmetics are retailed through diverse channels such as brick-and-mortar stores, shopping malls, supermarkets, and e-commerce platforms. The distribution avenues have facilitated consumer access to cosmetic offerings, contributing further to market growth.
Abundant Material Sources at Affordable Prices
Moreover, Vietnam benefits from strong agricultural base and access to a wide range of natural ingredients used in cosmetics. As an agricultural nation, it possesses a rich array of crops and herbs that are useful in the cosmetics sector.
These raw materials are not only cost-effective but also of superior quality, catering to the requirements of cosmetics enterprises. Some commonly utilised cosmetic ingredients encompass:
- Fruits and Vegetables: Oranges, lemons, pomelos, aloe vera, cucumbers, tomatoes, and more.
- Plants: Turmeric, green tea, chrysanthemum, roses, aloe vera, among others.
- Seeds and Vegetable Oils: Coconut oil, olive oil, cashew oil, grape seed oil, and others.
These ingredients serve as vital components in the formulation of skincare, haircare, makeup, and various personal care products. These abundant and cost-effective sources present a significant advantage for the country’s cosmetics industry.
Demand for Vegan Cosmetics
Vietnam has witnessed a surge in the popularity of vegan cosmetics, emerging as one of the world's fastest-growing markets. The market was estimated at around US$99.2 million in 2025 and is expected to continue growing, supported by rising demand for cruelty-free, plant-based and clean beauty products. Younger and urban consumers are increasingly influencing this shift, with greater attention towards product transparency and environmental impact.
With a preference for cruelty-free and eco-friendly products devoid of animal-derived ingredients, the demand for vegan beauty items has soared. Additionally, the proliferation of vegan cosmetic brands has democratised access to such products, aligning with the growing inclination towards green and sustainable living. Supported by government policies, Vietnam's cosmetics industry, particularly the vegan segment, continues to thrive.
Availability of Foreign Cosmetics Brands
The Vietnamese cosmetics market is expanding significantly and offering lucrative prospects for international cosmetics brands. Here are key opportunities they can capitalise on in Vietnam:
- Robust market growth: The market is witnessing substantial growth, indicating a promising trajectory for new entrants.
- Trust in foreign brands: The citisens exhibit confidence in international cosmetics brands, representing a favorable market penetration environment.
- Increasing demand for quality: Vietnamese consumers have a growing emphasis on high-quality and reliable cosmetic products.
- Diverse product offerings: It features a diverse cosmetics market, spanning from essential skincare to premium and organic lines, presenting ample opportunities for foreign brands to cater to varied skincare needs.
Obstacles in the Vietnam Cosmetics Market
The Vietnamese cosmetics market demonstrates robust growth, but it grapples with various challenges:
- Market Instability: Intense competition between domestic and foreign brands leads to volatile trends, pricing, and product quality, necessitating agile business strategies.
- Price Sensitivity: Consumers prioritise price comparison, urging businesses to control costs and enhance product quality to remain competitive.
Additional challenges include fake products, a shortage of skilled workforce, and undefined market regulations that require businesses to address these hurdles strategically. Understanding and addressing these challenges is vital for sustained success in the country’s cosmetics industry.
Luxury Market Outlook: Different Sectors
Vietnamese female consumers prioritise purchasing authentic and quality cosmetics despite significant customs duties acting as a deterrent. The store's ground floors primarily showcase cosmetics and perfume brands. Whitening creams and lotions dominate the beauty care sector, with Lancôme introducing luxury products that challenge traditional beauty norms. Moreover, the growing demand for anti-ageing creams and conditioning products reflects evolving consumer preferences in the cosmetics market.
Luxury cosmetics brands in Vietnam face a significant challenge from many smuggled, unregulated counterfeit, and mislabeled products. In 2025, Vietnamese authorities increased enforcement against counterfeit goods and trade fraud, with market surveillance forces handling more than 23,000 violations involving counterfeit products, goods of unclear origin and online trade violations. The cosmetics sector has also received greater scrutiny, with authorities targeting products that lack proper registration, have inaccurate labelling or do not meet quality requirements.
In anticipation of future market potential, foreign brands are intensifying their advertising efforts. Moreover, enhanced marketing and distribution initiatives empower local manufacturers to compete with established international counterparts, aiming to expand their market presence.
The Future of the Vietnam Cosmetics Market
The country’s tech-savvy populace has fueled the rapid expansion of e-commerce. Cosmetics notably rank among the top online shopping categories, especially in urban areas. The internet's evolution facilitates convenient product searches and purchases in online mode.
Brands are adapting to this trend, offering virtual try-on services using augmented reality, which is enhancing the online shopping experience. With ongoing digital innovations, e-commerce is poised to surpass traditional retail outlets as the preferred avenue for beauty products.
- Choices of the Customer: Affordable alternatives can alter consumer preferences. To adapt, businesses should offer quality products and services that cater to budget-conscious customers.
- Increase in Online Consumption: Online beauty consumption continues to expand in Vietnam, supported by e-commerce platforms, livestream commerce and influencer-driven marketing. Brands are investing more in digital engagement strategies to attract and retain customers.
- Increase Customer Experience: Personalised online shopping experiences will be critical. Businesses must invest in understanding customer needs to offer tailored products and services.
- Redesign Advertising Campaigns: Businesses must enhance online ad campaigns amid competition. Utilising data and analytics ensures investments in effective campaigns for customer attraction.
- Growth of Beauty Technology and At-Home Solutions: Consumers are showing growing interest in beauty devices, at-home treatments and technology-enabled skincare solutions. Brands are responding with products and services that combine convenience with professional-inspired results.
- All Ages Skin Care Product: Shifting gender norms in skincare presents challenges, yet brands are adapting, offering more products for men. With Generation Z's influence, Vietnam's cosmetics industry must embrace gender-neutral marketing strategies.
- AI and Machine Learning revolutionise the cosmetic industry by tailoring experiences for each customer. Advancements in computer science will enhance personalisation trends in cosmetics, making them more widespread and impactful.
Top Cosmetics Brands in Vietnam
Women's demand for beauty and healthcare products has increased in recent years. Here is a list of the top beauty brands in this country.
- Estee Lauder: Established in 1946, it is a brand within the Estee Lauder Group (USA). This brand maintains a robust distribution network across Vietnam, ensuring its presence in all major commercial centers.
- Obagi: This cosmetic brand, based in the United States, was established in 1988 by dermatologist Zein Obagi. This skincare line encompasses cosmetics and pharmaceuticals to address skin issues and nurture healthier, more radiant skin.
- Shu Uemura: Established by Shu Uemura, the first successful Asian makeup artist in the West, this is a Japanese cosmetics brand. It offers a diverse range of products beyond cosmetics. Besides crafting cosmetic collections with stunning designs, the brand collaborates with renowned designers.
- Dior Beauty: Dior Beauty, part of the French luxury group LVMH, offers premium skincare, makeup and fragrances in Vietnam through authorised boutiques and luxury retail channels. The brand continues to benefit from strong demand for luxury beauty products among Vietnamese consumers.
- Cocoon: It is a cosmetics brand owned by Nature Story Cosmetics Company Limited, founded in 2013. It is widely recognised as a vegan brand, sourced entirely from nature and wholly manufactured in Vietnam. The brand has effectively connected with customers by promoting environmental protection messages, ensuring products are free from toxic substances, and abstaining from animal testing.
- Thai Duong: Established in 2000, this cosmetics brand is a pioneer in crafting skincare products derived from nature. It is well-known for its gentle and skin-safe formulations. Thai Duong is the first entity in Vietnam to establish a factory that is compliant with CGMP (Cosmetic Group Manufacturing Product) ASEAN standards for cosmetics production.
- Emmié: Established in 2015, Happy Skin Vietnam Joint Stock Company owns this brand, which has its roots in the beauty community. It aims to inform and guide cosmetic consumption in the country. With 8 years of experience, Emmié has effectively introduced a range of product lines to customers, encompassing facial cleansers, massage machines, steamers, exfoliators, and skincare creams.
- Laco: Established in 2017, this natural cosmetic brand prides itself on its products crafted by a pharmaceutical factory employing state-of-the-art German technology. Endorsed by the Department of Health, their products boast licenses and have obtained a quality management system certificate meeting international standards.
- Lemonade: The cosmetics and beauty brand Lemonade made its market debut in 2018 with a mission to provide simple makeup solutions for Vietnamese women. Its entry has enlivened the country’s cosmetics market, contributing to the growing popularity of domestic cosmetic brands among consumers.
- M.O.I: Established in 2017 by singer Ho Ngoc Ha and CEO Lam Thanh Kim, this Cosmetics brand offers products sourced from Korea and certified to meet quality standards in both Korean and Vietnamese markets. Within the year 2023, it has emerged as the sole Vietnamese company among the top cosmetic firms, commanding the highest market share in the country.
Conclusion
Vietnam’s cosmetics market continues to grow as consumers become more selective about product quality, authenticity, ingredients and personalised beauty solutions. The combination of rising disposable incomes, digital adoption, expanding e-commerce channels and growing interest in premium and sustainable products is creating new opportunities for both international and local beauty brands.
For businesses looking to enter or expand in Vietnam, success depends on understanding consumer preferences, navigating product registration requirements, selecting the right distribution channels and building a strong local market presence. Ascentium supports businesses with market entry, regulatory compliance, corporate setup and ongoing operational support, helping brands establish and grow their presence in Vietnam’s evolving beauty market.
