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.
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.
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.
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.
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:
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.
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.
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:
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:
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.
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.
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:
The Vietnamese cosmetics market demonstrates robust growth, but it grapples with various challenges:
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.
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 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.
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.
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.