Report

Vietnam cosmetics market is experiencing robust growth and is projected to reach USD 2.92 billion by 2030 from USD 1.8 billion in 2022. Vietnam is one of the fastest-growing economies in the world that grew from a low-income country to a middle-income country. With an increasing population and urbanization and a growing workforce Vietnam is a booming market for cosmetics where consumers are willing to spend money on beauty and personal care products.
Rising disposable income and awareness among customers for self-care and beauty are the major factors driving the market. Owing to the growing population and demand for cosmetics, Vietnam has become a target market for international brands and a manufacturing hub that gives ample opportunities for domestic players to grow and establish new brands. The market is expected to register a strong CAGR of 6.23% for the forecast period between 2023 and 2030 due to such factors. Rising digitalization is making Vietnamese consumers get exposure to Western culture and make them aware of beauty trends going on in different parts of the globe which has also led to a surge in demand for beauty products in the country.
Potential of Vietnam cosmetic market is evident by the fact that market has been penetrated by South Korean food delivery service Baemin, which has launched its own beauty line, Lazy Bee.
Increasing Urbanization Resulting in Higher Cosmetics Demand
People migrating from villages to cities are opening more opportunities for brands to increase their sales and subsequent customer base. Because of the larger population density, there are more potential customers for cosmetics brands in urban regions. This demographic change has boosted the sales numbers and expanded the market. Urban environments give consumers access to a large range of cosmetic brands, both domestic and foreign, enabling them to stay current with the newest cosmetics and advances. Major cities like Hanoi and Ho Chi Minh City are more exposed to international beauty trends. They are more prone to be influenced by global standards of beauty and look for cosmetics that align with these trends. Modern retail infrastructure has emerged because of urbanization, including malls, department stores, and specialty beauty shops, that offer a large variety of cosmetics products for customers to browse and buy. Urban consumers can try out new items more easily because they have easier access to cosmetics retail establishments.
Natural and Organic Products Fueling the Demand
In Vietnam, there is a rising demand for organic and natural cosmetics. Clean and environmentally friendly brand names have become more well-known. These companies frequently place an emphasis on eco-friendly procedures, ecological packaging, and natural components. Vietnamese customers are growing increasingly concerned with their skin's health and observant of the products they use. Vietnamese customers now have more financial resources to prioritize higher-quality goods, like organic cosmetics, as income levels have improved over time. They are aware that several chemicals frequently included in cosmetics can have negative effects. Customers are also placing a greater emphasis on sustainability and environmental responsibility. They pay closer attention to how their purchase choices affect the environment.
Government Regulations
Production of cosmetics is regulated by The Drug Administration of Vietnam (DAV), under the Ministry of Health (MoH), which has adopted the guidelines of the Association of Southeast Asian Nations (ASEAN) Cosmetic Directive (ACD). The regulation of other ASEAN countries is being followed by Vietnam as well and according to these regulatory services, cosmetic products must comply with the set guidelines before being marketed in the country. Maintaining a Product Information File, product compliance checks and cosmetic product registration are among the major mandates for any cosmetic manufacturer to enter the Vietnam market.
According to government rules, all goods, whether imported or domestically produced, must undergo testing and obtain licences for the distribution of cosmetics. As proper labelling is a crucial component in fostering customer confidence in cosmetic, it must also be assured that certain labelling rules are followed while producing these products.
Freyr is a pro ven regulatory partner in Vietnam that assists manufacturers in the process of Cosmetic Product Registration in the country.
Men's Segment is on the Move
Vietnam's market for male grooming products has expanded in recent years. The majority of beauty and personal care goods were previously marketed to women, but as men's grooming practices and preferences have changed, the emphasis has shifted to men, and traditional notions of masculinity and gender are changing. More men are incorporating self-care and grooming rituals into their daily lives. Men's grooming practices have been influenced by global trends and influences, particularly those from Western nations. Male consumers are now more aware of grooming products thanks to their exposure to worldwide media, fashion, and lifestyle content. They try to imitate the grooming practices displayed by male influencers and superstars.
Customers Shifting to E-commerce
Increasing population coupled with increasing incomes, smartphone holders are increasing in Vietnam. Almost half of Vietnam's population is using smartphones and effects of pandemic has changed consumer behavior who are opting to buy products online through company's website or e-commerce platforms. The development of e-commerce platforms and the digitalization of society have had a significant impact on the Vietnamese cosmetics business. Online shopping has grown in popularity because of its ease, variety of products, and affordable prices. Especially in rural areas where access to physical storefronts may be restricted, e-commerce platforms give cosmetics firms, including both local and international players, a way to reach a larger customer base.
Impact of COVID-19
Vietnam cosmetics market suffered heavily due to covid-19 as Vietnam cosmetics market is dominated by foreign brands and is import-dependent for various products. Therefore, due to disruptions in the supply chain caused a shortage of raw materials and finished cosmetics in the market and an increase in the price level was also seen. Once the economy rebounded and restrictions were eased down, people moved to e-commerce and digital channels to buy products. The pandemic changed people's priorities and consumer behavior. The emphasis shifted to self-care and at-home beautification rituals as people spent more time inside. As customers sought to keep up their skincare routines, demand for skincare items such cleansers, moisturizers and masks surged. However, as social activities and public appearances decreased, so did the need for colour cosmetics like foundation and lipstick.
Key Players Landscape and Outlook
Vietnam Cosmetics market is growing and is dominated by various foreign brands like, L'Oreal and Laneige, who competes to take advantage of rising population and disposable income. Vietnamese domestic cosmetics brands are becoming more popular and have gained a substantial share. These companies frequently comprehend local consumer preferences, cultural quirks, and affordability considerations better. Consumers in Vietnam are willing to pay prices for good quality and authentic cosmetics products. Brands are expanding their product lines and investing heavily in R&D to bring more innovation in their products and making them available in the retail market and building a strong online presence.
As part of its regional expansion strategy, New Zealand-based sustainable health and beauty firm Ecostore opened its first store in Ho Chi Minh City in November 2022. The customers can bring their own packages to the store and refill them with Ecostore goods, which also helps in lowering the environmental footprint through such packaging and in-store refilling.