Vietnam’s beauty market is young, growing and crowded. New brands arrive every season, local players are rising, and consumers are more informed than ever. If you want to enter or grow here, you need the full picture: how big it is, who buys, what sells and where. Here is a clear overview of the Vietnam beauty market in 2026.
Vietnam beauty market in numbers (2025-2026)
- A young population of about 100 million, highly engaged with beauty.
- Skincare is the largest and fastest core segment.
- Makeup, sun care, men’s grooming and inner beauty all grow strongly.
- E-commerce and social commerce drive a large share of sales.
The structure of the market
Segments
Skincare leads and sets the tone, driven by ingredient awareness and daily routines. Makeup, sun care, men’s grooming and beauty-from-within supplements are all growing. Premium and mass tiers both expand as the middle class trades up.
Consumers
Young, urban, mobile-first and research-driven. Vietnamese beauty buyers read reviews, watch tutorials and trust creators before they buy. They mix affordable local products with aspirational imported brands.
Players
Korean and Japanese brands are strong, Western brands compete on quality and story, and local Vietnamese labels win on price, speed and relevance. The market is competitive at every tier.
Channels
E-commerce (Shopee, Lazada, TikTok Shop), health and beauty chains, and social selling dominate. Discovery happens on social and through creators, then buyers purchase online or in store.
How RedNote, Douyin and WeChat shape the beauty market
Vietnam’s beauty market increasingly mirrors China’s. RedNote (Xiaohongshu) turned reviews, routines and “shelfies” into the core discovery and buying engine, and Vietnamese buyers now expect the same depth. Douyin proved that short video plus instant checkout sells beauty better than ads, and TikTok in Vietnam runs the same model. WeChat showed how beauty brands keep customers with content and service in one place. For brands entering Vietnam, three practical points: study RedNote and Douyin to read where each segment is heading, reach Chinese consumers and tourists in Vietnam who shop beauty on these apps, and reuse review and video content across both markets. To understand Vietnam beauty, watch China.
Seen on the ground
One foreign skincare brand entered by leading with ingredient education and KOC reviews, matching the RedNote style, and built a loyal base before scaling. Another arrived with a translated global campaign, ignored local skin needs and creators, and never gained traction. Reading the market structure decided the outcome.
Where this tends to fail
- Misreading segments. Skincare, not makeup, is the entry point.
- Ignoring local competition. Local brands are fast and cheap.
- Weak reviews. Buyers need RedNote-style depth to trust.
- Skipping short video. TikTok and Douyin-style content drive trial.
- Discount-only tactics. Promotions drive trial; brand builds loyalty.
Applying this to your category
The Vietnam beauty market rewards brands that understand its segments, consumers, players and channels, and that read the Chinese platforms shaping it. Lead with skincare, build trust with reviews and video, and choose the right channels. For context, see the economy of Vietnam and its Digital 2025 profile.
Further reading: marketing tips for cosmetics brands, top beauty influencers in Vietnam, and marketing tips to manage a brand in Vietnam.
Common questions: the Vietnam beauty market
How big is the Vietnam beauty market?
Large and growing, driven by a young population of about 100 million highly engaged with beauty. Skincare leads, with makeup, sun care and inner beauty all expanding.
Which segment should a foreign brand enter first?
Skincare. It is the largest and fastest core segment and the entry point for most Vietnamese beauty buyers. Brands then extend into makeup and other lines.
Who are the main players?
Korean and Japanese brands are strong, Western brands compete on quality and story, and local Vietnamese labels win on price, speed and relevance across every tier.
Where do Vietnamese buy beauty?
On e-commerce (Shopee, Lazada, TikTok Shop), in health and beauty chains, and through social selling. Discovery runs on social and creators, then buyers purchase.
How important are reviews and creators?
Central. Vietnamese beauty buyers read reviews, watch tutorials and trust creators before buying. RedNote-style depth and KOC reviews build the trust that sells.
Why watch Chinese platforms for beauty?
They set the discovery and buying model Vietnam follows, reach Chinese consumers and tourists in Vietnam, and let cross-market brands reuse review and video content.
How does a foreign brand win in Vietnam beauty?
By leading with skincare, localizing, mastering reviews and short video, using KOCs, and building a real brand rather than competing only on discounts.
Enter the Vietnam beauty market: how we help
At GMA, we help beauty brands enter and grow in Vietnam. We run skincare-led content, creator and KOC campaigns, live selling and e-commerce, and we bring the China beauty playbook to your strategy. If you want to win in Vietnamese beauty, send us your brief and we will map the first steps with you.
GMA is a French agency headquartered in Shanghai. The agency employs more than 75 people across its practices. The work spans strategy, content, e-commerce operations and distribution. Vietnam, China, Indonesia, the Philippines and Thailand are our main markets.