The market for infant and children’s bath and shampoo products in Vietnam is not only experiencing significant growth but is also becoming more diverse with the emergence of numerous brands and new products. This demonstrates the keenness of manufacturers and their enhanced attention to the specific needs of young customers.
With a great variety of local as well as imported brands, Vietnamese moms have different choices. It also means more competition and challenges for a new brand to launch and perform well in this market. In this article, GMA will provide insightful information as a guide for foreign brands to compete in this category.
I. Most Common Skin Diseases In Infants And Young Children in Vietnam
- Seborrheic Dermatitis
Seborrheic dermatitis is a common condition, affecting up to 10% of babies under 1 month old and about 70% of babies under 3 months old. The incidence rate in children 1 – 2 years old is about 7%.
The condition is characterized by patches of flaky or thick scales accompanied by redness in areas such as the eyebrows, behind the ears, on both sides of the cheeks, neck, or underarms. In addition, a child’s scalp is often affected, becoming dry and greasy with white and yellow dandruff.
- Eczema
Eczema is an allergic skin inflammation condition resulting from an allergic response to external allergens. When it first occurs, the child’s body exhibits red patches primarily on the cheeks, forehead, and face, and later, it can spread to the chin, neck, and chest. This condition usually manifests in infants aged 1 to 3 months and gradually diminishes, nearly disappearing by the age of 12 months
- Scabies
Scabies in children is a skin condition characterized by the appearance of small, pink or red bumps on the child’s skin, typically on the face, neck, chest, and back. These small bumps can vary in size, resembling either the head of a pin or tiny specks. These bumps contain fluid at the top. In addition to the skin symptoms, young children may experience discomfort, irritability, loss of appetite, and difficulty sleeping. Children tend to scratch the affected areas vigorously, which can result in abrasions and broken blisters. In cases of infection, these blisters may develop into pustules
- Diaper Rash
Diaper rash, or diaper dermatitis, is a form of skin inflammation that occurs in the diaper-wearing area. Diaper rash in infants and young children is a common occurrence during the diaper-wearing stage and can lead to redness and discomfort in the affected area. This condition often results from infrequent diaper changes or excessive moisture exposure, and it can also be caused by friction against the skin
II. Market Segmentation
The market for baby bath and shampoo products is segmented based on product functions, ages, prices, and origins.
1) Product Functions
Categorizing according to the product functions of baby bath and shampoo products for infants and children on the market:
- Daily Use to Clean and Moisturize the skin: These products are suitable for daily use to wash as well as provide the necessary moisture for a baby’s skin. These products are for normal skin when your baby’s skin is having no problems. Moisturizing helps keep the skin soft and prevents dryness, which is especially important in protecting the sensitive skin of children from environmental dryness.
- Daily Use to Clean, Moisturize and Soothe the Atopic-prone skin: These products not only maintain moisture for the skin but also contain ingredients that soothe, have anti-inflammatory properties, and offer antiseptic benefits. This reduces conditions such as atopic dermatitis, itchiness, scaly skin, and irritated skin, helping the baby’s skin stay comfortable and naturally resilient.
- Intermittent Use for Treating Seborrheic Dermatitis: These products can be used periodically to treat seborrheic dermatitis. This is especially useful when a child has seborrheic dermatitis and needs separate treatment in addition to the daily wash
2) Age Groups
Segmenting the market for baby bath and shampoo products for infants and children based on age is an important process to ensure that the products are developed and designed to be suitable for each stage of a child’s development.
- From newborn to age 1
- Age 1 to age 3
- Age 3 and up
- Age 6 and up
3) Origins
All products available in the market are either imported or locally manufactured. Popular countries that export baby baths & shampoos to Vietnam are Korea, Japan, Europe, and Australia. The USA is less popular due to a higher import tax but there are still products from this country thanks to their advanced formulas and efficacy.
Local brands are also strong and diverse in this category. Vietnamese traditional herbs are already very well-known for their soothing and anti-inflammatory properties. Besides, these materials are low-cost. Therefore, local products using these ingredients are both effective and affordable.
4) Prices
By segmenting the market based on prices, we ensure that our products are suitable for various customer segments, providing everyone with the opportunity to choose products that fit their budget and needs.
- As for locally manufactured products, buyers can buy a 200ml shampoo for a mere 5 to 6 USD,
For example: Dr Papie 230ml (~ $5.92); The imported products not only boast the allure of natural ingredients but also come at a relatively higher price point. Typically, a 200ml bottle of these items is priced between 10 and 15 USD.
Specifically as for shampoos that are targeted at treating Seborrheic Dermatitis, they are the highest-priced, 20+ $ per 200ml bottle. This is because, in addition to natural ingredients, these also include special active ingredients that help treat this skin disease. There are very few products in Vietnam that can actually effectively deal with this skin condition of babies.
III. Seborrheic Dermatitis in Babies & Children
3.1 What is Seborrheic Dermatitis (SD)?
Seborrheic Dermatitis is a common dermatological condition that can affect individuals of all ages, but it is most frequently seen in infants and children between the ages of 3 weeks to 12 months.
The symptoms include the presence of many greasy scales, often concentrated on the scalp. In colloquial terms, this condition on the scalp is sometimes called ‘cradle cap.’
In addition to the scalp, intertrigo can also appear in other areas such as the diaper area, groin, armpits, and behind the ears, where there are skin folds.
If this condition persists, it can cause itching and discomfort for the baby. In many cases, the condition may not show signs of improvement and can worsen, leading to infection and affecting the baby’s health and appearance.
3.2 How Is Seborrheic Dermatitis Treated?
Although not dangerous, seborrheic dermatitis can be quite uncomfortable for young children and affect their appearance. The condition typically has a good prognosis and responds well to treatment, so parents should treat it early to prevent prolonged illness and skin health issues.
First, you should use mineral oil or baby-specific oil to soften them before shampooing for a few hours. Use a soft baby hairbrush specifically designed for babies to gently brush the scalp daily; this method helps gradually remove the flakes caused by seborrheic dermatitis.
For mild seborrheic dermatitis, the above method will help eliminate the flakes until they completely disappear from the scalp. If it’s not effective, you can use special shampoos for seborrheic dermatitis in infants containing ingredients like selenium sulfide, pyrithione zinc, or ketoconazole for the child.
It’s essential not to use adult shampoos on your baby, as they often contain active ingredients in concentrations that may not be suitable for your baby’s delicate skin. Instead, opt for products specially formulated for infants and children to ensure their safety and well-being.
However, it’s important to note that shampoos containing salicylic acid should not be used on infants because the ingredients in the shampoo can be absorbed through the skin and may be harmful to the child’s health.
3.3 Vietnam Market Is Full Of Natural Nourishing Products But Lacks Treatment Ones for SD
Currently, Vietnam does not have specific products for treating seborrheic dermatitis in children. Some brands claim that their products are developed specifically for pediatric seborrheic dermatitis. However, these products contain natural ingredients or herbal extracts that mainly serve to soothe and moisturize the skin, offering partial relief from the symptoms. They do not have an ingredient that can actually deal with the type of yeast that causes this skin condition called Malassezia.
Most of the products are either daily used for normal skin or daily used for skin with common baby problems such as rash, itching, eczema, Diarrhea, and Atopic dermatitis. Even though SD happens to 30-40% of babies, no brand in Vietnam has a product to treat it. That’s why not a lot of marketing budget is spent to educate moms on this problem. They tend to ignore this problem on their babies’ skin or choose products that are not designed to treat SD.
| Target | Brand | Product Information |
| Seborrheic dermatitis | Mustela Foam Shampoo For New Borns (150ml) | – Origin: France – Biodegradable formula with 99% plant-based ingredients containing BHA and Salicylic Acid to gently exfoliate and wash away flaky scales caused by the common condition of seborrheic dermatitis. – Approximately 15 USD ~ 330.000 VNĐ |
Hope’s Relief Itchy Flaky Scalp (200ml) | – Manuka honey helps fight fungus, is antibacterial, and reduces itching in children. – Centella Asiatica and licorice root essences help prevent peeling and dry skin. – Aloe vera essence helps soothe the skin, moisturizes the skin, and makes the skin soft and smooth. – Chamomile extract has the ability to restore and regenerate damaged skin. – Approximately 24,5 USD ~ 528,000VND | |
Elemis (200ml) | – Two active ingredients are added: Sodium lauryl ether sulfate 2.7% and Sodium lauryl ether sulfo – succinate 6%. – Help clean the scalp surface, and support the treatment of seborrheic dermatitis. – Remove white and yellow scales on the baby’s scalp. – Approximately 6 USD ~ 140,000 VND | |
Dentinox (125ml) | – Two active ingredients are added: Sodium lauryl ether sulfate 2.7% and Sodium lauryl ether sulfo – succinate 6%. – Help clean the scalp surface, and support the treatment of seborrheic dermatitis. – Remove white and yellow scales on the baby’s scalp.- Approximately 6 USD ~ 140,000 VND | |
Bella B Bee Gone Cradle Cap (226g) | – The product is extracted entirely from natural herbs to help improve symptoms of seborrheic dermatitis in children and heal skin damage. – The main ingredients of this product include Aloe vera, oatmeal, chamomile, tea tree oil, nut butter, coconut… – Approximately 20 USD ~ 480,000 VND |
3.4 Happy Cappy Baths & Shampoos For Babies From America
Dr. Eddie Valenzuela has over 10 years of experience as a board-certified medical doctor of pediatrics and has a special interest in pediatric dermatology.
Dr. Eddie’s passion for safe dermatologist-tested solutions for the most sensitive scalps led him to develop Happy Cappy® – a child-friendly line of irritant-free products that avoid harsh ingredients to keep your loved one’s scalp and skin healthy and happy!
Dr. Eddie’s Happy Cappy is A Pediatrician’s Solution® recommended by pediatricians and dermatologists nationwide who share the same passion for irritant-free solutions for children of all ages. With Happy Cappy, there is No Scalp Left Behind™!
3.4.1 The Hero Product – Happy Cappy Medicated
Happy Cappy Medicated is the first shampoo & body wash in the United States specifically developed for children that contains an FDA-approved activeingredient, Pyrithione Zinc (0.95%).
What’s more, this product is available over the counter, without a doctor’s prescription.
Before Happy Cappy, there was no child seborrheic dermatitis product, only adult products.
Pyrithione Zinc has been proven safe and effective for many decades for the relief of dandruff and seborrheic dermatitis.
a) Ingredients:
- 95% natural plant-based ingredients
- Natural ingredients were carefully selected for their soothing properties:
- Licorice Root Extract
- Apple Fruit Extract
- Provitamin B5 (more on these later)
- Fragrance-free, dye-free, alcohol-free, and paraben-free to avoid irritation
- No SLS, SLES, formaldehyde, phthalates
- Dermatologist and clinically tested
- Cruelty-free and vegan
b) The product has gone viral
Happy Cappy Medicated Shampoo and Body Wash won the award in Parents Magazine for “ Best Cradle Cap Shampoo” for kids in 2021.
In December 2021, the product was named the “Best Cradle Cap Shampoo” by the well-known parenting website, ScaryMommy.com.
Happy Cappy Medicated has over 9,000 reviews on Amazon USA with a rating of 4.6 stars.
Distributed across all Walmarts, Walgreens, and BuybuyBABY stores, the USA
3.4.2 Other Products
- Daily Shampoo and Body Wash for Dry, Itchy, Eczema Prone Skin
On days when you are not using Happy Cappy Medicated, you can use Happy Cappy Daily Shampoo & Body Wash. It can be used every day.
Special Note: Specifically designed for other common skin issues in children such as dry and sensitive skin, diaper rash, itching, cradle cap, and eczema.
* Ingredients: Licorice Root Extract; Aloe Vera; Oatmeal Extract, Apple Fruit Extract, Hyaluronic Acid, Axit Hyaluronic, Provitamin B5
* Amazon Rated 4.6 with over 2000 Ratings.
- Happy Cappy Moisturizing Cream
A skincare product used daily in conjunction with Happy Cappy Daily Shampoo & Body Wash.
Special Note: Specifically designed for common skin issues in children such as diaper rash, itching, cradle cap, eczema, and sensitive skin.
* Ingredients:
- Licorice Root + Glycerin =4x reduction in eczema flare
- Emollient is petrolatum
- No dimethicone, lanolin or mineral oil
- No added fragrance, dye, parabens, phthalates
- SkinSAFE 100—one of the best products on the market for sensitive skin
* 3,000 Walmart stores for 6 oz tube
* Amazon Rated 4.5 with over 1200 reviews
Happy Cappy is actively seeking distribution partners in Vietnam. These products, known for their effectiveness and gentle care for children’s skin and hair, are looking to expand their availability to families in Vietnam. If you are interested in becoming a distributor for Happy Cappy products in Vietnam or know someone who might be, please get in touch with us to explore this exciting opportunity. Together, we can bring Happy Cappy’s trusted solutions to even more children and parents in Vietnam.
IV. Major Baby Bath & Shampoos Brands in Vietnam
Big brands: Pigeon from Japan, Cetaphil from America, Mustela, Johnson Baby, Greenfinger from Korea…
| Products | Ingredients | Function | Age Group | Price |
| Cetaphil (230 ml – 400ml)  | – Aqua – Cocamidopropyl Betaine – Disodium Cocoamphodiacetate – Glycerin – Coco-Glucoside – Sodium Cocoamphoacetate -Panthenol – Heliotropine – Propylene Glycol – Polyquaternium-10 – Quaternium-80 – Sodium Chloride – Sodium Citrate – Citric Acid – Sodium Benzoate – Phenoxyethanol- Acrylates/C10-30 Alkyl – Acrylat Crosspolymer – Sodium Hydroxide – Parfum | – Provides mild antibacterial protection, eliminates bacteria, and cleanses the skin. – Delivers moisture, keeping the skin soft and preventing dryness and flakiness | Under 6 ages | Approximately $7.5 – $11( ~ 170,000 VND – 244,000 VND) |
| Pigeon (100 ml, 200 ml và 700 ml)  | The types of licorice such as – Ceramide – Isostearic – Cholesterin acid – Dipotassium glycyrrhizinate | – Helps retain moisture, nourishes the skin – Prevent skin irritation, and, notably, balances pH levels, protecting the skin’s epidermal layer. | Ages 0 and up | Approximately $3 – $12 ( ~ 67.000VNĐ – 265.000VNĐ) |
| Johnson’s Top-To-Toe Hair & Body Baby Bath (100ml, 200ml, 500ml)  | – Ethylhexylglycerin – Fragrance – Citric Acid – Sodium Methyl Cocoyl Taurate – Sodium Benzoate – Decyl Glucoside – Phenoxyethanol – PEG-150 Pentaerythrityl – Tetrastearate – PPG-2 Hydroxyethyl Cocamide – PEG-80 Sorbitan Laurate – Glycerin – Water – Cocamidopropyl Betaine | – Gently cleanses without causing irritation to the eyes. – Nourishes the baby’s skin, leaving it soft and smooth. – Balances pH levels and is hypoallergenic, providing excellent moisturization | All ages | $3 – $7.6( ~ 69.000VNĐ – 178.000VNĐ) |
| Lactacyd Milky (250ml & 500ml) | – Purified Water – Disodium Laureth Sulfosuccinate – Glyceryl Laurate – Glycol distearate – Sodium laureth sulfate – Cocamide MEA – Laureth-10 – PEG-7 Glyceryl cocoate – PEG-55 Propylene glycol oleate – Propylene glycol – Atomised deproteinised whey powder – Sodium PCA… | – Effective for treating diaper rash, and intertrigo, and provides good anti-inflammatory properties. – Balances the pH of the child’s skin. | 0 – 6 years old | $ 3.95 – $4.5( ~ 90.000 – 95.000 VND) |
| Penaten (400ml)  | – Aqua – Coco -Glucoside – Sodium Lauroamphoacetate – Sodium Laureth Sulfate – Citric Acid – Polysorbate 20 – PEG-80 Sorbitan Laurate – PEG-150 Distearate – Sodium Chloride – Polyquaternium-10 – Sodium Benzoate – Parfum – CI 15985 – CI 47005 | – With special extracts from pure tea tree essential oil, it helps protect your baby from colds, coughs, and seasonal changes in the weather. – It prevents and treats respiratory-related illnesses, balances the mind and body, boosts the immune system, and keeps your baby’s body strong and healthy. – The mild and pleasant scent promotes better sleep for your baby after bathing. – Safe for all skin types, non-irritating, suitable for newborns. – Prevents common ailments during seasonal transitions, such as colds, coughs, runny noses, and sneezing | All ages | $10 (~230.000VNĐ ) |
| Chicco Gentle Body Wash and Shampoo (50 ml, 200ml & 500ml) | – Daisies – Oats – Glycerin | – Balance the skin’s pH – Inhibits the growth of bacteria – Supports the prevention and treatment of diaper rash in children. | Ages 0 and up | $3 – $21.5( ~ 70.000 – 488.000VNĐ) |
| Lifebuoy (245 ml, 784ml, 980ml & 1372l) | – Sodium Palmate – Sodium Palm Kernelate – Water – Glycerin – Perfume – Lauric Acid… | – Nourishes the skin to be soft and smooth. – Quickly eliminates more than 10 types of harmful bacteria, ensuring that your baby’s skin is well taken care of. – Nourishes the skin to be soft and smooth. – Quickly eliminates more than 10 types of harmful bacteria, ensuring that your baby’s skin is well taken care of. | Ages 1 and up | $3 – $11.5( ~62.000VNĐ – 265.000VNĐ) |
| Wesser Baby Wash 2 In 1 (200 ml & 500 ml)  | The source of raw materials is 100% extracted from natural herbs, including lavender, lemongrass, rosemary, and patchouli. | – Cleanses the skin, has antibacterial properties, reduces inflammation, and at the same time – Provides soft and healthy skin and hair for the baby | From infancy | $3.5 – $6( ~74.000VNĐ – 135.000VNĐ) |
| D-nee (200 ml & 380 ml) | Sea Water, Deionized Water, Sodium Laureth, PEG – 150 Distearate,… | – Cleanses excess oil and dirt from the skin, keeping the baby’s skin clean and minimizing harmful pathogens. – Balances the pH level, ensuring safety and no harm to the baby’s skin. | All ages | $3 – $4(~ 55.000VNĐ – 89.000VNĐ) |
| Mustela Gentle Cleansing Gel (200, 300, 500 & 750 ml)  | Aqua/Water/Eau, Glycerin, Cocamidopropyl Betaine, Sodium Myreth Sulfate, Peg-7 Glyceryl Cocoate, Coco-glucoside, Peg-150 Distearate, Glyceryl Caprylate, Glycol Distearate, Parfum (Fragrance), Citric Acid, Panthenol, Potassium Sorbate, Persea … | – Safely and gently cleanses the baby’s body and scalp. – Has a neutral pH, preventing skin dryness after use. – Nourishes healthy skin, reducing redness and itching on the baby’s skin. | All ages | $10 – $21( ~230.000 – 485.000VNĐ) |
| Dr. Papie (230ml) | Extracts of Snow Shan Tea leaves, Bitter Melon fruit, Lemongrass, Gotu Kola, Earthworm herb, Uncaria, Centella Asiatica, Vetiver oil, Lemongrass oil, Xanthan gum, Benzyl alcohol, Glycerin, and purified water. | – Kills bacteria, optimally cleanses the skin – Prevents allergies, pimples, and diaper rash in children. – Protects against colds, coughs, and runny noses. – Has mosquito-repelling properties, preventing insects from coming into contact with the baby’s skin | 0 -3 years old | $6(~ 135.000VNĐ) |
| Lactacyd BB (60 ml & 250 ml)  | Purified Water, Sodium Laureth Sulfate, Cocamidopropyl Betaine, Disodium Laureth Sulfosuccinate, Whey Filtrate (Lactoserum), Sodium Benzoate, Lactic Acid, Ethylbexylglycerin, Tetrasodium EDTA, Sodium Chloride, Citric Acid. | Treats diaper rash and skin infections. | 0 – 6 years old | $3.65 – $4.5( ~83.000 VND– 95.000 VND) |
Mustela Foam Shampoo For New Borns (150ml) | Aqua /Water/Eau, Coco-Glucoside, Disodium Cocoyl Glutamate, Glyceryl Caprylate, Citric Acid, Tetrasodium Glutamate Diacetate, Climbazole, Sodium Cocoyl Glutamate, Parfum (Fragrance), Salicylic Acid, Sodium Hydroxide, Sorbic Acid, Persea Gratissima (Avocado) Fruit Extract. | – Gently exfoliates and removes dead skin cells, effectively washing away flakiness that can cause skin inflammation. – Free from harmful ingredients, ensuring safety and minimizing irritation effectively | From newborn to 12 years old | Approximately $15( ~330.000 VNĐ) |