Here is a segment most beauty brands overlook in Vietnam, and it is growing faster than the rest of the market. Men’s grooming. Young urban Vietnamese men are buying skincare, grooming and personal care like never before, and the category is growing around 18 percent a year. I am Philip Chen, CEO of GMA. If you sell beauty and you are ignoring men, you are ignoring your fastest lane. Here is how to win men’s grooming in Vietnam in 2026.
Men’s grooming in numbers (2026)
- The male grooming market is growing around 18 percent a year.
- Growth is driven by young, urban men adopting skincare routines.
- Rising middle-class incomes and K-beauty influence fuel demand.
- Discovery runs on TikTok, Facebook, YouTube and creators.
Why men’s grooming is taking off
A few forces are pushing this. Young urban men care more about appearance and skin health than the generation before them. Korean beauty and Korean pop culture made male grooming normal and aspirational. Incomes are rising, so there is money to spend. And social media puts grooming routines, tutorials and product reviews in front of men every day. The result is a segment that is young, growing fast, and still underserved by most brands.
How to win men’s grooming in Vietnam
1. Start with simple skincare
Most Vietnamese men are early in their routine. Lead with simple, effective skincare, cleanser, moisturizer, sunscreen, before pushing complex regimens. Make it easy to start.
2. Speak to men, clearly
Men respond to clear benefits and no-nonsense messaging: healthy skin, confidence, looking sharp. Avoid language borrowed straight from women’s beauty. Talk to them directly.
3. Use male creators
Men trust men who look like them and share real routines. Male KOCs and grooming creators build credibility far faster than a polished ad.
4. Ride the K-beauty halo
Korean grooming is aspirational for Vietnamese men. Clean, effective, Korean-style positioning and formats resonate strongly with this audience.
5. Sell where they scroll and shop
Discovery on TikTok and YouTube, purchase on Shopee and TikTok Shop. Meet men in the feeds they already use, with content made for them.
The mistakes I see brands make
- Ignoring men entirely. The fastest-growing beauty lane, left untouched.
- Recycling women’s beauty language. Men tune out messaging that is not for them.
- Starting too complex. Push a 10-step routine and you lose beginners. Start simple.
- Using only female creators. Male KOCs build trust with male buyers faster.
- Weak local relevance. Copy a Western men’s campaign and it falls flat. Localize.
What this means for you
Men’s grooming is the beauty segment most brands ignore and the one growing fastest in Vietnam. Lead with simple skincare, talk to men clearly, use male creators, ride the K-beauty halo, and sell where they scroll. Move now, before it gets crowded. For context, see the economy of Vietnam and its Digital 2025 profile.
Read next on our blog: marketing tips for cosmetics brands and working with beauty creators in Vietnam.
FAQ: men’s grooming in Vietnam
Is men’s grooming really growing in Vietnam?
Yes, around 18 percent a year, faster than the overall beauty market. Young urban men are adopting skincare and grooming, driven by K-beauty and rising incomes.
What products should I lead with for men?
Simple, effective skincare: cleanser, moisturizer and sunscreen. Most Vietnamese men are early in their routine, so make it easy to start before adding complexity.
How should I market to Vietnamese men?
Clearly and directly, with benefits like healthy skin and confidence. Avoid language borrowed from women’s beauty, and use male creators who share real routines.
Does K-beauty influence men’s grooming?
Strongly. Korean grooming and pop culture made male skincare aspirational. Clean, effective, Korean-style positioning resonates well with Vietnamese men.
Where do Vietnamese men buy grooming products?
They discover on TikTok and YouTube and buy on Shopee and TikTok Shop. Meet them in those feeds with content made specifically for men.
Why act now on men’s grooming?
Because it is still underserved. The segment is growing fast and most brands ignore it, so early, well-positioned brands can win share before it gets crowded.
Win men’s grooming in Vietnam with GMA
At GMA, we help beauty and grooming brands win the male segment in Vietnam. We build the skincare-led content, male creator campaigns and e-commerce that reach Vietnamese men where they are. If you want to capture this fast-growing lane, tell us about your project.
Written by Philip Chen, CEO of GMA (Gentlemen Marketing Agency). I help foreign brands enter and grow in Vietnam and across Asia. Men’s grooming is a quiet gold mine here. The brands that take it seriously now will own it later. If you want a partner who knows the ground, talk to my team.
GMA is a French agency based in Shanghai with more than 75 specialists. We run marketing, e-commerce and distribution for foreign brands across Asia, from Vietnam and China to Indonesia, the Philippines and Thailand.