Vietnam’s beauty market is booming, but not every category grows at the same pace. Knowing which product types sell best, and why, helps any beauty brand focus its range and marketing. Vietnamese consumers are sophisticated and skincare-obsessed, and their buying tells a clear story. Here are the top-selling beauty product categories in Vietnam and what drives them.

Vietnam’s beauty market (2025-2026)

• Retail beauty and personal care reached about $2.8 billion in 2025, up nearly 30%.
• Over 60% of Vietnamese use skincare products daily.
• Face care alone is around 44% of beauty e-commerce revenue.
• Makeup was the fastest-rising online sub-category, up 56%.

The top-selling beauty categories in Vietnam

1. Facial skincare, the giant

Face care leads by far, driven by daily skincare routines. Cleansers, sunscreens and moisturizers are the most-bought items, and serums and treatments are growing as buyers get more sophisticated.

2. Sun care

Sunscreen is a daily essential for many Vietnamese, tied to both skin health and the local preference for even, bright skin. It is one of the most reliable sellers in the market.

3. Makeup, the fast riser

Makeup is growing fast online, led by base products, lip and eye. Younger consumers, inspired by creators and K-beauty, drive this surge.

4. Masks and treatments

Sheet masks and targeted treatments are hugely popular, affordable, shareable and central to the K-beauty routine that shaped Vietnamese habits.

5. Beauty-from-within and the rest

Collagen and beauty supplements are booming as buyers link wellness and beauty. Haircare, body care, fragrance and a growing men’s grooming segment round out the top categories.

What this means for beauty brands

The pattern is clear: skincare and sun care are the backbone, makeup and beauty-from-within are the fast risers, and everything is driven by daily routines, K-beauty influence, and creator-led discovery on TikTok. A brand that focuses on the strong categories, proves its ingredients and effectiveness, and sells through social and live is set up to win.

The mistakes beauty brands make

• Ignoring skincare. Face care and sun care are the market’s backbone.
• Missing beauty-from-within. Collagen and supplements are booming.
• Vague claims. Sophisticated buyers want transparent ingredients and proof.
• Skipping TikTok and live. That is where beauty discovery happens.
• Ignoring men’s grooming. A small but fast-growing segment.

What this means for you

The top beauty categories in Vietnam are facial skincare, sun care, makeup, masks and beauty-from-within, all driven by daily routines and creator-led discovery. Focus on the strong categories and sell through social and live. For background, see the world of cosmetics and the economy of Vietnam.

Read next on our blog: the latest consumer trends in Vietnam and our social media strategies for international brands.

FAQ: beauty categories in Vietnam

What is the best-selling beauty category in Vietnam?

Facial skincare, by far, driven by daily routines. Cleansers, sunscreens and moisturizers lead, with serums and treatments growing as buyers get more sophisticated.

Is makeup growing in Vietnam?

Yes, fast. Makeup was the fastest-rising online sub-category, up 56%, led by younger consumers inspired by creators and K-beauty.

What is beauty-from-within?

Ingestible beauty products like collagen and supplements. They are booming as Vietnamese buyers increasingly link wellness and beauty.

How should I sell beauty in Vietnam?

Focus on the strong categories, prove your ingredients and effectiveness, and sell through TikTok, live selling and creators, where beauty discovery and a large share of sales happen.

Grow your beauty brand in Vietnam with GMA

At GMA, we help foreign beauty brands win in Vietnam. Our team builds transparent, effective-focused positioning, runs TikTok and live selling, partners you with the right creators, and drives authentic reviews. If you want your beauty brand to grow in Vietnam, tell us about your project and we will map the first steps with you.

GMA (Gentlemen Marketing Agency) is a French agency based in Shanghai with more than 75 specialists. We run marketing and distribution for foreign brands across Asia, from Vietnam and China to Indonesia, the Philippines and Thailand. One team, one network, from first strategy to first sale.