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Top 15 Trends In The Beauty Market in Vietnam

As the beauty industry in Vietnam continues to flourish, it becomes increasingly important to stay ahead of the game and keep up with the latest trends shaping this dynamic market. From skincare innovations to makeup revolutions, the beauty landscape in Vietnam is constantly evolving to cater to the diverse needs and preferences of its consumers. In this article, we delve into the top 15 trends that are reshaping the beauty market in Vietnam, offering a captivating glimpse into the ever-changing world of beauty in this vibrant and promising Southeast Asian country. Whether you’re a beauty enthusiast or a savvy industry player, get ready to discover the hottest trends that are setting the beauty scene abuzz in Vietnam!


The minimalist trend has influenced the way beauty consumers view beauty products. The minimalist trend has influenced the way beauty products are perceived by consumers.

As this trend emerges, new beauty terms and keywords are born. Words like #skinimalism, #nonmakeupmakeuplook, #MarieKondoSkincare, #GlassSkinMakeup, “sương sương” (Vietnamese slang for being light) or “ ô dề” (Vietnamese slang for being overly done) and are trending daily.

Instead of 7-10 skincare steps before, skincare believers will cut out unnecessary and cumbersome steps, down to 3-5 basic steps. This will help the skin to breathe better. At the same time, for busy people or lazy girls, this is a way to save time.

Vietnamese beauty consumers are increasingly concerned about what their skin/hair needs. Now, they are not just about the appearance of their hair or skin but also their overall health.

It is a challenge for beauty brands to create multi-functional products that are lightweight and minimalistic.

The more a product can offer, the higher it’s praised among the beauty community as there are increasingly sophisticated demands.. Beauty consumers are now looking for very specific and specialized ingredients, as there is a greater understanding and knowledge of the specific product ingredients.

Beauty brands are urged to develop advanced products that contain specialized formulas and ingredients for greater effectiveness.


Vietnamese consumers are bringing the spa or salons to their homes.

Post-COVID-19, people are more willing to spend time at home, especially if this comes at less cost, and this includes spa or beauty treatments Vietnamese consumers now seek products that not only perform well but can also recreate their beauty salon experience from the comfort of home.

According to our research, the volume of discussion about home spas or home salons has been increasing rapidly in the beauty industry. For example, “dầu gội chuẩn salon” (salon-standard shampoo) is a popular term in both mention volume and search volume.

Brands have more chances to develop and market products that meet this demand. Beauty consumers are looking for products that offer moisturizing, antibacterial, and skin-sensorial properties. Beauty brands develop products and/or campaigns based on the criteria.


Brands must be able to respond more directly and actively to their customer’s needs in the age of personalized marketing. Beauty lovers in Vietnam are becoming more educated and sophisticated. Beauty enthusiasts are more sophisticated and knowledgeable. They know what they need for their skin and hair, and have high expectations of the products they purchase.

It is a challenge for brands of beauty and personal care to win over modern consumers. Brands must not only invest in innovation and create more quality products but also demonstrate that they have a dermatological understanding of their customers’ skin. Beauty and personal-care brands should start to think about giving consumers the option to customize their beauty care products.


In addition to skin care cosmetics, using high-tech beauty products is very popular in the beauty trend of 2023. The creation of beauty care devices and tools like facial washing devices, facial massage devices, and face rollers is believed to enhance the effectiveness of beauty products. 

Typical in high-tech beauty at home without going to expensive spas are smart machines dedicated to the face area. People can use a face wash machine, a masking machine, or a lifting massage machine.


The top layer of the skin, the skin barrier (also known as the stratum corneum) is the first line of defense against bacteria and environmental aggressors like UV rays. When left unprotected, impurities easily penetrate the skin, making it more sensitive.

The Vietnamese strengthen the skin barrier by using moisturizers and skin-restoring creams. At the same time, consumers also need to use sunscreen to prevent damage by UVA and UVB rays from the sun.


The Skin Treatment segment in Vietnam is projected to grow by 7.62% (2023-2027) resulting in a market volume of US$93.25m in 2027

For example, the National Hospital of Dermatology and Venereology is one of the leading hospitals in dermatology with the following functions and missions: studying skin diseases model, seeking diagnosis, treatment, prevention and rehabilitation methods in dermatology and leprosy, training medical staff, consultation and giving solutions, plastic surgery, skincare, scientific research and direction of healthcare activities.


In recent years, digital beauty services such as online dermatology consultations have gained in popularity. These services are popular because consumers want to know more about the condition of their skin and which products will work best for them. 

Currently, many Vietnamese people are detected early when they have unusual symptoms thanks to the 24/7 online chat application with dermatologists. This is considered to be the most convenient and fastest application for remote dermatology consultation and medical service today on mobile devices and computers. On the basis of grasping the actual situation and the need for connection, a quick conversation between doctors and patients in need of consultation.


The Natural Cosmetics segment in Vietnam is projected to grow by 4.02% ( 2023-2027) resulting in a market volume of US$67.39m in 2027.

In recent years, the trend of using vegan cosmetics began to bloom and was loved by many Vietnamese people. Vegan Cosmetics are beauty products that have absolutely no animal-derived ingredients and are not tested on animals.

In Vietnam, Cocoon is known as one of the first Vietnamese brands to embrace this trend. 


Accustomed to the presence of this small but important accessory during the 2 years of the COVID-19 pandemic, Vietnamese consumers have become more interested in skin care products and facial cleansers with deep but gentle cleansing capabilities. mild to prevent “maskne” – a slang term for acne caused by masks.

Instead of focusing on adorning the lips or cheekbones as usual, makeup followers also began to refine their eyes, thereby increasing sales of eyeliner, mascara, and eyebrow products as well as other types of cosmetics. Eye creams have skyrocketed throughout the past year. Foundations and sunscreens with lightweight formulas and long-lasting textures, lipsticks with high adhesion, and colorless are also more popular.


In a world where COVID-19 and its effects are still a nightmare for many Vietnamese, taking care of body and mind is becoming increasingly important.

Many people have to deal with acne-prone skin, dark circles under the eyes, and a degraded appearance due to prolonged stress and anxiety. In response to this situation, the concept of “Stress care” emerged as a trend around beauty care products combined with anxiety relief and is expected to quadruple within the next five years

Entering the year 2022, don’t be too surprised if you go everywhere you can see countless cosmetics with the main message of relieving anxiety, stress, negative mood, and improving insomnia.


Wrinkles, premature aging, and collagen regeneration have long been familiar topics in women’s conversations. As the new year approaches, however, another topic called “hormones,” or more specifically, the effects of estrogen on the skin, will begin to capture the attention of Vietnamese middle-aged women. 

To find a solution to this problem, many brands including cosmetic companies have begun to research and explore adding phytoestrogens – plant-based compounds that come from soybeans, flaxseeds, grapes, and soybeans. walnuts… with powerful anti-oxidant and anti-inflammatory properties, into its skin care products.


Vietnamese consumers are more conscious than ever about making sustainable choices, and this is inspiring beauty brands to take steps towards offering products with biodegradable packaging. This includes ‘certified compostable’ products and products made from materials such as paper, sugarcane, mushrooms, seaweed, and some food by-products that break down into harmless particles or do not contain microplastics.


“Sensory beauty” – a trend revolving around beauty products that evoke the senses, has become more popular than ever during the pandemic. And the top-grossing area in this beauty category could be none other than perfume.


Not only focusing on the face, but many Vietnamese have also started taking care of their body skin. People liken the face to the “soul” of a woman, the body is equally important. Especially when they have beautiful body skin, wearing backless and open-shoulder clothes will also help them feel more confident. Therefore, body care products have gradually taken the throne. Exfoliating cream, cleansing, moisturizing cream, and whitening cream have been hunted and used by many people.


As Vietnamese consumers are now more educated and sophisticated when it comes to taking care of themselves, knowing what perfect products to apply to their skin is simply not enough. Consumers are now more conscious of their health and are seeking products that can help them improve it.  

Taking supplements is a popular way for Vietnamese consumers to achieve such needs.

According to the data we gathered from two of the most popular e-commerce sites in Vietnam – Shopee and Lazada, health supplements make up a very high production volume on these sites, followed by beauty supplements.


Above are the outstanding skincare trends in 2023 that beauty brands cannot miss. Understanding and appreciating Vietnamese habits will help any brand to successfully introduce its products and build a strong presence in the country. When tapping into the Vietnamese market for beauty, international brands will need to be prepared and work closely with local experts.

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