Top 15 Trends In The Beauty Market in Vietnam

Vietnam’s beauty market moves fast. New brands, new ingredients and new platforms appear every season, and what worked last year can feel dated now. If you sell beauty here, or want to, you need to know where the market is heading. What are Vietnamese consumers buying, and how do they discover it? Here are the top trends in Vietnam’s beauty market for 2026.

Vietnam beauty market in numbers (2025-2026)

A young population of about 100 million, highly active on social.
Skincare leads spending; makeup, sun care and men’s grooming are rising.
Discovery runs on TikTok, Facebook, YouTube and increasingly RedNote.
E-commerce (Shopee, Lazada, TikTok Shop) drives a large share of beauty sales.

Trends in the beauty market in Vietnam — Vietnam’s beauty market is young, fast-moving and social-first.

Top trends in Vietnam’s beauty market

Skincare first. Skin health and routines lead beauty spending.
Ingredient awareness. Buyers read labels and chase actives.
Clean and natural. Gentle, natural and “clean” claims sell.
Sun care boom. Daily SPF is now mainstream.
Men’s grooming. A fast-growing, underserved segment.
K-beauty and J-beauty. Korean and Japanese brands stay strong.
Local brands rising. Vietnamese labels win on price and relevance.
Short video discovery. TikTok and Reels drive trial.
RedNote-style reviews. Detailed reviews shape buying.
Live selling. Livestream shopping moves serious volume.
KOC over mega-KOL. Smaller creators drive trust.
Personalization. Skin-type and climate-specific products.
Premiumization. A rising middle class trades up.
Sustainability signals. Refills and eco-packaging gain ground.
Omnichannel. Buyers move between online and store freely.

Beauty KOL trends Vietnam — Creators and reviews, not ads alone, decide what Vietnamese buyers try.

How Chinese social platforms shape Vietnam beauty

Vietnamese beauty discovery increasingly mirrors China. RedNote (Xiaohongshu) turned honest reviews, routines and “shelfies” into a buying engine, and Vietnamese buyers now expect the same depth before they purchase. Douyin proved that short video plus instant checkout sells beauty better than any banner ad. WeChat showed how brands keep customers close with content and service in one app. For beauty brands, three practical points: study RedNote and Douyin to see where Vietnam is heading, reach Chinese tourists and consumers who still shop on these apps, and reuse the same review-and-video content across both markets. The brands that learn from China’s beauty playbook adapt faster in Vietnam.

Anonymous examples

One foreign skincare brand led with ingredient-education content and KOC reviews, mirroring the RedNote style, and built a loyal following before it spent on ads. A makeup brand copy-pasted its Western campaign, ignored local skin tones and creators, and stalled. Reading the trends, and the platforms behind them, made the difference.

Mistakes beauty brands make in Vietnam

Translating global campaigns. Localize claims, shades and messaging.
Ignoring reviews. RedNote-style depth builds trust and sales.
Skipping short video. TikTok and Douyin-style content drive trial.
Only chasing mega-KOLs. KOCs convert better for the budget.
Discount-only tactics. Promotions drive trial; brand builds loyalty.

What this means for you

Vietnam’s beauty market rewards brands that lead with skincare, localize deeply, master reviews and short video, and read the Chinese platforms shaping the region. Build trust with creators and content, and sell where buyers already are. For context, see how big Vietnam’s economy is and the country’s Digital 2025 profile.

FAQ: Vietnam’s beauty market trends

What is the biggest trend in Vietnamese beauty?

Skincare leads, driven by ingredient awareness and daily routines. Sun care, men’s grooming and clean, natural products are all growing quickly alongside it.

Which platforms drive beauty discovery in Vietnam?

TikTok, Facebook and YouTube, with RedNote-style reviews shaping decisions. Short video and creator content drive most trial, and e-commerce closes the sale.

Are local Vietnamese beauty brands a threat?

Increasingly. Local labels win on price, speed and cultural relevance. Foreign brands compete by offering quality, story and expertise buyers cannot get locally.

How important are influencers for beauty?

Central. Big KOLs build awareness and smaller KOCs drive trust and conversion. Authentic reviews and routines, not scripted ads, move Vietnamese beauty buyers.

Why should I watch RedNote and Douyin?

They set the beauty content model that Vietnam follows, reach Chinese consumers and tourists in Vietnam, and let cross-market brands reuse review and video content.

Is live selling worth it for beauty?

Yes. Livestream shopping moves serious volume in Vietnamese beauty. Live demos, offers and Q&A turn viewers into buyers in real time.

How do foreign brands 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.

Grow your beauty brand in Vietnam with GMA

At GMA, we help beauty brands grow in Vietnam and across Asia. We run skincare-led content, creator and KOC campaigns, live selling and e-commerce, and we bring the China beauty playbook to your Vietnam strategy. If you want to win in Vietnamese beauty, 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 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.