Vietnam’s beauty market is booming and fiercely competitive, and the brands winning here offer real lessons for anyone entering the category. From Korean skincare giants to global makeup houses and fast-rising local players, the leaders all understand the Vietnamese beauty buyer: young, sophisticated, digital and demanding. Here is a look at the top cosmetics brands in Vietnam, why they win, and what your brand can learn.
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.
- K-beauty is hugely influential, with Korea the top import partner.
- Buyers prize transparent ingredients and proven results.
The top cosmetics brands in Vietnam
K-beauty leaders
Korean brands set the tone in Vietnam. Names like Innisfree, Laneige and The Face Shop built strong followings by teaching Vietnamese consumers about skincare routines, ingredients and results. They win through education, trendy products and a natural, healthy-skin image that fits local taste.
Global makeup houses
Big international names like L’Oreal and Maybelline hold strong positions in makeup and mass beauty, backed by scale, accessible pricing and heavy marketing. They win by combining trusted quality with wide availability across modern trade and e-commerce.
Premium and luxury beauty
Prestige brands appeal to the growing affluent class who want high-end skincare and makeup. They win on prestige, proven efficacy and a premium in-store and digital experience, and they benefit from Vietnam’s rising luxury spending.
The rising local brands
Home-grown Vietnamese brands are gaining ground with natural, locally relevant products and sharp social media. They win on authenticity, local ingredients and a direct connection to Vietnamese consumers, and they show that local players can compete with global giants.
What your brand can learn from them
The winners share a playbook. They educate rather than just advertise, because Vietnamese buyers research before they buy. They are transparent about ingredients and honest about results, because 84% of buyers check ingredients and 82% want long-term effectiveness. They live on TikTok and live selling, where beauty discovery happens. And they respect local taste, whether that is K-beauty’s healthy-skin ideal or local natural ingredients. Any beauty brand can apply these lessons.
Errors we see with cosmetics brands
- Advertising instead of educating. Vietnamese buyers research first.
- Vague claims. With 84% checking ingredients, transparency wins.
- Ignoring TikTok and live selling. That is where beauty discovery happens.
- Relying on a foreign label. Sophisticated buyers want proof, not just prestige.
- Ignoring local taste. Healthy-skin and natural ideals resonate strongly.
Bringing it together
The top cosmetics brands in Vietnam win by educating, being transparent, mastering social selling and respecting local taste. Borrow that playbook to compete in one of Asia’s most exciting beauty markets. For background, see the world of cosmetics and the economy of Vietnam.
Next, on the same subject: the latest consumer trends in Vietnam and our social media strategies for international brands.
Cosmetics brands: the questions that come up
Which cosmetics brands lead in Vietnam?
K-beauty leaders like Innisfree, Laneige and The Face Shop set the tone, alongside global houses such as L’Oreal and Maybelline, premium brands, and fast-rising local Vietnamese players.
Why is K-beauty so strong in Vietnam?
Korean brands educated Vietnamese consumers about skincare routines and ingredients, and their healthy-skin, natural image fits local taste. That built deep trust and loyalty.
Can local Vietnamese beauty brands compete?
Yes. Home-grown brands are rising with natural, locally relevant products and strong social media, competing with global giants on authenticity and direct connection to consumers.
What do the winning beauty brands have in common?
They educate rather than just advertise, stay transparent about ingredients and results, master TikTok and live selling, and respect local taste. That combination wins in Vietnam.
How we approach cosmetics brands
At GMA, we help foreign cosmetics brands win in Vietnam. Our team builds transparent, education-led positioning, runs TikTok and live selling, partners you with the right beauty creators, and drives authentic reviews. If you want your beauty brand to grow in Vietnam, get in touch with the team and we will map the first steps with you.
GMA is a Shanghai-based French agency. We are a team of over 75 specialists. We run digital marketing and commerce programmes for foreign brands in the region. Our footprint covers China and Southeast Asia, with a dedicated Vietnam team.