Of all the categories I watch in Vietnam, cosmetics is one of the most exciting. It is growing fast, it is fiercely competitive, and Vietnamese consumers have become genuinely sophisticated about beauty. A brand that understands this market can grow quickly, but the days of just showing up with an imported product and expecting to win are gone. Let me give you a clear picture of Vietnam’s emerging cosmetics industry and how to succeed in it.
Vietnam’s cosmetics market in numbers (2025-2026)
The market
- Retail beauty and personal care reached about $2.8 billion in 2025, up nearly 30% year on year.
- Over 60% of Vietnamese use skincare products daily.
- Face care is the biggest online category, around 44% of beauty e-commerce revenue.
- Makeup was the fastest-rising online sub-category, up 56%.
How they buy
- E-commerce drives around a fifth of the market, and rising toward a quarter.
- Beauty is a leading category on Vietnam’s e-commerce platforms.
- TikTok and live selling drive discovery.
- Reviews and creator content shape decisions.
What they want
- 84% prioritize transparent ingredients.
- 82% seek long-term effectiveness over quick results.
- Natural and organic products are rising.
- Trust and safety increasingly beat hype.
The competition
- K-beauty is hugely influential, with Korea the top import partner.
- Local Vietnamese brands are growing fast.
- Global and regional brands all compete online.
- The market is crowded and fast-moving.
Why Vietnam’s cosmetics market is booming
Several things came together. Rising incomes gave more people money for beauty. A young, urban population made skincare and makeup part of daily life, with over 60% using skincare every day. And social media, especially TikTok and beauty creators, turned beauty into content people watch, discuss and buy. K-beauty led the way, teaching Vietnamese consumers to care about ingredients, routines and results, which raised the whole market’s sophistication.
That sophistication is the key point for foreign brands. Vietnamese beauty buyers are no longer impressed by a foreign label alone. They read ingredient lists, follow routines, watch reviews and want proof of long-term effectiveness. A brand that respects this intelligence wins. One that relies on vague claims gets exposed fast.
How to succeed in Vietnam’s cosmetics market
Be transparent about ingredients
With 84% of buyers prioritizing transparent ingredients, honesty is your best strategy. Explain what is in your product, what it does, and why. Clear, credible ingredient stories build the trust that drives beauty sales in Vietnam today.
Win on TikTok and live selling
Beauty is visual and social, and TikTok is where discovery happens. Post tutorials, before-and-after results and honest reviews, and go live to demonstrate products. Live selling lets you show real results and answer questions, which converts beauty buyers powerfully.
Work with beauty creators and real reviews
Vietnamese buyers trust creators and other users over brand claims. Partner with beauty creators who genuinely fit your product, and flood your channels with authentic reviews and results. Real proof beats polished advertising in this category.
Position on effectiveness, not just image
Because 82% want long-term results, sell substance. Show how your product performs over time, back it with evidence, and align with the rising demand for natural and effective formulas. Image gets attention, but proof closes the sale.
The mistakes cosmetics brands make
- Relying on a foreign label. Vietnamese buyers are sophisticated. They want proof, not just prestige.
- Vague claims. With 84% checking ingredients, honesty and transparency win.
- Ignoring TikTok and live. That is where beauty discovery and a lot of sales happen.
- Brand-owned hype over real reviews. Buyers trust creators and users more.
- Selling image without effectiveness. Buyers want long-term results, backed by evidence.
What this means for you
Vietnam’s cosmetics market is booming and sophisticated. Win it with ingredient transparency, TikTok and live selling, trusted creators and real reviews, and a focus on effectiveness. Respect how smart these buyers have become and they will reward you. For background, see the economy of Vietnam and the world of cosmetics.
Read next on our blog: the latest consumer trends in Vietnam and our social media strategies for international brands.
FAQ: Vietnam’s cosmetics market
How big is Vietnam’s cosmetics market?
Retail beauty and personal care reached about $2.8 billion in 2025, up nearly 30% year on year, with skincare and makeup leading and e-commerce driving a growing share.
What do Vietnamese beauty buyers want?
Transparency and results. About 84% prioritize transparent ingredients and 82% seek long-term effectiveness. Natural and organic products are rising, and trust increasingly beats hype.
How important is TikTok for cosmetics in Vietnam?
Very. TikTok and live selling drive beauty discovery and a large share of sales. Tutorials, real results and honest creator reviews convert far better than traditional ads.
Can a foreign cosmetics brand still win in Vietnam?
Yes, but not on a foreign label alone. Vietnamese buyers are sophisticated, so you win with transparent ingredients, proven effectiveness, trusted creators and strong social selling.
Grow your cosmetics brand in Vietnam with GMA
At GMA, we help foreign beauty brands win in Vietnam. My team builds transparent, effective-focused positioning, runs TikTok and live selling, partners you with the right beauty creators, and drives authentic reviews. If you want your cosmetics brand to grow in Vietnam, tell us about your project and we will map the first steps together.
About the author. Philip Chen is the co-founder and CEO of GMA (Gentlemen Marketing Agency), a French-Chinese agency that helps foreign brands grow across China and Southeast Asia. He has spent more than a decade on the ground in Asia building marketing and distribution for international brands. Connect with Philip Chen on LinkedIn.