Summary

Market Overview
Vietnam’s cosmetics market was valued at USD 1.68 billion in 2024 and is projected to reach USD 2.34 billion by 2030, registering a CAGR of 5.74% during the forecast period. This growth is driven by rising disposable incomes, expanding urban populations, and increasing consumer focus on personal care and grooming. A young, digitally active population—particularly Gen Z and millennials—continues to shape market trends, showing strong preferences for natural, organic, and cruelty-free products. The influence of global beauty standards through platforms such as TikTok and Instagram, coupled with the rise of e-commerce and beauty influencers, has fueled demand across skincare, makeup, and personal care segments. International players are scaling operations, while local brands are focusing on innovation to remain competitive in a rapidly evolving and opportunity-rich environment.
Key Market Drivers
Rising Beauty Awareness and Shifting Consumer Preferences
A major growth driver for the Vietnam cosmetics market is the increasing emphasis on personal grooming and skincare, particularly among younger consumers. Influenced by global beauty standards and digital media, Vietnamese consumers—especially women—are proactively seeking products that improve skin health and appearance. Social media platforms, including TikTok, Instagram, and YouTube, have amplified awareness by showcasing beauty routines and promoting trending cosmetic products. Demand is rising for items such as sunscreens, anti-aging creams, facial masks, and natural skincare. Consumers are becoming more discerning, favoring personalized, high-quality formulations suited to specific skin concerns. In response, both domestic and international brands are accelerating innovation and launching diverse product lines to meet evolving consumer expectations, supporting sustained market growth.
Key Market Challenges
Intense Market Competition and Brand Saturation
The Vietnam cosmetics market is becoming increasingly competitive, with a diverse mix of global leaders, regional players, and emerging local brands. Well-established international names like L'Oréal and Shiseido maintain strong brand loyalty, while Korean and Japanese brands are popular for their affordability and alignment with Asian skin care needs. Simultaneously, local companies are trying to differentiate through herbal and traditional formulations. However, the abundance of options has led to brand saturation, making it difficult for new entrants to capture market share. With low brand loyalty and a consumer base that is heavily influenced by online reviews, influencer endorsements, and promotional campaigns, maintaining visibility requires continuous investment in innovation and marketing—posing a significant challenge for businesses.
Key Market Trends
Increasing Popularity of Male Grooming Products
Vietnam is witnessing a notable rise in male participation in the cosmetics and skincare category. Changing social attitudes, urbanization, and broader exposure to media have made personal grooming more acceptable and desirable among men. As a result, demand is increasing for male-specific products such as facial cleansers, moisturizers, sunscreens, and hairstyling items. Brands are responding with targeted product lines and marketing efforts addressing common male concerns like acne, oily skin, and aging. Male grooming is being further normalized through social media, with male influencers and celebrities endorsing skincare routines. This growing acceptance signals a broader cultural shift toward inclusive beauty and expands market potential for gender-specific product innovation.
Key Market Players
• L'Oréal Vietnam Co., Ltd.
• Unilever Vietnam International Company Limited
• Estee Lauder (Vietnam) Limited
• Beiersdorf Vietnam Co., Ltd
• Procter & Gamble Vietnam Company Limited
• Shiseido Cosmetics Vietnam Co., Ltd
• Marico Limited
• Chanel, Inc.
• MON Trading Co., Ltd (Vedette)
• YLV Company Limited (The Skinna)
Report Scope:
In this report, the Vietnam Cosmetics Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
• Vietnam Cosmetics Market, By Type:
o Skin Care
o Hair Care
o Bath & Shower Products
o Makeup & Color Cosmetics
o Fragrances & Deodorants
o Others
• Vietnam Cosmetics Market, By Gender:
o Men
o Women
• Vietnam Cosmetics Market, By Sales Channel:
o Supermarkets/Hypermarkets
o Pharmacy
o Departmental Stores
o Multi-Branded Stores
o Online
o Others
• Vietnam Cosmetics Market, By Region:
o Northern Vietnam
o Southern Vietnam
o Central Vietnam
Competitive Landscape
Company Profiles: Detailed analysis of the major companies present in the Vietnam Cosmetics Market.
Available Customizations:
Vietnam Cosmetics Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:
Company Information
• Detailed analysis and profiling of additional market players (up to five).

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Table of Contents

1. Introduction
1.1. Product Overview
1.2. Key Highlights of the Report
1.3. Market Coverage
1.4. Market Segments Covered
1.5. Research Tenure Considered
2. Research Methodology
2.1. Methodology Landscape
2.2. Objective of the Study
2.3. Baseline Methodology
2.4. Formulation of the Scope
2.5. Assumptions and Limitations
2.6. Sources of Research
2.7. Approach for the Market Study
2.8. Methodology Followed for Calculation of Market Size & Market Shares
2.9. Forecasting Methodology
3. Executive Summary
3.1. Overview of the Market
3.2. Overview of Key Market Segmentations
3.3. Overview of Key Market Players
3.4. Overview of Key Regions
3.5. Overview of Market Drivers, Challenges, and Trends
4. Voice of Customer Analysis
4.1. Brand Awareness
4.2. Factor Influencing Purchase Decision
5. Vietnam Cosmetics Market Outlook
5.1. Market Size & Forecast
5.1.1. By Value
5.2. Market Share & Forecast
5.2.1. By Type (Skin Care, Hair Care, Bath & Shower Products, Makeup & Color Cosmetics, Fragrances & Deodorants, Others)
5.2.2. By Gender (Men, Women)
5.2.3. By Sales Channel (Supermarkets/Hypermarkets, Pharmacy, Departmental Stores, Multi-Branded Stores, Online, Others)
5.2.4. By Regional
5.2.5. By Company (2024)
5.3. Market Map
6. Vietnam Skin Care Market Outlook
6.1. Market Size & Forecast
6.1.1. By Value
6.2. Market Share & Forecast
6.2.1. By Gender
6.2.2. By Sales Channel
7. Vietnam Hair Care Market Outlook
7.1. Market Size & Forecast
7.1.1. By Value
7.2. Market Share & Forecast
7.2.1. By Gender
7.2.2. By Sales Channel
8. Vietnam Bath & Shower Products Market Outlook
8.1. Market Size & Forecast
8.1.1. By Value
8.2. Market Share & Forecast
8.2.1. By Gender
8.2.2. By Sales Channel
9. Vietnam Makeup & Color Cosmetics Market Outlook
9.1. Market Size & Forecast
9.1.1. By Value
9.2. Market Share & Forecast
9.2.1. By Gender
9.2.2. By Sales Channel
10. Vietnam Fragrances & Deodorants Market Outlook
10.1. Market Size & Forecast
10.1.1. By Value
10.2. Market Share & Forecast
10.2.1. By Gender
10.2.2. By Sales Channel
11. Market Dynamics
11.1. Drivers
11.2. Challenges
12. Market Trends & Developments
12.1. Merger & Acquisition (If Any)
12.2. Product Launches (If Any)
12.3. Recent Developments
13. Vietnam Economic Profile
14. Policy & Regulatory Landscape
15. Competitive Landscape
15.1. Company Profiles
15.1.1. L'Oréal Vietnam Co., Ltd.
15.1.1.1. Business Overview
15.1.1.2. Company Snapshot
15.1.1.3. Products & Services
15.1.1.4. Financials (As Per Availability)
15.1.1.5. Key Market Focus & Geographical Presence
15.1.1.6. Recent Developments
15.1.1.7. Key Management Personnel
15.1.2. Unilever Vietnam International Company Limited
15.1.3. Estee Lauder (Vietnam) Limited
15.1.4. Beiersdorf Vietnam Co., Ltd
15.1.5. Procter & Gamble Vietnam Company Limited
15.1.6. Shiseido Cosmetics Vietnam Co., Ltd
15.1.7. Marico Limited
15.1.8. Chanel, Inc.
15.1.9. MON Trading Co., Ltd (Vedette)
15.1.10. YLV Company Limited (The Skinna)
16. Strategic Recommendations
17. About Us & Disclaimer