Vietnam’s personal care and beauty market is expanding rapidly, driven by rising disposable incomes, rapid urbanisation, and growing awareness of beauty and wellness among consumers. According to The Investor, Vietnam’s retail beauty and personal care market expanded by 30% in 2025 amid intense competition, marking one of the strongest growth years in recent history.

E-commerce has become the dominant growth engine: According to Metric data, Vietnam’s e-commerce beauty market reached approx 926,4 mil USD revenue across TikTok Shop, Shopee, and Lazada, marking an increase of over 35% compared to Q1 2025. This makes beauty and personal care the leading category in Vietnam’s e-commerce market.

 

Overall, industry data from DKSH (via The Saigon Times) forecasts Vietnam’s beauty and personal care market to grow from US$2.45 billion in 2023 to US$3.3 billion by 2030, with a CAGR of around 4.6% over this period.

 

Skincare: The Largest Sub-Sector

Skincare remains the largest segment of Vietnam’s beauty and personal care market: Research published by B-Company Japan indicates that over 60% of Vietnamese people use skincare products daily. The most common items in routines are facial cleansers (49%), followed closely by sunscreens (31%) and moisturizers (25%). In 2025 online retail data, face care alone accounted for 44% of total beauty and personal care revenue on e-commerce platforms, according to Metric.vn report.

Popular products include facial cleansers, moisturisers, serums, and sun protection. Vietnamese consumers are increasingly interested in natural and organic skincare products, with trends driven by concerns about pollution and a desire for radiant, youthful skin. Imported skincare brands from South Korea and Japan continue to dominate this sector, but local beauty brands are also gaining traction..

Key growth drivers in skincare

As skincare remains the cornerstone of beauty routines in Vietnam, continued demand for facial care products and clean beauty solutions is expected to support long-term market growth.

Makeup: Fastest-Growing Sub-Segment

Makeup is rapidly growing in urban areas such as Ho Chi Minh City and Hanoi, and in 2025, it was the fastest-rising sub-category with 56% growth online. Makeup now accounts for a significant share of total beauty spend, with eyeshadows, lipsticks, foundations, and eyebrow products among the top-selling items.

It is also interesting to note that most beauty-product purchases in 2025 were concentrated in the VND 200,000–500,000 price range. This proves that Vietnam remains a mass-premium market rather than a luxury beauty market. Affordable Korean, Japanese, Chinese, and local brands are therefore well-positioned.

Similar to skincare, the makeup sector also noted a rise in organic products. In 2025, the Vietnam vegan cosmetic size was recorded at USD 99.2 Million, with an expected growth rate (CAGR) of 7.93% during 2026-2034. As people are more and more aware of environmental awareness and having greater concern for animal welfare, the increasing preference for cruelty-free products is contributing to the expansion of Vietnam’s vegan cosmetics market.

Key trends in Vietnam’s makeup market

Overall, Vietnam’s makeup sector is evolving beyond basic cosmetics, with consumers increasingly seeking products that balance affordability, performance, and sustainability.

Haircare and Other Sub-Sectors

Haircare products, including shampoos, conditioners, and hair treatments, represent an important part of the market, with strong demand for products targeting hair health, anti-dandruff, and anti-hair-fall treatments The Investor Metric.vn.

Men’s grooming is also evolving rapidly. Vietnam’s men’s skincare segment recorded 47% year-on-year revenue growth in the first half of 2025, indicating fast increasing adoption and spending among male consumers.The male grooming market is shifting toward multi-functional, “hybrid” solutions, with local brands like Nerman and Rhys Man winning with convenient “all-in-one” combo packs. Male consumers prefer simplicity, speed, and effective results over complex routines, which is why brands with products advertised for minimalistic care are in the top best selling on e-commerce platforms.

Beyond skincare and makeup, niche beauty categories such as fragrances and nail care are also expanding, supported by rising consumer interest in personal grooming and self-expression, although they remain smaller contributors to overall beauty market growth.

Key drivers in haircare and other sub-sectors

E-commerce and Platform Competition

Online retail is transforming Vietnam’s beauty and personal care landscape. In 2025:

Vietnam’s online beauty market is characterized by robust demand, growing brand consciousness, and intensifying competition between Shopee and TikTok Shop, which together dominate the sector.

What is Shaping the Market

Several forces are shaping Vietnam’s personal care and beauty landscape:

What Brands Should Watch

For brands and market entrants, Vietnam’s personal care and beauty market rewards relevance, education, and trust. Consumers respond well to clear product benefits, accessible pricing, and social proof from influencers and real users.

Based on data from Metric.vn, The Investor and Statista, the strongest opportunities are in:

  • Skincare (face care: 44% of online revenue)
  • Makeup (fastest-growth at 56% in 2025)
  • Sun care and hair care
  • Male grooming (multi-functional, hybrid solutions)
  • Hybrid beauty-wellness products

There is also room for local brands that can offer natural ingredients, climate-friendly formulas, and modern packaging that feels premium but affordable.