INDUSTRIES & MARKETS

Cosmetics market in Vietnam

 Table of Contents

01 Overview Value of cosmetic imports in Vietnam 2023, by trade partner 21

Value of cosmetics exports from Vietnam 2022, by trade partner 22
Cosmetics market revenue in the Asia-Pacific region 2023, by country 04
Value of South Korean cosmetic imports to Vietnam 2016-9M 2023 23
Revenue of the beauty & personal care industry in Vietnam 2018-2029 05
Korean skincare cosmetics import value Vietnam 2016-9M 2023 24
Revenue per capita of beauty & personal care in Vietnam 2019-2029 06
Annual personal care value growth Vietnam 2021-2023, by degree of urbanization 07
05 Retail and brands

02 Key indicators Number of cosmetic stores Vietnam 2023, by city 26

Leading cosmetic retail chains Vietnam 2023, by number of stores 27
Revenue of the cosmetics industry in Vietnam 2018-2029 09
Most chosen health and beauty brands in urban areas Vietnam 2022, by penetration rate 28
Revenue of the cosmetics market in Vietnam 2019-2029, by segment 10
Most chosen health and beauty brands in rural areas Vietnam 2022, by penetration rate 29
Revenue per capita of cosmetics in Vietnam 2019-2029 11
Preferred channels to buy beauty and care product Vietnam 2023 12
06 E-commerce

03 Production and consumption Beauty and personal care e-commerce retail sales Vietnam 2017-2026 31
E-commerce beauty sector revenue share Vietnam H1 2023, by product type 32
Shampoo and conditioner production volume in Vietnam 2013-2023 14
E-commerce eye makeup market distribution in Vietnam 2022, by category 33
Shower cream and cleansing foam production volume in Vietnam 2016-2023 15
E-commerce face makeup market distribution in Vietnam 2022, by category 34
Toothpaste production volume in Vietnam 2013-2023 16
E-commerce lip makeup market distribution in Vietnam 2022, by category 35
Personal care consumption Vietnam 2018-2024 17
Leading cosmetics e-retailers in Vietnam 2023, by monthly traffic volume 36

04 International trade
07 Consumer behavior
Import value of cosmetic and skincare products in Vietnam 2016-2023 19
Most popular beauty and health products Vietnam 2023, by gender 38
Cosmetic and skincare products export value Vietnam 2016-2023 20

1
 Table of Contents

Makeup frequency of female consumers in Vietnam 2022 39

Monthly spending on cosmetics among consumers in Vietnam 2022 40
Share of consumers who search and purchase beauty products Vietnam 2022, by channel 41
Influence of social media on cosmetics products Vietnam 2022, by generation 42
Main considerations behind beauty and care product purchases Vietnam 2023, by gender 43

2
CHAPTER 01

Overview
 Revenue of the cosmetics market in the Asia-Pacific region in 2023, by
country (in million U.S. dollars)
Cosmetics market revenue in the Asia-Pacific region 2023, by country

18,000

16,000 15,488.16
Revenue in million U.S. dollars

14,000

12,000

10,000

8,000 7,273.21
6,267.81
6,000

4,000
1,845.4 1,734.69 1,593.62
2,000 1,240.9
785.21 756.57 728.9 715.17 528.9 436.49 364.6 225.35 194.2 178.08
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4 Description: Comparing the 17 selected regions regarding the revenue in the 'Cosmetics' segment of the beauty & personal care market, China is leading the ranking (15.5 billion U.S. dollars) and is followed by Japan with 7.3 billion U.S. dollars. At the other end of the
spectrum is Sri Lanka with 178.08 million U.S. dollars, indicating a difference of 15.3 billion U.S. dollars to China. Read more
Note(s): APAC; Jan 1st to Dec 31st 2023
Source(s): Statista; Statista Consumer Market Insights
 Revenue of the beauty & personal care market in Vietnam from 2018 to
2029 (in billion U.S. dollars)
Revenue of the beauty & personal care industry in Vietnam 2018-2029

3.5

3 3.05
2.93
3.0 2.83
2.74
2.67
2.59
Revenue in billion U.S. dollars

2.5 2.42
2.29 2.23
2.2 2.2

2.0

1.5

1.0

0.5

0.0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029

5 Description: The revenue in the beauty & personal care market in Vietnam was forecast to continuously increase between 2024 and 2029 by in total 0.4 billion U.S. dollars (+14.98 percent). After the ninth consecutive increasing year, the revenue is estimated to reach
3.05 billion U.S. dollars and therefore a new peak in 2029. Read more
Note(s): Vietnam; 2018 to 2029
Source(s): Statista; Statista Consumer Market Insights
 Revenue per capita of the beauty & personal care market in Vietnam from
2019 to 2029 (in U.S. dollars)
Revenue per capita of beauty & personal care in Vietnam 2019-2029

35

29.46 29.85
30 28.9
28.06
Average revenue per capita in U.S. dollars

26.8 27.42
26.18
24.64
25 23.92
22.75 22.87

20

15

10

0
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029

6 Description: The average revenue per capita in the beauty & personal care market in Vietnam was forecast to continuously increase between 2024 and 2029 by in total 3.1 U.S. dollars (+11.57 percent). After the ninth consecutive increasing year, the average revenue
per capita is estimated to reach 29.85 U.S. dollars and therefore a new peak in 2029. Read more
Note(s): Vietnam; 2019 to 2029
Source(s): Statista; Statista Consumer Market Insights
 Annual in-home FMCG value growth of personal care products in Vietnam
from 2021 to 2023, by degree of urbanization
Annual personal care value growth Vietnam 2021-2023, by degree of urbanization

Urban Rural
16% 15%
14%
14%
12%
12%

10%
8%
8%
Value growth

6% 5%

4%

2%

0%

-2%

-4% -3%
2021 2022 2023

7 Description: In 2023, the FMCG in-home value of personal care products in urban areas of Vietnam saw an eight percent increase. Meanwhile, personal care products grew by 14 percent in value in rural areas of the country in that year. Read more
Note(s): Vietnam; 2021 to 2023; among four urban key cities
Source(s): Kantar Worldpanel
CHAPTER 02

Key indicators
 Revenue of the cosmetics market in Vietnam from 2018 to 2029 (in million
U.S. dollars)
Revenue of the cosmetics industry in Vietnam 2018-2029

700
619.47 631.5
605.94
600 580.14
563.28
546.21
528.9
Revenue in million U.S. dollars

500 462.2 473.04

441.07
399.27
400 375.98

300

200

100

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029

9 Description: The revenue in the 'Cosmetics' segment of the beauty & personal care market in Vietnam was forecast to continuously increase between 2024 and 2029 by in total 85.3 million U.S. dollars (+15.62 percent). After the ninth consecutive increasing year, the
revenue is estimated to reach 631.5 million U.S. dollars and therefore a new peak in 2029. Read more
Note(s): Vietnam; 2018 to 2029
Source(s): Statista; Statista Consumer Market Insights
 Revenue of the cosmetics market in Vietnam from 2019 to 2029, by
segment (in million U.S. dollars)
Revenue of the cosmetics market in Vietnam 2019-2029, by segment

Eyes Lips Face Nails Natural Cosmetics

250

200 188.03 191.67

181.91
Revenue in million U.S. dollars

170.72 175.51
165.67
160.39
148.38 143.64 146.75
150 136.4 141.58 138.15 141.08
131.25 134.56 133.12 136.34
125.21 129.27
124.79 129.51
120.89
115.9 120.26
108.68
99.89 102.71
97.52
100
80.95 76.24 77.25 78.72 80.05 80.82
71.13 70.03 74.16 75.21 71.18
69.6 65.05 65.2164.99 64.75 67.39 69.59
57.55 59.86 62.26
56.74 51.79 53.55 54.4
47.64
50

0
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029

10 Description: The revenue is forecast to experience significant growth in all segments in 2029. As part of the positive trend, the revenue achieves the maximum value across all five different segments by the end of the comparison period. Notably, the segment Eyes
stands out with the highest value of 191.67 million U.S. dollars. Read more
Note(s): Vietnam; 2019 to 2029
Source(s): Statista; Statista Consumer Market Insights
 Revenue per capita of the cosmetics market in Vietnam from 2019 to 2029
(in U.S. dollars)
Revenue per capita of cosmetics in Vietnam 2019-2029

6.09 6.18
5.99
6 5.63 5.76
Average revenue per capita in U.S. dollars

5.49
5.35

5 4.83 4.82

4.1
3.89
4

0
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029

11 Description: The average revenue per capita in the 'Cosmetics' segment of the beauty & personal care market in Vietnam was forecast to continuously increase between 2024 and 2029 by in total 0.7 U.S. dollars (+12.75 percent). After the ninth consecutive increasing
year, the average revenue per capita is estimated to reach 6.18 U.S. dollars and therefore a new peak in 2029. Read more
Note(s): Vietnam; 2019 to 2029
Source(s): Statista; Statista Consumer Market Insights
 Preferred channels for purchasing beauty and care products among
consumers in Vietnam as of January 2023
Preferred channels to buy beauty and care product Vietnam 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60%

In-store 52.81%

Online 18.07%

Both 17.72%

I do not have a preference 11.4%

12 Description: According to a 2023 survey conducted in Vietnam, approximately 52.8 percent of respondents purchased beauty and care products through in-store channels. Meanwhile, 18.1 percent preferred to buy these products online. Additionally, approximately
17.7 percent of them chose to make purchases through both of these channels. Read more
Note(s): Vietnam; January 2023; 1,140 respondents; 18 years and older; among respondents nationwide
Source(s): Standard Insights
CHAPTER 03

Production and consumption

 Production volume of shampoo and conditioner in Vietnam from 2013 to
2023 (in 1,000 metric tons)
Shampoo and conditioner production volume in Vietnam 2013-2023

80

68.24 68.87 69.07

70 65.8 66.91
63.66 63.97 64.52 63.3 64.25
61.46
Volume in thousand metric tons

60

50

40

30

20

10

0
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023*

14 Description: In 2023, the production volume of shampoo and conditioner in Vietnam amounted to about 69,070 metric tons, indicating an increase from the previous year. In that year, the production volume of soap was approximately 1.56 million metric tons. Read
more
Note(s): Vietnam; 2013 to 2023; * Preliminary figures. Figures have been rounded. Read more
Source(s): General Statistics Office of Vietnam
 Production volume of shower cream and cleansing foam in Vietnam from
2016 to 2023 (in 1,000 metric tons)
Shower cream and cleansing foam production volume in Vietnam 2016-2023

70

59.27
60
53.6 54.32
52.44
Volume in thousand metric tons

50
45.39
41.93 42.37
40 38.35

30

20

10

0
2016 2017 2018 2019 2020 2021 2022 2023*

15 Description: In 2023, the production volume of shower cream and cleansing foam in Vietnam amounted to about 59,268 metric tons, indicating an increase from the previous year. In that year, the production volume of soap and detergents was approximately 1.56
million metric tons. Read more
Note(s): Vietnam; 2016 to 2023; * Preliminary figure. Values have been rounded. Read more
Source(s): General Statistics Office of Vietnam
 Production volume of toothpaste in Vietnam from 2013 to 2023 (in 1,000
metric tons)
Toothpaste production volume in Vietnam 2013-2023

60

48.21 48.39 49.3

50
45.01 46.02
43.7
Volume in thousand metric tons

42.26
39.63 40.01
40 38.6
34.39

30

20

10

0
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023*

16 Description: In 2023, the production volume of toothpaste in Vietnam amounted to about 42,260 metric tons, indicating an increase from the previous year. In that year, the production volume of soap was approximately 1.56 million metric tons. Read more
Note(s): Vietnam; 2013 to 2023; * Preliminary figures. Figures have been rounded. Read more
Source(s): General Statistics Office of Vietnam
 Consumption of personal care in Vietnam from 2018 to 2022 with a
forecast until 2024 (in trillion Vietnamese dong)
Personal care consumption Vietnam 2018-2024

600
Personal care consumption in trillion Vietnamese

500 480

428

400 382
340
316 324
290
dong

300

200

100

0
2018 2019 2020 2021* 2022* 2023** 2024**

17 Description: The consumption value of personal care in Vietnam has been growing in the past years, from 290 trillion Vietnamese dong in 2018 to 382 trillion Vietnamese dong in 2022. This figure was forecast to continue increasing until 2024. Read more
Note(s): Vietnam; 2018 to 2022; *Figures are estimates. **Figures are forecasts. One thousand Vietnamese dong equals 0.043 U.S. dollars and 0.039 euros as of January 2023. Read more
Source(s): Fitch Solutions; General Statistics Office of Vietnam; Mirae Asset
CHAPTER 04

International trade
 Import value of cosmetic and skincare products in Vietnam from 2016 to
2023 (in million U.S. dollars)
Import value of cosmetic and skincare products in Vietnam 2016-2023

350 331.15

300
271.32
Import value in million U.S. dollars

250 236.35

200
179.09 175.63
151.95
150
109.12 115

100

50

0
2016 2017 2018 2019 2020 2021 2022 2023

19 Description: In 2023, the total import value for products under cosmetic, beauty, make-up, and skincare preparations reached over 331 million U.S. dollars in Vietnam, indicating a rise from the year before. The import value of cosmetic products had been increasing
year on year, except for a slight dip in 2020 due to the impact of the COVID-19 pandemic in the country. Read more
Note(s): Vietnam; 2016 to 2023
Source(s): ASEAN
 Export value of cosmetic and skincare products from Vietnam from 2016
to 2023 (in million U.S. dollars)
Cosmetic and skincare products export value Vietnam 2016-2023

120

100.57
100
92.77
Export value in million U.S. dollars

87.52
82.46
80
71.83 72.75
67.41
63.51
60

40

20

0
2016 2017 2018 2019 2020 2021 2022 2023

20 Description: In 2023, Vietnam exported approximately 87.5 million U.S. dollars of cosmetic and skincare products worldwide. The value of cosmetic products exported from Vietnam had been fluctuating during the observed timeline. Read more
Note(s): Vietnam; 2016 to 2023
Source(s): ASEAN
 Import value of cosmetic products to Vietnam in 2023, by leading trade
partner (in million U.S. dollars)
Value of cosmetic imports in Vietnam 2023, by trade partner

Import value in million U.S. dollars

0 20 40 60 80 100 120 140

South Korea 127.15

France 34.23

Japan 30.79

United States 24.05

China 23.13

Thailand 19.75

Italy 10.24

Indonesia 5.52

Poland 4.73

Switzerland 3.5

Spain 3.38

Germany 2.9

Singapore 2.25

United Kingdom 2.2

Taiwan 1.89

21 Description: In 2023, Vietnam imported around 127 million U.S. dollars worth of cosmetics from South Korea, followed by France, Japan, and the United States. South Korean beauty products, also known as K-beauty, are particularly popular among Vietnamese
consumers, thanks to the influence of Korean pop culture. Read more
Note(s): Worldwide, Vietnam; 2023
Source(s): UN Comtrade
 Export value of cosmetic products from Vietnam in 2022, by trade partner
(in million U.S. dollars)
Value of cosmetics exports from Vietnam 2022, by trade partner

Export value in million U.S. dollars

0 5 10 15 20 25 30

Japan 25.3

Mainland China 11.25

Thailand 10.7

United States 8.73

Hong Kong 7.3

South Korea 2.92

Malaysia 2.86

Singapore 1.1

Canada 1.05

22 Description: In 2022, Japan was the leading import market for cosmetics from Vietnam, amounting to nearly 25.3 million U.S. dollars. This was followed by Mainland China, Thailand, and the United States. That year, South Korea ranked sixth among the export partners
with approximately three million U.S. dollars of cosmetics products imported from Vietnam. Read more
Note(s): Worldwide, Vietnam; 2022
Source(s): UN Comtrade
 Import value of beauty, makeup, and skincare preparations from South Korea to
Vietnam from 2016 to the first 9 months into 2023 (in million U.S. dollars)
Value of South Korean cosmetic imports to Vietnam 2016-9M 2023

350
327.02
304.65
300
263.59
Import value in million U.S. dollars

250
227.31

193.36
200

145.99
150
123.34

100

58.86
50

0
2016 2017 2018 2019 2020 2021 2022 9M 2023

23 Description: As of the third quarter of 2023, Vietnam imported around 305 million U.S. dollars worth of cosmetics from South Korea. South Korean beauty products, also known as K-beauty, are particularly popular among Vietnamese consumers, thanks to the
influence of Korean pop culture. South Korea was also the leading partner for cosmetic imports in Vietnam in recent years. Read more
Note(s): South Korea, Vietnam; 2016 to 9M 2023
Source(s): Korea International Trade Association
 Import value of skincare cosmetics products from South Korea in Vietnam
from 2016 to the first 9 months into 2023 (in million U.S. dollars)
Korean skincare cosmetics import value Vietnam 2016-9M 2023

160

137.45 138.98
140

117.81
Import value in million U.S. dollars

120
109.24
99.35
100

80 71.69
65.37
60

40 33.76

20

0
2016 2017 2018 2019 2020 2021 2022 9M 2023

24 Description: As of the third quarter of 2023, Vietnam imported around 118 million U.S. dollars worth of skincare cosmetics from South Korea. The value of Korean skincare product imports to Vietnam has been growing fast recently. Korean beauty products have
gained recognition among Vietnamese consumers, partially thanks to the popularity of Korean pop culture in this Southeast Asian country. Read more
Note(s): South Korea, Vietnam; 2016 to 9M 2023; HS code: 3304991000
Source(s): Korea International Trade Association
CHAPTER 05

Retail and brands

 Number of cosmetic stores in Vietnam as of March 2023, by city
Number of cosmetic stores Vietnam 2023, by city

450

400 382

350

300
Number of stores

250
204
200

150

94
100 84

50

0
Ho Chi Minh City Ha Noi Others Total

26 Description: According to a report released by Q&Me, as of March 2023, Ho Chi Minh had the highest number of cosmetics stores in Vietnam with 204 outlets. Meanwhile, there were around 94 outlets across the country apart from Ha Noi and Ho Chi Minh City that
year. Read more
Note(s): Vietnam; as of March 2023
Source(s): Q&Me
 Leading cosmetic store chains in Vietnam as of March 2023, by number of
stores
Leading cosmetic retail chains Vietnam 2023, by number of stores

Number of stores
0 20 40 60 80 100 120

Guardian 109

Hasaki 97

The Body Shop 42

The Face Shop 37

Sammi Shop 17

Beautybox 16

Mint Cosmetics 15

Beauty garden 9

Mat hoa da phan 9

Cocoshop 8

Watsons Vietnam 7

Nutycosmetics 7

The gioi SkinFood 6

DN Cosmetics 2

Bicicosmetics 1

27 Description: According to a report released by Q&Me, as of March 2023, Guardian had the highest number of branches compared to other cosmetics stores in Vietnam with 109 outlets. According to the same report, Ho Chi Minh City had the highest number of
cosmetics stores in Vietnam that year. Read more
Note(s): Vietnam; as of March 2023
Source(s): Q&Me
 Most chosen FMCG brands in health and beauty category in urban areas
in Vietnam in 2022, by penetration rate
Most chosen health and beauty brands in urban areas Vietnam 2022, by penetration rate

Penetration rate
0% 10% 20% 30% 40% 50% 60% 70% 80%

P/S 68.7%

Diana 61.7%

Lifebuoy 59.8%

Colgate 52.2%

Close-Up 38.4%

Kotex 34.4%

Sunsilk 29.5%

Clear 28.6%

Dove 22.9%

Pantene 22.1%

28 Description: In 2022, P/S was the most chosen FMCG brand in the health and beauty category in urban areas in Vietnam, having a penetration rate of 68.7 percent, followed by Diana with a penetration rate of almost 61.7 percent. P/S is a brand by Unilever, specializing
in dental care products. Read more
Note(s): Vietnam; 2022; among four key urban cities Ho Chi Minh, Ha Noi, Da Nang and Can Tho
Source(s): Kantar Worldpanel
 Most chosen FMCG brands in health and beauty category in rural areas in
Vietnam in 2022, by penetration rate
Most chosen health and beauty brands in rural areas Vietnam 2022, by penetration rate

Penetration rate
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

P/S 80.5%

Lifebuoy 42.3%

Clear 38.3%

Diana 38.3%

Sunsilk 38%

Colgate 35.4%

Close-Up 29.8%

Dove 23.4%

Kotex 20.5%

Rejoice 16%

29 Description: In 2022, P/S was the most chosen FMCG brand in the health and beauty category in rural areas in Vietnam, having a penetration rate of 80.5 percent, followed by Lifebuoy with a penetration rate of 42.3 percent. P/S is a brand by Unilever, specializing in
dental care products. Read more
Note(s): Vietnam; 2022
Source(s): Kantar Worldpanel
CHAPTER 06

E-commerce
 Retail sales of beauty and personal care e-commerce in Vietnam from
2017 to 2021 with a forecast to 2026 (in million U.S. dollars)
Beauty and personal care e-commerce retail sales Vietnam 2017-2026

700
644

600
Total retail sales in million U.S. dollars

500

400

303.9
300
240.2

200

101.7
100

0
2017 2021 2022* 2026*

31 Description: The total retail sales of beauty and personal care e-commerce in Vietnam increased from 2017 to 2021. In 2021, beauty and personal care e-commerce retail sales of beauty and personal care e-commerce in the country amounted to approximately 240.2
million U.S. dollars. The country's retail sales of this product category were expected to continue increasing and reach over 644 million U.S. dollars by 2026. Read more
Note(s): Vietnam; 2017 to 2021; figures were at fixed 2021 exchange rate; *Figures are forecasts. The source did not provide a date of publication. The date used here is the date of last update. The source did not provide data from 2018 to 2020. Read more
Source(s): Euromonitor
 Distribution of e-commerce beauty sector revenue in Vietnam as of the
first half of 2023, by product type
E-commerce beauty sector revenue share Vietnam H1 2023, by product type

Facial skincare 34.1%

Others 28.8%

Perfume 10.7%

Makeup products 13.0%

Beauty devices 12.8%

32 Description: As of the first half of 2023, facial skincare was the leading category in Vietnam's e-commerce beauty sector, contributing to over one-third of the total revenue. This was followed by makeup products, beauty devices, and perfume. Read more
Note(s): Vietnam; H1 2023
Source(s): Metric.vn; Slideshare
 Distribution of the eye makeup e-commerce market in Vietnam in 2022, by
category
E-commerce eye makeup market distribution in Vietnam 2022, by category

Others 5.7%

Eyebrows 13.8%

Mascara 29%

Eyeshadow 22.9%

Eyeliner 28.0%

33 Description: In 2022, mascara was the largest segment within the eye makeup market in Vietnam, making up nearly 30 percent of the total e-commerce market share for eye makeup. Meanwhile, the eyebrows category held the smallest share, accounting for nearly 14
percent of the eye makeup segment. Read more
Note(s): Vietnam; December 2022
Source(s): TMO Group
 Distribution of the face makeup e-commerce market in Vietnam in 2022,
by category
E-commerce face makeup market distribution in Vietnam 2022, by category

Foundation 31.4%

Others 52.9%

Concealer 8%

Acne removal 4.9%

Blush 2.8%

34 Description: In 2022, makeup foundations dominated the face makeup segment, making up over 30 percent of the total e-commerce market share for makeup in Vietnam. Meanwhile, the blush category had the smallest proportion, accounting for nearly three percent
of the makeup segment. Read more
Note(s): Vietnam; December 2022
Source(s): TMO Group
 Distribution of lip makeup e-commerce market in Vietnam in 2022, by
category
E-commerce lip makeup market distribution in Vietnam 2022, by category

Others 22%

Lip tint/gloss/glow 41%

Lipstick 37%

35 Description: In 2022, lip tint/gloss/glow dominated the lip makeup segment in Vietnam, capturing over 40 percent of the total e-commerce market share for lip makeup products. Meanwhile, the lipstick category held a share of 37 percent within the lip makeup
segment. Read more
Note(s): Vietnam; December 2022
Source(s): TMO Group
 Leading cosmetics e-retailers in Vietnam as of February 2023, by monthly
traffic volume (in 1,000s)
Leading cosmetics e-retailers in Vietnam 2023, by monthly traffic volume

Monthly traffic volume in thousands

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000

Hasaki 7,244

The gioi SkinFood 2,285

Watsons Vietnam 1,267

The Gioi Son Moi 1,103

Bo Shop 1,020

Guardian 908.6

Lam thao Cosmetics 437.48

Nuty Cosmectics 229.35

AB Beauty World 157.6

Beauty garden 127.44

36 Description: As of February 2023, Hasaki led among cosmetics e-retailers in Vietnam, with over 7.2 million monthly visitors. Watsons Vietnam by Watsons Group, the largest beauty and healthy retail company in Asia, ranked third among the list, with around 1.2 million
traffic volume each month. Read more
Note(s): Vietnam; February 2023
Source(s): Gentlemen Marketing Agency
CHAPTER 07

Consumer behavior
 Most popular beauty and health products among consumers in Vietnam
as of January 2023, by gender
Most popular beauty and health products Vietnam 2023, by gender

Share of respondents

Female Male

0% 10% 20% 30% 40% 50% 60% 70% 80%

72.22%
Facewash 30.82%
57.94%
Sunscreen 10.38%
47.62%
Cologne and perfume 36.16%
47.62%
Moisturizer 7.55%
40.48%
Hair care products 15.09%
36.51%
Facial cream 8.49%
35.32%
Facial mask 6.92%
30.56%
Anti-perspirant 32.7%
7.94%
Body powder 3.14%
4.76%
None of the above 25.79%
2.38%
Others 1.57%

38 Description: According to a 2023 survey conducted in Vietnam, about 72.2 percent of female respondents indicated they had purchased face wash products, establishing it as the leading beauty and health product among female customers. In contrast, among male
respondents, cologne and perfume products were the most favored beauty and health items, accounting for 36.2 percent. Read more
Note(s): Vietnam; January 2023; 1,140 respondents; 18 years and older; among respondents nationwide
Source(s): Standard Insights
 Frequency of wearing makeup among female consumers in Vietnam as of
July 2022
Makeup frequency of female consumers in Vietnam 2022

35%
32%
31%
30%
27%

25%
Share of respondents

20%

15%

10%
6%
5% 4%

0%
Daily Several times a week Once a week Less than once a week Do not do this

39 Description: According to a survey conducted in July 2022, about 32 percent of Vietnamese female respondents revealed that they wore makeup less than once a week. During the period examined, around 27 percent of the respondents confirmed wearing makeup
every day, while six percent of them stated not doing it at all. Read more
Note(s): Vietnam; July 2022; 353 respondents; 25-45 years; among female consumers in Ho Chi Minh City, Hanoi, and Da Nang
Source(s): Business Trade Club; Q&Me
 Monthly spending on cosmetics among female consumers in Vietnam as
of July 2022
Monthly spending on cosmetics among consumers in Vietnam 2022

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40%

Below 300,000 VND 14%

300,000 to 500,000 VND 35%

500,000 to 700,000 VND 24%

700,000 to one million VND 14%

One million to two million VND 8%

Two million and above 5%

40 Description: According to a survey conducted in July 2022, about 35 percent of Vietnamese female respondents revealed they spent between 300 thousand to 500 thousand Vietnamese dong (VND) on cosmetics monthly. Meanwhile, approximately five percent of
them confirmed paying two million VND and more for beauty care products. On average, they spent around 650 thousand VND on cosmetics each month. Read more
Note(s): Vietnam; July 2022; 353 respondents; 25-45 years; among female consumers in Ho Chi Minh City, Hanoi, and Da Nang
Source(s): Business Trade Club; Q&Me
 Share of consumers who searched and purchased skincare and makeup
products in Vietnam as of December 2022, by channel
Share of consumers who search and purchase beauty products Vietnam 2022, by channel

Research and purchase only in

Research and purchase only stores 10%
online 21%

Omnichannel 69%

41 Description: Based on a survey conducted in December 2022 among Vietnamese consumers, almost 70 percent of respondents said they preferred using omnichannel to research and buy skincare and beauty products. Meanwhile, around 10 percent of surveyed
consumers would like to search and purchase these products in physical stores. Read more
Note(s): Vietnam; December 6 to 13, 2022; 1,074 respondents; 18 years and older; respondents who purchased and searched in these categories in the last three months
Source(s): McKinsey & Company
 Share of consumers whose skincare and makeup products purchase decision
were influenced by social media in Vietnam as of December 2022, by generation
Influence of social media on cosmetics products Vietnam 2022, by generation

80%

69%
70% 66%

59%
60%
Share of repondents

50%
44%

40%

30%

20%

10%

0%
Gen Z Millennials Gen X Baby boomers

42 Description: According to a survey conducted in 2022, around 69 percent of respondents from Gen Z confirmed buying skincare and makeup products after being influenced by social media posts. This was followed by millennials, with 66 percent of respondents from
this generation saying their purchase decision of cosmetics items was affected by social media. Read more
Note(s): Vietnam; December 6 to 13, 2022; 1,074 respondents; 18 years and older; respondents whose purchases were influenced in last three months (any product category)
Source(s): McKinsey & Company
 Main considerations behind purchase decision for beauty and care
products among consumers in Vietnam as of January 2023, by gender
Main considerations behind beauty and care product purchases Vietnam 2023, by gender

Share of respondents

Female Male

0% 5% 10% 15% 20% 25% 30%

Clear and transparent list of ingredients 27.78%

24.84%
Good and positive brand reputation 22.22%
27.04%
Increased information access about quality and use 10.71%
12.89%
Sustainable sourced materials 9.52%
5.66%
Vegan-organic ingredients 9.13%
4.4%
Low price offer 8.33%
5.35%
Ethic credential and testing 7.54%
13.52%
Sustainable/recyclable packaging 4.76%
2.83%
Other 0%
3.46%

43 Description: According to a 2023 survey conducted in Vietnam, approximately 27.78 percent of female respondents purchased beauty and care products because of the clear and transparent list of ingredients. Meanwhile, about 27 percent of male respondents
choose to purchase these products based on good and positive brand reputations. Read more
Note(s): Vietnam; January 2023; 1,140 respondents; 18 years and older; among respondents nationwide
Source(s): Standard Insights
 Sources

Agriculture and Agri-Food Canada

ASEAN
Business Trade Club
Euromonitor
Fitch Solutions
General Statistics Office of Vietnam
Gentlemen Marketing Agency
Kantar Worldpanel
Korea International Trade Association
McKinsey & Company
Metric.vn
Mirae Asset
Q&Me
Slideshare
Standard Insights
Statista
Statista Consumer Market Insights
TMO Group
UN Comtrade

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