Vietnam

Skincare Market
Report
1

Understanding Consumer Behavior,

Preferences, and Brand Performance
2025 July
 Content

3 Research Overview

4 Market Context & Landscape

5 Consumer Usage Insights

9 Brand Performance Analysis

2

12 Shopping & Channel Behavior

15 Customer Segmentation

18 Digital Influence & Social Media Impact

21 Future Market Evolution

24 About Us
 Research Overview

Research Objectives
▪ Map current skincare usage patterns and consumption behaviors
across Vietnam
▪ Evaluate brand performance and positioning within skincare segments
▪ Identify key purchase drivers and barriers for different product
categories
▪ Analyze skincare routine complexity and product preferences
▪ Segment consumers based on attitudes and behaviors toward skincare
3

▪ Understand the impact of digital channels on purchase decisions

Research Methodology
▪ Demographics: Men & women aged 18-45, current skincare users
▪ Geography: HCMC, Hanoi, Da Nang, Can Tho, and Hai Phong
▪ Quantitative: 924 respondents (online)
▪ Qualitative:
▪ 18 IDIs.
▪ 4 FGDs.
▪ Fieldwork period: June 2025.
 Market Context & Landscape
Vietnam Skincare Market Overview & Key Dynamics

LEADING INTERNATIONAL
$1.2B +9.5%
Vietnam Skincare Annual Growth
Market Value (2024)

KEY MARKET TRENDS

4

K-beauty Dominance: Korean brands continue to lead consumer

preferences with 34% of skincare purchases PROMINENT LOCAL
“Skinimalism”: Growing preference for simplified routines and
multi-functional products
Digital-First Shopping: EC penetration growing from 18% to 22%
annually
Ingredient Consciousness: Consumers increasingly focused on
active ingredients and transparency
 Consumer Usage Insights
5
 Usage Patterns & Frequency
Skincare Product Usage Behaviors Across Vietnam

Daily Skincare Product Usage Key Usage Statistics

Q: "How often do you use the following skincare products?" (n=924)

Cleanser 89% 4.2 73%

Moisturizer 82% Avg. products Have established
used daily morning routine
Sunscreen 74%
Toner 68%
Serum 54% 84% 1.5x
6

Face mask 31%

Use different products More products in
AM/ PM evening vs. morning

Skincare Routine Complexity

Q: "How would you describe your current skincare routine?" (n=924)
“I've simplified my routine from 8 steps to 5. Vietnamese humidity
makes layering too many products feel heavy. Now I focus on quality
Minimalist (1-3 products) ingredients that work well together.” (Minh Anh, 31, Teacher, Hanoi)
25% 28% Moderate (4-6 products)
“Sunscreen is non-negotiable in Vietnam's climate. I apply it religiously
Extensive (7+ products) every morning, even when working from home.” (Thảo, 26, Software
Developer, HCMC)

Seasonal Variation: 62% adjust routine

based on weather/ season
47%
 Purchase Drivers & Decision Factors
What Motivates Vietnamese Consumers in Skincare Choices

Top Purchase Drivers Purchase Barriers Key Decision Moments

Q: "How important are the following factors Q: "What prevents you from purchasing skincare Q: "Which actions do you typically take before
when choosing skincare products?" (n=924) products you are interested in?" (n=924) purchasing skincare products?” (n=924)

Product Effectiveness 87% 58% High price compared to alternatives Read ingredient list 76%
Proven results for specific skin concerns

Value for Money 47% Uncertainty about product effectiveness

Affordable pricing relative to benefits
82% Compare similar products 72%

42% Concerns about ingredient reactions

Ingredient Safety 78% Check online reviews 68%
7

Natural/ gentle formulation

38% Limited availability in preferred channels
Brand Trust 74% Ask friends for opinions 64%
Reliable brand reputation 34% Lack of clear product information

Climate Suitability 71% Test/ sample first 59%

Works well in Vietnamese humidity 29% Too many product options to choose from

“I always check if a product is suitable for tropical climate before buying. “Price matters but not in the way people think. I'm willing to pay more
Many international brands are too heavy for Vietnam's humidity. I prefer for a product that works, but I want to see clear value. A expensive
lightweight formulas that still provide good hydration.” product that only does one thing doesn't appeal to me.”
(Quỳnh Hương, 32, Banker, Hanoi) (Nguyên Vũ, 34, Designer, HCMC)
 Skincare Routine Analysis
Morning vs Evening Usage Patterns and Complexity

Morning Routine Evening Routine Routine Behavior Patterns

Q: "Which products do you typically use in your Q: "Which products do you typically use in your Q: "Which of the following describes your
morning skincare routine?" (n=924) evening skincare routine?" (n=924) skincare routine habits?” (n=924)

3.2 4.8 Follow same routine daily 73%

Avg. products used in morning routine Avg. products used in evening routine

Skip morning routine when rushed 42%

1. Cleanser 91% 1. Makeup Removal 67%
Face wash or gentle cleansing Cleansing oil or micellar water
Adjust routine based on skin condition 69%
8

2. Toner 64% 2. Cleanser 89%

Hydrating or pH balancing Deep cleansing foam

Double cleanse in evening 67%

3. Serum 42% 3. Toner 71%
Vitamin C or brightening Exfoliating or hydrating
Use different products weekend vs.
38%
4. Moisturizer 4. Treatment Serum weekday
Lightweight day cream
85% Retinol, niacinamide, or acids
58%
Include face massage in routine 31%
5. Sunscreen 78% 5. Night Moisturizer 82%
SPF 30+ daily protection Rich cream or sleeping mask

6. Face Oil/ Mask 34%

Weekly intensive treatment

“My morning routine has to be quick and effective. I focus on protection “I learned that less is more. I used to do 8 steps every night following K-
– cleanser, vitamin C serum, moisturizer with SPF. Everything combined beauty influencers, but it was overwhelming. Now I focus on 4-5 quality
takes maybe 5 minutes. Evening is when I can take time for treatments products that actually work for Vietnamese climate and my busy
and anti-aging products.” (Thu Phương, 34, Project Manager, HCMC) schedule.” (Thế Nam, 29, Banking Professional, Hanoi)
 Brand Performance Analysis
9
 Brand Performance Matrix
Brand Awareness vs Purchase Consideration Analysis

Brand Positioning: Awareness x Consideration

70
Top Performance Brands Purchase Consideration
(Unaided Awareness) Leaders
60 68% 52%

61% 46%
50
54% 41%
10

40 47% 39%
AWARENESS

38% 33%

30

20

K-Beauty
International
10
Local Vietnamese
CONSIDERATION
Premium
0
0 10 20 30 40 50 60 70 80
 Brand Performance Insights

1 2 3 4 5
Mixed
K-Beauty Challenges Cocoon’s Results for Emerging
Market for VN Rising Premium Local Brand
Leadership Brands Momentum Int’l Brands Potential

Korean brands Thai Duong shows Despite modest SK-II successfully M.O.I, Lemonade,
(Innisfree, The Face high awareness awareness (38%), converts awareness Happy Skin, and
Shop, Etude House) (43%) but low Cocoon achieves to consideration, Laco remain niche
dominate, with consideration (28%), 34% consideration – while Shiseido’s players with
11

Innisfree leading in signaling potential an impressive 89.5% performance untapped potential.

both awareness gaps in relevance, conversion efficiency suggests price Growth will hinge on
(68%) and pricing, or driven by strong sensitivity or limited boosting awareness
consideration (52%) – positioning word-of-mouth and a local relevance while preserving
a clear reflection of compared to global compelling value despite high visibility. authentic local
strong brand equity competitors. proposition. Strategic appeal and
and consumer marketing could competitive pricing.
alignment. unlock significant
growth.
 Shopping & Channel Preferences
12
 Channel Preferences
Understanding Where Vietnamese Consumers Purchase Skincare

Primary Purchase Channels Information & Research Sources

"Where do you typically purchase skincare products?" (n=924) "Where do you typically research skincare products before purchasing?" (n=924)

Online platforms (Shopee, Lazada) 46% Online reviews & ratings 72%

Beauty specialty stores (Hasaki, Guardian, Watson…) 28% Beauty influencers (YouTube, TikTok) 58%

Brand stores & counters 18% Friends & family recommendations 54%
13

Pharmacies 15% Brand websites & social media 47%

Department stores 12% Beauty community forums 31%

Social commerce (TikTok, Facebook, Zalo) 11% In-store consultation 23%

“I always check Hasaki first because they have authentic products and “Online shopping is convenient but I still like to test products in store
good customer service. But I compare prices on Shopee before buying. first, especially for expensive items. I go to Guardian or brand counters
If the price difference is small, I prefer Hasaki for the peace of mind.” to try, then buy online if I find a better deal.”
(Anh Thư, 30, Marketing Specialist, HCMC) (Minh Hạnh, 26, Teacher, Hanoi)
 Shopping Behaviors
Understanding How Vietnamese Consumers Purchase Skincare

Typical Purchase Journey

Research Social Price Purchase Review

Validation Comparison
Online research & reviews Buy from trusted channel Share experience online
(2-3 days)
14

Ask friends or check Compare across 3-4

influencer content platforms

Platform Trust & Satisfaction Ratings

68% 3.4 "How would you rate your satisfaction with the following shopping channels?" (n=924)

Research online Avg. channels checked

before purchasing offline before purchase
Hasaki (specialty beauty) 8.7 Shopee (EC) 8.2

Guardian (drugstore) 8.1 Lazada (EC) 7.9

Brand official stores 8.5 TikTok Shop 7.3

 Customer Segmentation
15
 Customer Segmentation
Behavioral Typology and Targeting Insights for Vietnam Skincare Market
16

Practical Minimalists Beauty Enthusiasts Luxury Seekers

Age Range 25-35 Age Range 20-30 Age Range 30-45

Income Middle income Income Middle to high income Income High income

Location Urban centers Location HCMC, Hanoi Location Affluent districts

Lifestyle Busy professionals Lifestyle Social media active Lifestyle Career-focused

▪ Prefer multi-functional products that save ▪ Follow multi-step Korean skincare ▪ Prefer established international luxury
time. routines. brands.
▪ Focus on essential steps in skincare ▪ Influenced by beauty content creators ▪ Focus on anti-aging and advanced
routine. and trends. skincare.
▪ Value proven ingredients over trendy ▪ Willing to try new products and brands. ▪ Value exclusivity and premium
formulations. ▪ Share experiences on social platforms. positioning.
▪ Research thoroughly before purchasing ▪ Invest significant time and money in ▪ Seek professional recommendations.
▪ Prioritize value for money and skincare. ▪ Less price-sensitive for quality products.
effectiveness.
 Customer Segmentation
Behavioral Typology and Targeting Insights for Vietnam Skincare Market
17

Practical Minimalists Beauty Enthusiasts Luxury Seekers

285K Monthly spend 520K Monthly spend 890K Monthly spend

2.8 Products purchased monthly 4.6 Products purchased monthly 3.2 Products purchased monthly

62% Online purchase preference 78% Online purchase preference 45% Online purchase preference

Local Preferred brand origin Korean Preferred brand origin Int’l Preferred brand origin

Strategic Implications
▪ Target with multi-benefit products and ▪ Leverage influencer partnerships and ▪ Focus on premium positioning and
clear value propositions. trend-driven content. exclusive experiences.
▪ Emphasize time-saving benefits and ▪ Introduce new products through social ▪ Emphasize advanced technology and
proven results. media channels. professional endorsements.
▪ Focus on functional communication ▪ Create engaging beauty tutorials and ▪ Invest in high-touch customer service and
rather than aspirational messaging. user-generated content campaigns. personalized consultations.
 Digital Influence & Social Media Impact
18
 Digital Influence & Social Media Impact
How Digital Platforms Shape Skincare Decisions in Vietnam

Platform Usage for Beauty Content Most Trusted Content Creators

"Which social media platforms do you use to research skincare "How much do you trust skincare recommendations from the following
products?" (n=924) sources?" (n=924)

YouTube Beauty Influencers (10K-100K followers)

In-depth reviews and tutorials
78% use for product search 1 Relatable content with honest reviews
84% trust level

TikTok Dermatologists & Skin Experts

Quick tips and trending products
2 Professional advice and education
19

65% follow beauty influencers 79% trust level

Instagram Celebrity Endorsements

Visual content and brand discovery
52% discover new products here
3 Aspirational lifestyle content
61% trust level

Facebook Brand Official Accounts

Community groups and discussions
43% join beauty groups
4 Product information and updates
58% trust level

73% 68% 54%

Have purchased products Follow skincare accounts Made impulse purchases
after seeing influencer for routine inspiration from social media
content
 Digital Engagement Behaviors
Typical Activities Consumers Do When Consuming Beauty Content on Digital Channels

Most Engaging Content Types Research Behavior Patterns

Before & After Results Step-by-Step Tutorials Watch reviews before purchasing new products 81%

82% 76% Check multiple influencers for same product

Save content to revisit later

67%

59%
Real transformation photos Detailed routine
and progress demonstrations help
Share skincare content with friends 52%
documentation consumers learn proper
demonstrate product application techniques and
20

effectiveness and build understand product

trust among Vietnamese layering for optimal
consumers seeking proven skincare results. Engagement & Community Participation
results.
Comment with questions on beauty posts 46%

Ingredient Education Product Comparisons Join beauty-focused groups or communities 38%

69% 64% Post own skincare routine content 31%

Educational content about Side-by-side product Message creators directly for advice 24%
active ingredients and their evaluations help budget-
benefits appeals to conscious consumers make
increasingly knowledgeable informed decisions and
Vietnamese consumers understand value
who research before propositions across
purchasing. different price points.
 Future Market Evolution
21
 Future Trends & Emerging Behaviors
Anticipating the Evolution of Vietnam's Skincare Market

Market Evolution Predictions Consumer Behavior Shifts

2025 – 2026 2025

Local Vietnamese brands will capture 25% market share Routine simplification continues as consumers prioritize
through natural ingredient positioning and competitive multi-functional products and time-efficient beauty
pricing strategies targeting value-conscious consumers. regimens over complex multi-step procedures.

2026 – 2027 2026

22

Male grooming segment will triple in size as social Professional consultation services will grow through virtual
acceptance increases and targeted products become dermatology platforms and AI-powered skin analysis tools
more readily available through specialized marketing offering personalized recommendations.
campaigns.

2027 – 2028 2027

E-commerce will represent 50% of skincare sales, driven by Circular beauty economy emerges with refillable
improved logistics, payment systems, and augmented packaging, product recycling programs, and ingredient
reality shopping experiences. transparency becoming standard consumer expectations.
 Strategic Market Implications

1 2
Brand Positioning Evolution Channel Strategy Transformation
Successful brands will need to balance innovation Omnichannel approaches become essential, with
with accessibility, offering advanced formulations at seamless integration between digital discovery,
competitive price points while maintaining virtual try-ons, social commerce, and physical
authentic connections with Vietnamese cultural retail experiences to meet evolving consumer
values and climate considerations. journey expectations.
23

3 4
Innovation Investment Priorities Market Entry Considerations
Research and development focus should prioritize New entrants must demonstrate clear value
climate-specific formulations, sustainable propositions through ingredient transparency,
packaging solutions, and digital integration clinical efficacy, and cultural relevance while
technologies that enhance personalized customer building trust through authentic influencer
experiences. partnerships and community engagement.
 About Us
24
 We Are
SMALL enough to care &
BIG enough to trust
25

We champion innovative research

Technical rigor and quality control, combined with research

passion, creativity and smarter thinking

We bring real local knowledge

To provide ‘up to the minute’ understanding of the evolving

competitive & consumer context
 Our Clients Trust Us
Because We Understand
• Asia.

• Efficient and effective research design.

• The need for practical and actionable solutions.

26

We Are your
THINKING
PARTNERS
 Local & Regional Clients
Across Industries
27

...and more
 (B2C) What we do

Survey: F2F/ Online Focus Group Home Usage Test Central Location Test
28

Along shopping Retail check/ audit Ethnography Mystery shopping

 (B2B) What we do

Survey: F2F/ Online In-depth Interview Competitor Analysis Market Analysis

Distri ution
oo li e
nal tical Models

Brand I age

Custo er
Custo er Vie :
ocused, istinct and ctionable.
i eti e Value

Mar eting

Custo er
29

erience Price

ROMI Analysis Ideation Workshop

 Mr. Pham Anh Tuan
Research Director, Country Manager || VIETNAM

Tuan is a seasoned senior marketing research with over 15 years of expertise, specializing in
B2B marketing research. His focus is on market exploration and penetration studies within
various sectors, both locally and regionally. With a unique blend of IT and market research
experience, Tuan leverages his technical skills to enhance data analysis and market insights,
offering a comprehensive understanding of market dynamics.
Renowned for his sharp analytical skills and consultative approach, Tuan has made
significant contributions to the understanding of consumer trends and market behaviors.
30

Tuan’s expert insights are occasionally featured in local newspapers such as Dan Tri , Tuoi
Tre Online aaaaaa , and on Vietnam primary TV channels , where he
shares his perspectives on evolving market landscapes.

[email protected]
 Ready to
EXPLORE Contact Vietnam

PHAM ANH TUAN

Research Director | Country Manager
[email protected]
31

https://insightasia.com

[email protected]

@insightasiaresearch