该市场潜力较大、增长迅速，且本土品牌占有率较低
越南化妆品市场排名第6^th in the ASEAN region in terms of revenue according to Statista data. This year its revenue is estimated to amount to 341 mils. USD in the skincare segment and 102 mils. USD in the make-up segment. In the next 5 years, 2019-2023, these 2 segments are expected to grow annually by 2.9% and 6.1% respectively; predicting 彩妆细分市场 将成为 该地区增长最快的品类。.

来源：Statista，2019年

该市场的主要驱动因素是快速的经济增长以及中产阶级的兴起（其购买力平价水平至少为每天15美元）。据世界银行预测，到2026年，该阶层规模将翻倍，达到约3120万人，这意味着市场增长有望持续。.

On the brand map there exist a few numbers of Vietnamese maker brands. The most popular ones namely Saigon Cosmetic, Thorakao, and Lan Hao are often recognized to serve for low-end segment. In the meantime, there are more and more cosmetics products being imported into Vietnam. Republic of Korea (22%), Japan (13%), France (12%), Thailand (12%), USA (12%) are the top 5 main importers. In particular, in Vietnam due to their good quality and affordable price. In Vietnamese perception, Korean products are very trendy and strong in make-up while Japanese ones are famous for skin-care.

LG VINA Cosmetics可以被视为越南最引人注目的韩国制造商之一，产品涵盖护肤和彩妆等多个领域。它拥有众多品牌，如OHUI、Lacvert Essance……此外，越南市场还分布着多个多样化的韩国品牌，许多越南消费者都很熟悉，尤其是在年轻人当中。典型例子有Innisfree、Nature Republic、Missha、Laneige、The Face Shop……

至于日本品牌，目前仅有Rohto-Mentholatum、Kao和Shiseido这3家制造商在越南设有工厂。一些在越南颇受欢迎但并非在当地生产的日本品牌包括Menard、SK-II（P&G）（高端细分市场）、DHC、Kose、Shu Uemura（中端细分市场）。.

HS编码3304：彩妆和护肤产品

来源：UN Comtrade，2019年；B&Company整理

越南人的化妆预算较为有限，如今更偏好天然产品
2019年，B&Company对越南女性的化妆品使用情况进行了调查。结果显示 洁面产品是护肤 的必备品，而 口红是彩妆 purpose. Indeed, both are used by over 90% of surveyed women. Meanwhile, each of other make-up or skincare products is mainly used by only around two-thirds of women. It can be inferred that cosmetics pocket of Vietnamese are quite simple; even many people do not possess full set of products for a basic make-up and skincare regimen.
The top 3 mostly used products are, cleanser (94%), sunscreen (70%), mask (68%), cleansing (68%) for skincare; lipstick (98%), foundation (88%) and eyebrow (71%) for make-up purpose.

越南女性最常使用的化妆品（%）

来源：B&Company在线调查，2019年