近年来，越南消费者对天然化妆品的偏好发生了显著转变。这些用于面部、眼部和指甲的美容产品完全或部分由天然成分制成，含有少量或极少量的合成化学物质。这一趋势与全球追求清洁美容和可持续生活的趋势一致。尽管仍处于起步阶段，但越南天然化妆品市场一直在快速增长，这得益于人们对合成成分潜在有害影响的认识不断提高，以及对环保产品的需求日益增长。

化妆品 市场概况和自然 化妆品 趋势

Vietnam’s cosmetics market is experiencing a surge in demand for natural products (CAGR 2018-2023 at 4.8%) and reached about 58 Mil USD in 2023. This market accounted for 10.9% of the revenue of the total cosmetic market and is growing significantly. This growth is particularly notable in urban areas, where consumers are more exposed to international trends and have higher disposable incomes. In which, key trends in the natural cosmetics market include rising demand for organic cosmetics products. To illustrate, an increasing popularity of herbal and traditional ingredients, with products incorporating local ingredients such as green tea, aloe vera, and rice bran gaining traction. In addition, growing interest in multi-functional organic products is another trend, as time-pressed consumers gravitate towards products that offer multiple benefits in one application. For instance, an organic facial moisturizer that also provides sun protection and anti-ageing properties would appeal to consumers looking for convenient, all-in-one solutions.

Revenue of natural cosmetics market in Vietnam from 2018-2028

来源： 统计局

化妆品（尤其是天然化妆品）的分销渠道发生了明显变化。除了传统的商店、超市和化妆品连锁店外，消费者还可以通过电子商务平台（如Shopee、Lazada和Tiki）和社交商务平台（如Tiktok和Facebook）等在线渠道购买产品。这为消费者提供了便利，也为企业开辟了新的机会。

The growing popularity of natural cosmetics in Vietnam can be attributed to several key factors. Firstly, there’s an increasing awareness of the potential harmful effects of synthetic ingredients commonly found in conventional cosmetics. Vietnamese consumers, particularly in urban areas, are becoming more educated about the ingredients in their personal care products and are seeking safer alternatives. Secondly, there’s a rising concern for environmental sustainability. Natural cosmetics, often associated with eco-friendly production methods and packaging, appeal to environmentally conscious consumers. Thirdly, there’s a growing perception that natural and organic ingredients are more effective and gentler on the skin, particularly among those with sensitive skin or those looking to address specific skin concerns.

玩家 市场

The Vietnamese natural cosmetics market is characterized by a mix of local and international players. Local brands have been quick to capitalize on the trend, leveraging their understanding of Vietnamese consumers and traditional ingredients. There are quite a few Vegan Cosmetics brands that are popular among users, creating excitement for the domestic cosmetics market. For instance, the soap bars from Herb n’ Spice or BareSoul adhere to 4 factors: handmade products, not tested on animals, no grey wastewater, and no use of palm oil. The NauNau brand also follows this process with product lines ranging from skincare, and makeup, to bathroom products, perfumes, essential oils, and fragrances…

越南天然化妆品品牌示例（Cỏ 母親)

来源： 亚洲企业

国际品牌，尤其是来自韩国、日本和欧洲的品牌，也已大举进军越南市场。这些品牌往往受益于人们对更高品质和更严格的有机认证标准的认知。尤其是日本品牌，凭借其高品质和创新配方，在越南有机化妆品市场取得了成功。在越南，一些受欢迎的日本有机化妆品品牌包括 F Organics、Ruhaku 和 THREE。这些品牌通过各种渠道建立了业务，包括独立商店、百货商店柜台和电子商务平台。

Ruhaku 和 THREE 的产品示例

来源： 密潘加

未来展望

展望未来，越南有机化妆品市场前景看好，预计 2024 年至 2028 年的复合年增长率约为 4%[1]. Increasing consumer awareness about the benefits of organic cosmetics and the potential risks of synthetic ingredients is likely to drive continued demand growth. In addition, rising disposable incomes, fueled by Vietnam’s economic growth, are expected to drive increased spending on premium beauty products, including organic cosmetics. Accordingly, the middle class and young consumers, particularly Generation Z, are poised to become the primary target customers for organic cosmetics, given their higher purchasing power and increased awareness of health and environmental issues.

However, the market also faces some challenges. Firstly, price sensitivity remains an issue, as organic cosmetics are often more expensive than conventional alternatives. Secondly, competition from conventional cosmetics brands with strong marketing budgets may also pose a challenge to natural cosmetics companies. Thirdly, the perception of the effectiveness of vegan and organic cosmetics is also a problem for the natural cosmetic market. The emerging trend of vegan skincare products in Vietnam has raised concerns among consumers about their effectiveness. Many people feel that these products are too “mild” and may not provide quick results for specific skin conditions compared to conventional cosmetics.[2]

商业洞察

为了抓住这些机会，有机化妆品行业的企业应将研发工作重点放在几个关键领域。企业应优先开发专门针对中产阶级和 Z 世代消费者的产品，并采用可持续的包装解决方案来吸引有环保意识的消费者。探索越南本地原料的潜力可以带来独特的产品，而投资于技术整合，如智能美容设备或个性化工具，可以吸引精通技术的年轻消费者。此外，企业应提供样品和试用，以打消消费者对产品有效性的最初疑虑。

Moreover, collaborating with local institutions for market research and creating educational content about organic cosmetics can further enhance a company’s competitive edge. By aligning R&D initiatives with these trends, businesses can position themselves to capitalize on the growing organic cosmetics market in Vietnam, meeting consumer demands for health-conscious, sustainable, and effective beauty products.

[1] Statista： https://www.statista.com/outlook/cmo/beauty-personal-care/cosmetics/vietnam#revenue

[2] https://vneconomy.vn/xu-huong-my-pham-thuan-chay-lam-thay-doi-thi-truong-lam-dep.htm

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