{"id":22710,"date":"2025-10-14T14:51:01","date_gmt":"2025-10-14T07:51:01","guid":{"rendered":"https:\/\/b-company.jp\/?p=22710"},"modified":"2025-10-14T15:39:38","modified_gmt":"2025-10-14T08:39:38","slug":"vietnam-beauty-market-2025-key-updates-investment-activities-and-trends","status":"publish","type":"post","link":"https:\/\/b-company.jp\/zh\/vietnam-beauty-market-2025-key-updates-investment-activities-and-trends\/","title":{"rendered":"2025\u5e74\u8d8a\u5357\u7f8e\u5bb9\u5e02\u573a\uff1a\u5173\u952e\u66f4\u65b0\u3001\u6295\u8d44\u6d3b\u52a8\u548c\u8d8b\u52bf"},"content":{"rendered":"
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B&Company is the first Japanese company specializing in market research and investment consulting in Vietnam since 2008.<\/em><\/p>\n

In this section “Vietnam Briefing”, young researchers of B&Company will provide timely information of Vietnam’s industrial trends, consumer trends, and social movements.<\/em><\/p>\n

This article is written in English and automatic translation is used for other language versions. Please refer to the English version for accurate content. Although we strive to ensure the accuracy of the original information, please check separately for each information. Interpretations and future prospects are the personal opinions of each researcher. <\/em><\/p>\n<\/div>\n\t

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Vietnam\u2019s beauty industry is going through an important stage in 2025, led by a young and fashion-conscious population and the fast growth of online shopping. Spending on skincare, makeup, and wellness services keeps increasing as both local and foreign brands compete for customers. The market is changing quickly with new trends like clean beauty, the rise of e-commerce, and more openness to foreign investment. For global brands and investors, Vietnam is one of Southeast Asia\u2019s most exciting markets \u2014 where beauty, technology, and culture come together.<\/p>\n

Vietnam\u2019s Beauty Market Landscape in 2025<\/strong><\/p>\n

Vietnam\u2019s beauty and personal care market is still growing strongly in 2025, driven by higher incomes, fast urban growth, and consumers who care more about their appearance. The market is expected to reach about USD 2.74 billion this year and keep growing at around 3.3% per year until 2029[1]<\/a>. Among all categories, personal-care products like toiletries and hair care occupy the biggest part\u2014about USD 1.2 billion\u2014while skincare and cosmetics are growing the fastest as young Vietnamese people focus more on skin health and looking good.<\/p>\n

Revenue\u00a0of the beauty and personal care market in Vietnam from 2018 to <\/strong><\/p>\n

Unit: Bil USD<\/p>\n

\"\"Source: Statista Market Insights<\/p>\n

Vietnam\u2019s beauty market is influenced by demographic and economic factors, particularly its relatively young population and steadily rising income levels that encourage regular spending on self-care and personal grooming. The country\u2019s median age is about 33.4 years [2]<\/a>, meaning a large share of consumers are in their 20s and early 30s\u2014the most active group in terms of beauty spending. According to Statista (2023), more than 60% of Vietnamese people use skincare products daily, with facial cleansers (49%), perfumes (41%), sunscreens (31%), and moisturizers (25%) being the most common. This young generation views beauty and grooming as part of their lifestyle and self-confidence rather than luxury consumption. At the same time, Vietnam\u2019s GDP per capita exceeded USD 4,700 in 2024 [3]<\/a>, nearly doubling compared with ten years ago. Higher income and growing awareness of health and wellness after the pandemic have led consumers to seek products that combine both beauty and care functions\u2014such as acne treatment, anti-aging, and sun protection. As a result, beauty spending has shifted from occasional to routine, forming a solid base for continued market growth in the years ahead.<\/p>\n

As the market expands and consumers become more sophisticated, international players have taken the lead in shaping product standards and brand perception in Vietnam\u2019s beauty industry. One clear feature of Vietnam\u2019s beauty market is that foreign brands dominate. Imported products make up over 90% of cosmetics sales. Korean brands lead with about 30% of the market, followed by European (23%), Japanese (17%), Thai (13%), and U.S. brands (10%)[4]<\/a>. Vietnamese brands mostly target the low-price segment and are still working to build trust and reputation. This dominance comes from the belief that foreign products offer better quality, more variety, and stronger brand image. Major companies like L\u2019Or\u00e9al, Beiersdorf (Nivea), AmorePacific (Sulwhasoo, Laneige), LG Household & Health Care (The Face Shop, Ohui), and Japanese brands such as Shiseido, Kao, and Rohto have built local branches or strong partnerships in Vietnam.<\/p>\n

Market Share of Foreign Cosmetic Brands in Vietnam<\/strong> 2024<\/strong><\/p>\n

\"\"Source: International Trade Administration<\/p>\n

Investment activity in 2024\u20132025 remains stable, with no major new foreign brand entries reported across skincare, cosmetics, or personal care. Most international companies already present in Vietnam\u2014such as L\u2019Or\u00e9al, Unilever, Shiseido, and AmorePacific\u2014continue to expand their operations through digital marketing, localized production, and retail partnerships rather than launching new entities. While there have been no recent major investment deals, the sector continues to attract steady interest from both foreign and local investors, reflecting confidence in Vietnam\u2019s long-term beauty market potential.<\/p>\n

Market Trends<\/strong><\/p>\n

Recent trends in Vietnam\u2019s beauty market show changing consumer values and new ways of shopping:<\/p>\n