Vietnam's beauty market reached $2.29 billion last year, with daily skincare routines followed by 78% of women. Spending is accelerating online and among rural consumers, reshaping a landscape where global giants and local brands compete.
Key Takeaways
- L'Oréal holds 15% market share in Vietnam beauty industry 2023
- Women aged 18-35 represent 52% of beauty product consumers in Vietnam
- In 2023, Vietnam's beauty and personal care market reached a value of USD 2.29 billion, marking a 7.8% year-on-year growth
- Skincare products hold 42% of total beauty sales volume in Vietnam
- 65% of Vietnamese consumers seek clean beauty ingredients by 2025
Vietnam’s beauty industry is growing rapidly, driven by rising consumer demand and expanding market opportunities.
Related reading
01 · Category
Brand and Retail Landscape28 stats
01
L'Oréal holds 15% market share in Vietnam beauty industry 2023
02
Shiseido commands 12% of skincare segment share in Vietnam
03
The Face Shop leads K-beauty with 8% overall share Vietnam
04
Unilever's Pond's brand has 10% in facial care Vietnam market
05
Innisfree operates 150 stores in Vietnam as of 2023
06
Guardian pharmacy chain sells 20% of mass beauty products Vietnam
07
LG Household & Health Care's The History of Whoo premium share 5%
08
Local brand Thorakao holds 7% in natural products Vietnam
09
Watsons retail chain has 120 outlets beauty-focused Vietnam
10
Maybelline New York leads mass color cosmetics 9% share
11
Amway Vietnam beauty sales USD 100 million annually 2023
12
Lotte Mart beauty aisles contribute 15% of store revenue Vietnam
13
Estée Lauder group 6% premium fragrance share Vietnam
14
Cocoon Vietnam brand grew 25% in vegan segment
15
Shopee platform hosts 40% of online beauty sales Vietnam
16
P&G's Olay skincare 8% share in mass market Vietnam
17
Juno local brand leads affordable makeup 12% share
18
Sephora opened 10 stores in Vietnam by 2023
19
Colgate dominates oral care 45% share Vietnam beauty
20
Lazada e-tail 25% beauty GMV share Vietnam 2023
21
Yves Rocher natural brand 4% share growing fast Vietnam
22
Big C hypermarket beauty sales up 18% YoY Vietnam
23
Chanel No.5 top premium fragrance Vietnam sales
24
Missha K-beauty 7% color cosmetics share Vietnam
25
Aeon Mall beauty tenants generate USD 200M Vietnam
26
Clean beauty brand The Body Shop 3.5% share Vietnam
27
Tiki online 15% beauty market share Vietnam e-com
28
Sulwhasoo premium skincare top seller Vietnam malls
Interpretation
Brand and Retail Landscape Interpretation
Vietnam's beauty market is a fascinatingly fragmented empire, where a French titan like L'Oréal rules from a 15% throne, yet it's besieged by a Korean wave led by The Face Shop, fortified in local pharmacy chains like Guardian, challenged by online sovereigns like Shopee, and constantly reshaped by the march of premium palaces like Sephora and the quiet, potent rebellion of homegrown brands like Thorakao.
02 · Category
Consumer Demographics and Behavior24 stats
01
Women aged 18-35 represent 52% of beauty product consumers in Vietnam
02
78% of Vietnamese women use skincare products daily in 2023
03
Millennial consumers (25-40) account for 45% of beauty spending in Vietnam
04
62% of urban Vietnamese men purchased grooming products in 2023
05
Gen Z (under 25) drove 30% of makeup trial purchases via social media in Vietnam 2023
06
55% of Vietnamese consumers prefer natural/organic beauty products
07
Average frequency of beauty purchases is 4.2 times per month among Vietnamese women
08
40% of beauty buyers in Vietnam are influenced by KOLs/influencers
09
Rural consumers' beauty spending grew 22% YoY in 2023, representing 32% of total
10
67% of Vietnamese aged 35+ prioritize anti-aging products
11
Online beauty purchases by Vietnamese men rose 35% in 2023
12
73% of beauty consumers in Vietnam read reviews before buying
13
Vietnamese consumers spend average 25 minutes researching beauty products online
14
48% of Gen Z Vietnamese use beauty apps for personalization
15
Loyalty to beauty brands is 60% among Vietnamese over 40
16
29% of beauty spending comes from households with children under 18
17
Vietnamese beauty consumers aged 18-24 spend 15% more on makeup than average
18
81% of urban women in Vietnam use sunscreen daily
19
Impulse beauty buys account for 22% of purchases among Vietnamese shoppers
20
54% of Vietnamese prefer Korean beauty brands due to trendiness
21
Average basket size for beauty products in Vietnam supermarkets is USD 18
22
35% of beauty consumers in Vietnam are vegan/plant-based focused
23
Elderly (55+) beauty usage grew 12% with focus on health products
24
Social media drives 50% of beauty discovery for Vietnamese youth
Interpretation
Consumer Demographics and Behavior Interpretation
While Vietnam's beauty scene paints a picture of fastidious 18-35 year old women dutifully layering their daily sunscreen, the truth is a far more dynamic and democratic battleground where Gen Z impulse-buys contour palettes on TikTok, rural spending skyrockets, men discreetly upgrade their online carts, and literally everyone, from teenagers to grandparents, is now intently researching ingredients for twenty-five minutes before choosing a trendy Korean serum that promises to keep them forever young.
03 · Category
Market Size and Growth30 stats
01
In 2023, Vietnam's beauty and personal care market reached a value of USD 2.29 billion, marking a 7.8% year-on-year growth
02
The compound annual growth rate (CAGR) for Vietnam's cosmetics market from 2023 to 2028 is projected at 5.44%
03
Vietnam's beauty market is expected to hit USD 2.98 billion by 2028, driven by rising disposable incomes
04
Online sales accounted for 25% of Vietnam's beauty market revenue in 2023, up from 18% in 2020
05
The skincare segment dominated Vietnam's beauty market with 42% share in 2023, valued at USD 962 million
06
Vietnam beauty market grew by 12% in 2022 post-COVID recovery, reaching USD 2.1 billion
07
Per capita spending on beauty products in Vietnam rose to USD 23 in 2023 from USD 19 in 2022
08
Traditional trade channels held 55% of beauty sales in Vietnam in 2023
09
Vietnam's natural cosmetics sub-market expanded 15% YoY in 2023 to USD 350 million
10
Beauty market inflation in Vietnam averaged 6.5% in 2023 due to import costs
11
Urban areas contributed 68% of Vietnam's beauty market revenue in 2023
12
Vietnam beauty e-commerce grew 28% in 2023 to USD 572 million
13
Fragrances segment in Vietnam grew 9.2% YoY in 2023 to USD 230 million
14
Vietnam's beauty market penetration reached 85% of households in 2023
15
Export value of Vietnamese beauty products hit USD 150 million in 2023
16
Premium beauty segment in Vietnam surged 18% in 2023 to USD 450 million
17
Mass market beauty products held 72% volume share in Vietnam 2023
18
Beauty market CAGR in Hanoi was 8.1% from 2020-2023
19
Ho Chi Minh City beauty sales grew 14% YoY to USD 1.2 billion in 2023
20
Vietnam beauty imports totaled USD 1.8 billion in 2023, mainly from South Korea
21
Local production of beauty products in Vietnam increased 11% to 450 million units in 2023
22
Beauty retail outlets in Vietnam numbered 45,000 in 2023, up 10%
23
Digital beauty sales via TikTok Shop reached USD 100 million in Vietnam 2023
24
Vietnam beauty market share of ASEAN was 4.2% in 2023
25
Inflation-adjusted growth of Vietnam beauty market was 4.5% in 2023
26
65% of Vietnam's beauty market growth in 2023 came from tier 2 cities
27
Beauty product manufacturing FDI in Vietnam hit USD 500 million in 2023
28
Vietnam beauty market volume reached 1.2 billion units in 2023
29
ASP for beauty products in Vietnam averaged USD 12 in 2023
30
Beauty market recovery post-2022 was 110% of pre-COVID levels in Vietnam by 2023
Interpretation
Market Size and Growth Interpretation
With nearly every Vietnamese household now partaking, the nation's beauty market is not merely growing at a brisk 7.8%—it’s strategically blossoming online, going premium, and increasingly nourishing its own skin, all while charmingly proving that economic recovery looks fabulous.
More related reading
04 · Category
Segment Performance25 stats
01
Skincare products hold 42% of total beauty sales volume in Vietnam
02
Color cosmetics market in Vietnam valued at USD 380 million in 2023, growing 10%
03
Hair care segment revenue reached USD 520 million in Vietnam 2023
04
Fragrance sales in Vietnam grew to USD 230 million with 9% YoY increase
05
Men's grooming products market size USD 150 million in 2023 Vietnam
06
Nail care products saw 14% growth to USD 90 million in Vietnam 2023
07
Oral care within beauty/personal care hit USD 450 million in Vietnam
08
Sun care products revenue USD 120 million, 12% growth in Vietnam 2023
09
Deodorants segment valued at USD 80 million, up 8% YoY Vietnam
10
Premium skincare sub-segment USD 250 million in Vietnam 2023
11
BB creams dominated color cosmetics with 25% share in Vietnam
12
Shampoo volume sales 350 million units in Vietnam 2023
13
Lipstick sales grew 11% to USD 50 million in Vietnam beauty market
14
Body care products USD 300 million revenue Vietnam 2023
15
Facial masks single-use sales 200 million packs in Vietnam 2023
16
Perfume imports dominated 70% of fragrance market Vietnam
17
Natural hair colorants grew 20% to USD 40 million Vietnam
18
Eye makeup products USD 70 million in Vietnam 2023
19
Bath and shower segment USD 180 million Vietnam beauty 2023
20
Whitening creams hold 30% of skincare sales in Vietnam
21
Razor and blades within grooming USD 25 million Vietnam
22
Sheet masks accounted for 45% of mask category volume Vietnam
23
Foundation makeup sales up 13% YoY USD 60 million Vietnam
24
Conditioner products 180 million units sold Vietnam 2023
25
Eau de parfum 55% share of fragrances Vietnam market
Interpretation
Segment Performance Interpretation
While Vietnam's beauty market is painting a vibrant picture, with lipstick sales flourishing and nail care exploding by 14%, it’s clear the nation’s true skincare obsession is written all over its face—and its 42% market share—proving that for Vietnamese consumers, the goal is not just to look made-up, but to have fundamentally flawless canvas.
05 · Category
Trends and Regulations27 stats
01
65% of Vietnamese consumers seek clean beauty ingredients by 2025
02
K-beauty influence drives 40% of new product launches Vietnam 2023
03
Sustainability packaging adopted by 30% brands in Vietnam beauty
04
Personalization via AI apps used by 25% young consumers Vietnam
05
Vegan beauty products projected 20% CAGR to 2028 Vietnam
06
Vietnam gov't regulates 500+ beauty ingredients since 2022 law
07
AR try-on tools boosted conversion 35% e-com beauty Vietnam
08
Wellness-integrated beauty (nutricosmetics) up 22% sales 2023
09
Halal-certified beauty products demand rose 18% Vietnam Muslims
10
Blue light protection skincare launched by 15 brands Vietnam 2023
11
E-commerce live streaming sales 30% of online beauty Vietnam
12
Gender-neutral products 10% market growth Vietnam 2023
13
Vietnam beauty export standards aligned EU regs 2023
14
Microbiome skincare trend 25% trial rate young Vietnamese
15
Zero-waste beauty packaging pilots in 20% local factories Vietnam
16
Inclusivity shades expanded to 50+ tones by top brands Vietnam
17
Post-COVID hygiene focus 40% hand care sales boost Vietnam
18
CBD-infused beauty products regulated banned Vietnam 2023
19
Social commerce via Zalo OA 15% beauty sales Vietnam
20
Upcycled ingredients in 10% new launches Vietnam beauty 2023
21
Beauty sleep aids (patches) sales up 28% Vietnam
22
Vietnam FDA inspections up 50% on imported cosmetics 2023
23
Metaverse beauty events attended 1M Vietnamese virtually 2023
24
Probiotic skincare 18% growth projected 2024 Vietnam
25
Eco-friendly claims verified by 70% consumers Vietnam survey
26
Men's makeup trials up 40% via influencers Vietnam
27
Blockchain traceability in luxury beauty 5% adoption Vietnam
Interpretation
Trends and Regulations Interpretation
Vietnamese beauty is undergoing a sophisticated, multi-faceted transformation, driven by a savvy consumer who demands clean, personalized, and sustainable products while riding the waves of K-beauty, embracing wellness, and navigating everything from AI and AR to stringent new regulations.
Reference
Cite This Report
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APA
David Kowalski. (2026, February 13). Vietnam Beauty Industry Statistics. Gitnux. https://gitnux.org/vietnam-beauty-industry-statistics
MLA
David Kowalski. "Vietnam Beauty Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/vietnam-beauty-industry-statistics.
Chicago
David Kowalski. 2026. "Vietnam Beauty Industry Statistics." Gitnux. https://gitnux.org/vietnam-beauty-industry-statistics.
Sources & references
76 datasets cited across this report · attribution is report-level