Vietnam's Booming Beauty Industry
The beauty industry in Vietnam is one of the fastest-growing consumer sectors in Southeast Asia. Vietnamese consumers, especially Gen Z and millennials, are highly engaged with skincare routines, makeup trends, and clean beauty movements. As demand grows, both homegrown brands and global cosmetics giants are competing for attention with high-quality, climate-appropriate products tailored for Vietnamese skin.
1. Cocoon
Cocoon is a leading Vietnamese clean beauty brand built around 100% vegan and locally sourced ingredients. Known for products featuring Vietnamese coffee, turmeric, mung bean, and watermelon, Cocoon has earned strong recognition for its commitment to sustainability and cruelty-free formulations.
2. M.O.I Cosmetics
M.O.I Cosmetics is a popular Vietnamese makeup brand co-founded by celebrities, focused on lipsticks, foundations, and color cosmetics designed for Vietnamese skin tones. The brand is praised for its long-wearing formulas, fashionable packaging, and locally relevant shade ranges.
3. Thorakao
Thorakao is a heritage Vietnamese cosmetics brand with decades of trust among consumers. It is known for affordable skincare products featuring traditional ingredients such as gac fruit, pearl powder, and herbal extracts, appealing to customers who value time-tested formulations.
4. Saigon Cosmetics
Saigon Cosmetics offers a range of skincare and personal care products with a focus on practicality and accessibility. The brand maintains a loyal customer base by providing dependable everyday products at reasonable prices.
5. Innisfree
Innisfree, the South Korean natural beauty brand, has a strong presence in Vietnam. Loved for its skincare lines featuring green tea, volcanic clay, and other Jeju-inspired ingredients, Innisfree resonates with Vietnamese consumers seeking gentle, plant-based formulas.
6. The Face Shop
The Face Shop is another major K-beauty player in Vietnam. With wide-ranging skincare, makeup, and body care products, it remains a popular destination for affordable yet effective beauty essentials, especially in shopping malls and beauty retail chains.
7. L'Oréal Paris
L'Oréal Paris is one of the most trusted international cosmetics brands in Vietnam, offering skincare, haircare, and makeup. Its strong distribution, high-profile campaigns, and broad product portfolio make it a staple choice across all age groups.
8. Maybelline New York
Maybelline is widely regarded as the go-to drugstore makeup brand in Vietnam. Its mascaras, lipsticks, foundations, and eyeliners are favored for their quality and accessible pricing, particularly among younger Vietnamese consumers who follow global beauty trends.
9. Laneige
Laneige is a premium K-beauty brand recognized for its hydration-focused skincare and innovative makeup. In Vietnam's hot, humid climate, Laneige's water-based moisturizers, sleeping masks, and lip products have become particular favorites.
10. Naunau
Naunau is a rising Vietnamese skincare brand with a focus on simple, transparent formulations. Its products often emphasize hydration, gentle cleansing, and barrier care, appealing to consumers who prefer minimalist routines and reliable ingredients.
Beauty Trends in Vietnam
Vietnamese beauty consumers are increasingly drawn to clean, sustainable, and locally produced products. Skincare-first routines, multifunctional makeup, sun protection, and barrier-repair products are in high demand. Social media platforms heavily influence purchasing decisions, with beauty creators driving trends, reviews, and tutorials.
Choosing the Right Cosmetics Brand
For natural and clean beauty, Cocoon and Naunau are leading local choices. Heritage skincare lovers may prefer Thorakao and Saigon Cosmetics. Fans of K-beauty can explore Innisfree, The Face Shop, and Laneige, while global drugstore icons L'Oréal Paris and Maybelline remain reliable everyday picks. For makeup tailored to Vietnamese consumers, M.O.I Cosmetics offers strong local relevance. With this rich mix of brands, Vietnam's beauty market offers something for every skin type, budget, and beauty goal.