Most used beauty brands of female consumers in Vietnam 2020
Foreign vs. domestic brands
The cosmetics market in Vietnam is highly dominated by foreign brands. In a survey on the ownership of foreign skin care products, 56 percent of respondents stated that they owned Korean beauty products, followed by 31 percent of respondents that claimed that they owned Japanese skin care products. Moreover, when asking consumers on the competitiveness of Vietnamese products in comparison to the rest of the world, beauty products ranked last.
K-beauty brands
In a survey on K-beauty usage among Vietnamese, respondents indicated that Korean beauty products were more suited to their skin and the products were more effective which led to better results. Multi-step skin care routines that originate from Korea have especially gained popularity. In 2018, Korea exported beauty, make-up and skin care products valued at 146 million U.S. dollars to Vietnam.