Most used beauty brands of female consumers in Vietnam 2020

According to a survey conducted in January 2020 about the most used beauty brands among female consumers in Vietnam, 55 percent of the respondents stated that they used products from Nivea, followed by 51 percent of the respondents who claimed that they used Pond's products and 37 percent of the respondents who declared that they used The Face Shop products.

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.

Most popular beauty brands used among female consumers in Vietnam as of January 2020

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Release date

January 2020



Survey time period

January 2020

Number of respondents

458 respondents

Age group

16 years and older

Special properties

among female consumers nationwide

Method of interview

Online survey

Supplementary notes

Original question: Please choose the beauty brands that you have used.

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Statistics on "Cosmetics market in Vietnam"

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