K-beauty is winning over the Vietnamese cosmetics marketSouth Korean beauty brands have established themselves as the leading players within the cosmetic markets across Asia, and Vietnam is no exception. Indeed, the popularity of K-beauty products is among the highest in Vietnam compared to other countries globally. The East Asian nation has also been Vietnam’s largest import partner for cosmetics, with the import value of South Korean cosmetics reaching almost 330 million U.S. dollars in 2022. Apart from South Korean brands, Vietnamese consumers also enjoy using products of other origins, such as Japanese and European brands. Despite the fierce competition and the high consumer preference for international brands, local businesses have been gradually asserting their position. Brands such as Cocoon, M.O.I Cosmetics, Lemonade, and more have also been, step by step, gaining popularity among consumers by offering affordable yet high-quality products.
Furthermore, social media has played a crucial role in shaping beauty trends in Vietnam. For instance, Korean pop culture has had a significant impact on the younger generation’s fashion style in Vietnam, including the way they wear makeup. A survey conducted in July 2022 revealed that around 27 percent of Vietnamese women wore makeup every day. In addition, Vietnamese females also put a lot of effort into taking care of their skin; therefore, a skincare routine with multiple steps and products is rather common. Face care products, as well as sunscreen, were among the most used skincare products based on revenue among female consumers in the country.