Vietnam Personal Care Market Analysis by Product Type (Skin Care, Hair Care, Color Cosmetics, Fragrances, Others), Packaging Material, Sales Channel, and Consumer Group: Country Trends, Brand Tracking (Top of Mind, Aided & Unaided Recall) and Forecast Till 2030

Market Overview

Vietnam personal care market was valued at USD 2,450 million in 2023 and is estimated to reach a value of USD 3,301 million by 2030 with a CAGR of 4.6% during the forecast period 2025-2030. A notable trend in Vietnam's personal care market is the swift emergence of natural, locally-inspired, and eco-friendly products. This shift is largely driven by Gen Z and millennial consumers who prioritize sustainability and ingredient transparency. Although international corporations like Unilever, L’Oréal, and Procter & Gamble dominate both the mass and premium segments, local brands such as Cocoon, Thorakao, and M.O.I are establishing a foothold by utilizing traditional Vietnamese herbal practices, organic ingredients, and cruelty-free formulations.

This phenomenon is further boosted by social commerce platforms and influencer marketing, enabling smaller brands to connect directly with urban consumers. Moreover, the expanding male grooming market encompassing skincare, haircare, and deodorants is transforming personal care standards in an area previously dominated by female consumers. Additionally, there is a growing consumer interest in products that merge wellness and beauty, exemplified by functional skincare containing herbal extracts. Overall, the market is evolving into a hybrid ecosystem where global brands engage in competition with culturally relevant local products across both online and offline channels.

Brand Tracking Analysis

Unilever maintains a dominant position in Top-of-Mind Recall due to its long-established presence and extensive reach in the market. L’Oréal and Colgate-Palmolive achieve strong aided recall, which is enhanced by effective marketing and their dominance in their respective categories. Local brands currently have low Top-of-Mind Recall but are rapidly improving in aided recall, benefiting from e-commerce growth and a natural positioning strategy. Meanwhile, Shiseido and LG Vina excel in premium niches, although they do not have widespread awareness in the mass market.

The Vietnam Personal Care Market Brand Recall Estimates were derived from a structured consumer survey aimed at capturing both awareness and perception of leading personal care brands. The survey focused on a representative sample of 1,200 respondents from major urban centers, including Hanoi, Ho Chi Minh City, and Da Nang, encompassing both genders and various age groups (18–55 years). A multi-stage methodology was utilized: initially, respondents participated in unaided recall questions, naming personal care brands that came to mind.

This was followed by aided recall questions, which presented a list of major brands to assess recognition. Finally, top-of-mind recall was evaluated by asking respondents to specify the first brand they associate with personal care within each category. Data collection methods included face-to-face interviews, online questionnaires, and mobile surveys to ensure comprehensive coverage. The responses were adjusted to reflect the urban-rural population distribution and gender ratios, and statistical methods were employed to estimate recall percentages and analyze brand dominance trends within the Vietnamese market.

Market Dynamics

Consumers increasingly favor eco-friendly, organic, and locally-sourced ingredients.

A key driver shaping the Vietnam personal care market is the increasing consumer preference for eco-friendly, organic, and locally sourced ingredients, reflecting a broader global trend toward sustainability and wellness. Vietnamese consumers, particularly those in the millennial and Gen Z demographics, are becoming more aware of the environmental and health impacts of their product choices. This has led to a significant rise in demand for personal care items crafted from natural ingredients, free from harmful chemicals, and packaged sustainably. Industry reports indicate that the natural and organic segment accounted for approximately 9–10% of the overall personal care market in 2023, generating around $245 million in revenue and boasting a compound annual growth rate (CAGR) of 7.1% over the past five years.

Urban centers such as Ho Chi Minh City, Hanoi, and Da Nang serve as primary growth hubs, driven by higher disposable incomes, exposure to international beauty trends, and convenient access to e-commerce platforms. Local brands are effectively leveraging this trend by incorporating indigenous ingredients such as turmeric, green tea, and coconut, which culturally resonate while promoting wellness and safety. Simultaneously, global brands like L’Oréal and Unilever are increasingly launching natural or eco-conscious product lines to tap into this segment.

Social media influencers and online marketplaces are crucial in influencing consumer perceptions, educating them about sustainable ingredients, and providing easy access to products. This shift in consumer behavior reflects a willingness to pay a premium for products that align with ethical, health, and environmental values, making eco-friendly and locally sourced personal care offerings a strategic growth driver in Vietnam’s beauty industry.

High Dependence on Imports

The Vietnam personal care market faces a significant constraint due to its high dependence on imported products, particularly within the premium and specialized segments. Many of the leading brands, including L’Oréal, Shiseido, and Estée Lauder, are imported, resulting in higher retail prices compared to locally produced alternatives. This reliance on imports makes the market vulnerable to international supply chain disruptions, currency fluctuations, and import regulations, all of which can adversely affect product availability and profitability.

The import-heavy structure of the market also presents challenges for new entrants. Navigating customs duties, labeling standards, and regulatory compliance can be complex and time-consuming. Industry insights reveal that over 60% of high-end personal care products in Vietnam are imported, underscoring the market’s dependence on foreign suppliers for both raw materials and finished goods.

Urban consumers in major cities like Ho Chi Minh City and Hanoi, who drive demand for premium skincare, fragrances, and cosmetics, are particularly susceptible to price volatility stemming from import costs. Meanwhile, local manufacturers encounter intense competition from these imported products, compelling them to differentiate their offerings through the use of heritage ingredients, herbal formulations, or more cost-effective strategies.

Additionally, this reliance on imports can hinder innovation cycles, as local brands often lack access to the advanced research and development capabilities of global corporations. While the rise of e-commerce platforms has facilitated access to international products, it has also led to increased market saturation and price sensitivity, exerting pressure on both foreign and domestic brands. In summary, while imports enhance the diversity and quality of options available in the Vietnamese market, the heavy reliance on them constitutes a structural constraint that affects pricing, consumer behavior, and the long-term growth of the industry.

Segmental Analysis

Based on product type, Vietnam personal care market is segmented into Skin Care, Hair Care, Color Cosmetics, Fragrances, Others.

Vietnam's skincare market is experiencing a dynamic transformation characterized by a focus on clean beauty, ingredient transparency, and multifunctional innovations tailored to meet local consumer needs. A notable trend is the reimagining of traditional, locally-sourced ingredients such as rice water, turmeric, centella asiatica, green tea, lotus, and coffee into modern, clean formulations that resonate culturally while providing functional benefits. The organic skincare segment is on the rise, with projections indicating continued strong growth as consumers increasingly favor natural and ethical products.

The country's tropical climate and high levels of pollution are driving demand for hybrid skincare-sunscreen products lightweight, breathable, hydrating sunscreens enriched with active ingredients like niacinamide, hyaluronic acid, and brightening agents. These "dual-function" products act as moisturizers, primers, and UV shields, specifically designed for hot, humid conditions and urban lifestyles.

Simultaneously, Gen Z consumers are influencing the skincare discovery and selection process, placing a premium on transparency, personalized formulations, and sustainability. Brands that provide refillable packaging, eco-conscious claims such as cruelty-free or vegan certifications, and clear ingredient labeling are gaining an edge over competitors. Digital platforms play a crucial role in this market, with AI-driven skincare diagnostics, TikTok tutorials, and livestream shopping significantly shaping purchasing behavior and enhancing brand visibility.

In addition, concerns about pigmentation, acne, hyperpigmentation, and premature aging are driving the demand for targeted solutions featuring active ingredients like tranexamic acid, peptides, and botanical extracts. Consumers are transitioning from basic skincare routines to more advanced regimens that prioritize both prevention and treatment.

Collectively, these factors, along with a rapidly expanding e-commerce ecosystem and heightened digital fluency among young consumers, position Vietnam as one of the most dynamic skincare markets in Southeast Asia. The industry is evolving into a space where cultural authenticity, climate-smart formulations, and digital-age personalization intersect, making skincare one of the most innovative and fast-growing segments of Vietnam's personal care market.

Competitive Analysis

Major companies operating within the Vietnam personal care market are: Unilever, Shiseido, LoReal, P&G, Wipro Unza, Beiersdorf AG, LG VINA Cosmetics Co., Ltd., Colgate Palmolive, Others.

Unilever's strategy in the Vietnamese personal care market is focused on localization, innovation, and sustainability, allowing the company to maintain its status as a market leader across various categories, including skincare, hair care, and oral hygiene. Leveraging a wide portfolio of trusted brands such as Dove, Pond’s, Sunsilk, Lifebuoy, CloseUp, and Clear, Unilever addresses a range of consumer needs, from mass-market affordability to premium skincare offerings.

A significant aspect of this strategy is the emphasis on local relevance, with marketing campaigns that highlight Vietnamese cultural values, family health, and beauty ideals. The company also prioritizes digital engagement and e-commerce channels, collaborating with platforms like Shopee, Lazada, and Tiki to connect with tech-savvy Gen Z and millennial consumers.

Sustainability serves as a key pillar of Unilever’s approach, with initiatives aimed at promoting eco-friendly packaging, water-saving formulas, and the use of locally sourced ingredients, aligning with the growing demand for natural and ethical products in Vietnam. Additionally, Unilever focuses on inclusive growth by supporting community hygiene education programs through its Lifebuoy campaigns and fostering wellness awareness.

By integrating affordable innovation, a commitment to sustainability, and a robust digital-first marketing strategy, Unilever secures its dominance in both urban and rural markets while building long-term consumer trust. This comprehensive approach not only reinforces its competitive advantage but also enhances its adaptability to the rapidly changing trends in Vietnam's personal care sector.