Vietnam Facial Care and Products Market Overview, 2029

Vietnam's facial care and products industry is undergoing a dynamic transformation, fueled by evolving consumer preferences, increasing disposable incomes, and a growing emphasis on skincare. As the market matures, both local and international brands are navigating a landscape marked by rapid innovation and shifting consumer expectations. The facial care and products industry in Vietnam has seen significant growth in recent years, driven by a burgeoning interest in skincare and personal grooming. The sector encompasses a wide range of products designed to address various skin concerns, including cleansers, toners, moisturizers, serums, masks, and exfoliants. With increasing awareness about skin health and beauty, Vietnamese consumers are investing more in facial care routines, leading to a diverse and competitive market landscape. Vietnam's facial care market is expanding rapidly, reflecting a broader trend of rising consumer spending on personal care products. The growth is fueled by the increasing availability of both domestic and international brands, the influence of global beauty trends, and a greater focus on skin health. This expansion is evidenced by the proliferation of new product launches, the diversification of product offerings, and the rise of specialized skincare solutions. Anti-aging products are in high demand as consumers seek to address signs of aging and maintain youthful skin. The market is seeing a surge in products featuring advanced ingredients such as retinol, peptides, and hyaluronic acid. Additionally, there is a growing focus on overall skin health, including products that offer sun protection, hydration, and repair.

According to the research report "Vietnam Facial Care and Products Market Overview, 2029," published by Bonafide Research, the Vietnam Facial Care and Products market is anticipated to grow at more than 7.52% CAGR from 2024 to 2029. Increased awareness and education about skincare have led to a greater emphasis on maintaining healthy, youthful skin, with consumers becoming more informed about the benefits of various products and routines. This educational shift, coupled with the influence of global beauty trends such as K-beauty and Western skincare practices, has driven demand for both innovative and effective facial care solutions. Rising disposable incomes are also playing a crucial role, as the expanding middle class in Vietnam now has the financial means to invest in premium and luxury skincare products. Additionally, the growing focus on personal care and self-wellness has encouraged more individuals to adopt comprehensive skincare routines. The market's expansion is further supported by the increased availability and diversity of facial care products, catering to a wide range of skin types and concerns. The rise of e-commerce has revolutionized shopping habits, providing consumers with convenient access to a vast selection of products and enabling them to explore and compare options more easily. Moreover, the emphasis on anti-aging solutions, as well as a shift towards natural and sustainable products, reflects changing consumer preferences for high-quality, environmentally friendly skincare. Professional and luxury skincare services are also contributing to market growth, offering specialized treatments that complement at-home routines.

The facial care market in Vietnam is experiencing significant growth due to a confluence of factors that are reshaping consumer behavior and expanding the industry. Increased awareness and education about skincare have led to a greater emphasis on maintaining healthy, youthful skin, with consumers becoming more informed about the benefits of various products and routines. This educational shift, coupled with the influence of global beauty trends such as K-beauty and Western skincare practices, has driven demand for both innovative and effective facial care solutions. Rising disposable incomes are also playing a crucial role, as the expanding middle class in Vietnam now has the financial means to invest in premium and luxury skincare products. Additionally, the growing focus on personal care and self-wellness has encouraged more individuals to adopt comprehensive skincare routines. The market's expansion is further supported by the increased availability and diversity of facial care products, catering to a wide range of skin types and concerns. The rise of e-commerce has revolutionized shopping habits, providing consumers with convenient access to a vast selection of products and enabling them to explore and compare options more easily. Moreover, the emphasis on anti-aging solutions, as well as a shift towards natural and sustainable products, reflects changing consumer preferences for high-quality, environmentally friendly skincare. Professional and luxury skincare services are also contributing to market growth, offering specialized treatments that complement at-home routines.

The facial care and products industry in Vietnam is a vibrant and expanding sector, driven by an increasing focus on skincare and beauty among consumers. Facial wash products are fundamental to the market, with consumers seeking a range of options to cleanse their skin effectively and address various concerns such as acne, oiliness, and sensitivity. The demand for facial washes has grown alongside the rising awareness of the importance of a proper skincare routine, leading to a proliferation of formulations including gel-based, foam, and micellar cleansers. Foundation products represent a significant segment of the facial care industry, as they provide essential coverage and a base for further makeup application. The variety of foundations available, from liquid and powder to stick forms, caters to diverse skin types and preferences, with an emphasis on long-lasting, buildable coverage that suits Vietnam's humid climate. Concealers play a crucial role in addressing imperfections and providing a flawless complexion, with increasing demand for products that offer high coverage while remaining lightweight and comfortable. The use of loose face powder has also become popular, with consumers seeking powders that set makeup and control shine without being too heavy or cakey. Face creams, encompassing moisturizers and anti-aging formulations, are a cornerstone of the facial care market, as they provide essential hydration and target specific skin concerns such as wrinkles and uneven texture. The market for face creams is characterized by a growing preference for products with advanced ingredients and multifunctional benefits. In addition to these core products, other facial products such as primers and blushes are gaining traction. Primers are valued for their ability to create a smooth base for makeup, while blushes add a natural flush of color to the cheeks, enhancing overall complexion. The rise of specialized and high-quality facial products reflects a broader trend towards personalized skincare and beauty routines, driven by increasing consumer knowledge and the influence of global beauty trends.

The facial care and products industry in Vietnam is characterized by a diverse market segmented into mass, premium, and mid-range categories, each catering to different consumer needs and preferences. Mass-market products dominate the industry, driven by their affordability and widespread availability. These products, including basic facial washes, moisturizers, and sunscreens, are widely accessible through supermarkets, drugstores, and online platforms. They offer practical solutions for everyday skincare, focusing on functionality and cost-effectiveness, which makes them appealing to a broad demographic. As disposable incomes rise and consumer awareness increases, the mid-range segment is also growing significantly. Mid-range products strike a balance between affordability and quality, offering enhanced formulations and more advanced ingredients compared to mass-market options. This segment includes products like specialized serums, exfoliants, and mid-tier foundations that appeal to consumers seeking better results without the premium price tag. Brands in this category often emphasize the benefits of their ingredients and offer a wider range of options to address specific skin concerns. Premium products, on the other hand, cater to a niche market willing to invest in high-end skincare solutions. These products are characterized by their advanced formulations, luxurious packaging, and often exclusive ingredients. Premium facial care items, such as high-quality anti-aging creams, sophisticated serums, and luxury masks, are marketed through specialty stores, high-end department stores, and exclusive online platforms. They appeal to consumers who prioritize effectiveness and are willing to pay a higher price for perceived benefits and luxury experiences.



The facial care and products industry in Vietnam is experiencing significant growth across various retail channels, each contributing uniquely to the market's expansion and evolution. Supermarkets and hypermarkets are major players in the distribution of facial care products, offering a wide range of mass-market items such as cleansers, moisturizers, and sunscreens at accessible prices. These retail formats attract a broad consumer base looking for convenience and affordability, with well-known local and international brands prominently featured on their shelves. Online retail has rapidly transformed the landscape, becoming an increasingly influential channel for both mass and premium facial care products. E-commerce platforms like Shopee, Lazada, and Tiki provide consumers with the convenience of shopping from home, along with the ability to compare products, read reviews, and access a vast selection of items from global and local brands. The rise of online retail has also been bolstered by digital marketing strategies and influencer collaborations, enhancing brand visibility and driving consumer engagement. Specialty stores and department stores cater to the mid-range and premium segments of the market, offering a curated selection of high-quality and luxury facial care products. Specialty stores, often focusing on specific beauty or skincare brands, provide personalized service and expert advice, creating a tailored shopping experience. The facial care and products industry in Vietnam is distinctly segmented based on gender, with tailored offerings for both men and women, reflecting their unique skincare needs and preferences. For women, the facial care market is extensive and diverse, encompassing a wide range of products designed to address various skin concerns and enhance beauty routines. Women’s facial care products include cleansers, toners, moisturizers, serums, masks, and sunscreens, often formulated to target specific issues such as anti-aging, hydration, and brightening. This segment benefits from a high level of product variety, with numerous options available from both local and international brands.

Considered in this report
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Facial Care & Products market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Facial Wash
• Foundation
• Concealers
• 7 Loose Face Powder
• Face Creams
• Other Facial Products (primer and blush)

By Pricing
• Mass
• Premium
• Mid-range

By Distribution Channel
• Supermarkets/Hypermarkets
• Online Retail
• Pharmacies & Drugstores
• Specialty Stores
• Department Stores
• Others (spa, salon and direct sales)

By Consumer Group
• Men
• Women

The approach of the report:
This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Facial Care & Products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.