BEAUTÉ TALKS 2026: BEAUTY INDUSTRY TRENDS & STRATEGIES FOR BUILDING SUSTAINABLE BRANDS

Vietnam’s beauty industry is undergoing significant transformation in 2026, driven by changing consumer behavior, the rapid growth of e-commerce and social commerce, evolving regulatory requirements, and the increasing importance of sustainable development.

In this context, beauty businesses need to do more than simply keep up with market trends. They must build clearly positioned brands, strengthen operational capabilities, and proactively adapt to new standards in order to remain competitive over the long term.

Held as part of Vietbeauty x Cosmobeauté Vietnam x Beautycare Plus 2026, BEAUTÉ TALKS 2026, themed “The Future of Beauty: Shaping the Next Generation of Leading Brands,” brought together experts and business representatives from various fields, including market research, legal compliance, branding, retail, and technology.

Through practical insights and industry perspectives, the forum highlighted the key factors shaping beauty industry trends in 2026, while offering strategic directions for businesses seeking sustainable growth.

1. Beauty Industry Trends 2026 and Changing Consumer Behavior

The development of AI, e-commerce, and digital content is significantly reshaping how consumers discover, evaluate, and purchase beauty products.

Today’s shopping journey spans multiple touchpoints, from search engines and social media to KOL/KOC content, e-commerce platforms, and modern retail channels.

[IMAGE 1]: Mr. Long Le – Head of Retail Vietnam, NielsenIQ, shares insights into consumer trends and the shift in purchasing channels within the beauty industry at BEAUTÉ TALKS.

Beyond product performance and price, consumers are increasingly concerned about ingredient sourcing, transparency, environmental responsibility, and the values represented by a brand. These factors are also driving growing interest in Clean Beauty, organic and vegan cosmetics, and sustainable beauty solutions.

“The modern customer journey is no longer driven solely by product features or price. Consumers are increasingly interested in ingredient origins, environmental responsibility, and brand transparency.” – Mr. Long Le, Head of Retail Vietnam, NielsenIQ

These changes highlight the need for beauty businesses to move beyond short-term trend chasing and instead develop a deeper understanding of consumer needs while building brand values that align with evolving expectations.

2. Cosmetic Regulations and Sustainability Standards as Drivers of Growth

As the market continues to expand, requirements surrounding cosmetic regulations, product notification, intellectual property protection, ingredient transparency, and quality standards are becoming increasingly important to business competitiveness.

[IMAGE 2]: Lawyer Do Van Luan shares practical insights into legal compliance and regulatory requirements in the cosmetics industry at BEAUTÉ TALKS.

At BEAUTÉ TALKS 2026, Lawyer Do Van Luan provided practical perspectives on intellectual property protection, ingredient information control, and product notification procedures. He also emphasized the importance of proactive compliance throughout the process of building and expanding a beauty brand.

For businesses targeting international markets, meeting legal requirements and standards related to quality, environmental responsibility, and transparency is also becoming increasingly important when entering markets such as ASEAN and the EU.

“Understanding and proactively complying with the law not only helps businesses minimize risks, but also creates a foundation for protecting intellectual property, building trust, and expanding into new markets.” – Lawyer Do Van Luan, L&P Law Firm

In this context, legal compliance is no longer simply a back-end operational requirement. It is increasingly becoming an integral part of building a professional brand and achieving long-term growth.

3. From Product Quality to Sustainable Beauty Brand Building

A good product may attract initial attention, but establishing a strong and lasting market position requires more than product quality alone.

Today, beauty brand-building strategies are increasingly connected to the ability to build trust, maintain consistency, and create meaningful connections with the values consumers care about.

[IMAGE 3]: Ms. Phan Dieu Huyen – COO of M.O.I Cosmetics, shares insights into beauty brand building and development at BEAUTÉ TALKS.

As competition intensifies, Vietnamese beauty brands have significant opportunities to differentiate themselves through compelling brand stories, product quality, consumer understanding, and consistent customer experiences.

“A strong brand in the new era is one that builds lasting trust. Businesses need to continuously optimize the user experience while maintaining a strong focus on quality, safety, and long-term impact on consumers.” – Ms. Phan Dieu Huyen, Chief Operating Officer (COO), M.O.I Cosmetics

Therefore, brand building is no longer simply about creating a standout product. It is about developing a clear and distinctive set of brand values that can create differentiation and foster long-term relationships with customers.

4. Beauty Distribution and Supply Chains in a New Growth Phase

Once a brand has established a clear market position, the ability to effectively reach consumers through the right distribution channels becomes another critical factor.

The growth of e-commerce, social commerce, and modern retail is creating new opportunities for beauty brands to expand their market reach. At the same time, businesses must strengthen their capabilities in inventory management, logistics, data, and supply chain operations.

[IMAGE 4]: Mr. Bart Verheyen shares insights into modern retail systems and market expansion opportunities for beauty brands at BEAUTÉ TALKS.

According to Mr. Bart Verheyen, modern retailers are increasingly looking at suppliers’ long-term growth potential, from their ability to respond to market demand to how they address requirements related to packaging, operations, and sustainability.

In addition, Mr. Le Tran Minh Tuan Tu – Business Development Specialist, MBB Solutions Joint Stock Company, shared perspectives on the application of technology to operational automation and warehouse management optimization.

[IMAGE 5]: Mr. Le Tran Minh Tuan Tu shares insights into technology applications, automation, and operational optimization in the beauty industry at BEAUTÉ TALKS.

These insights demonstrate that growth in the beauty industry is driven by more than marketing and products. It also depends on a flexible and efficient operational system capable of responding to the pace of market change.

5. Connecting Industry Knowledge with Beauty Businesses

Held as part of Vietbeauty x Cosmobeauté Vietnam x Beautycare Plus 2026, BEAUTÉ TALKS 2026 served as a bridge connecting industry experts, brands, retailers, and the wider beauty business community.

From changing consumer behavior and regulatory requirements to brand-building strategies, distribution, and technology applications, the discussions at the forum highlighted how the beauty industry is entering a new phase of growth that requires a more holistic approach.

Understand the Market – Ensure Compliance – Build the Brand – Optimize Distribution – Drive Sustainable Growth are becoming increasingly interconnected priorities in the strategic development of beauty businesses.

BEAUTÉ TALKS 2026 not only captured key beauty industry trends in 2026, but also highlighted an important shift in the market: from growth driven primarily by products and sales to growth built on trust, operational capabilities, innovation, and sustainable value.

These foundations will be essential for beauty brands looking to strengthen their competitiveness, expand into new markets, and establish a stronger position within Vietnam’s rapidly evolving beauty ecosystem.