VIETNAM BEAUTY MARKET 2027–2030: GROWTH TRAJECTORY & NEW OPPORTUNITIES
Vietnam’s beauty market is entering a notable period of development as demand for personal care continues to expand, consumer behavior evolves rapidly, and international brands strengthen their presence in the market.
According to Euromonitor, Vietnam’s Beauty and Personal Care industry reached approximately VND 98.3 trillion in 2025, representing 8% value growth. The development of e-commerce, rising disposable incomes, and the growing influence of social media continue to create momentum for the market.
From another perspective, market data published in 2025 also estimated the size of Vietnam’s cosmetics and personal care market at approximately USD 2.8 billion, depending on the categories included in the calculation.
These figures indicate that Vietnam is no longer simply a promising consumer market. As consumers become more sophisticated, the market is developing into a broader ecosystem that includes brands, distributors, retailers, manufacturers, ingredient and packaging suppliers, equipment providers, and professional beauty service businesses.
This creates a strong foundation for continued market expansion throughout 2027–2030.
Growth Is No Longer Driven by Consumer Numbers Alone
In the past, consumers often purchased cosmetics through physical stores and traditional retail channels. The rapid development of e-commerce and online sales channels is now significantly reshaping the beauty purchasing journey. Consumers can easily compare products, read reviews, check ingredients and product origins, and explore real-world experiences before placing an order.
This also makes the quality of the online shopping experience increasingly important.
In August 2026, skincare sales recorded across e-commerce platforms in Southeast Asia reached:
- USD 866.6 million in revenue
- 167.8 million products sold
- An average selling price of approximately USD 5.16 per product
This indicates strong demand for online skincare purchases across the region, with high transaction volumes and relatively accessible average prices.
As a result, the 2027–2030 period is expected to see a shift from “buying for convenience” to “buying with verification.” As e-commerce becomes an increasingly important part of the beauty purchasing journey, product quality, channel credibility, and the post-purchase experience will play a greater role in influencing consumer spending decisions and customer retention.
Vietnam as an Emerging Destination for International Businesses
According to the U.S. International Trade Administration, foreign brands have previously accounted for more than 90% of Vietnam’s cosmetics market, highlighting the significant presence of international businesses in the industry.
At the same time, Vietnam is gaining increasing importance within ASEAN’s supply chain and trade network.
For international businesses, entering Vietnam therefore represents more than an opportunity to expand into a new consumer market. It can also serve as part of a broader strategy for expanding across Southeast Asia and Indochina.
Opportunities Shaping Vietnam’s Beauty Industry in 2027–2030: From Consumer Growth to B2B Opportunities
As Vietnam’s beauty market enters a new stage of development, opportunities are no longer limited to bringing more products to consumers. They increasingly extend to building connections and partnerships across the wider industry ecosystem.
In this context, B2B trade shows serve as important platforms for industry connection, enabling businesses to stay updated on market trends, discover new products and technologies, and identify relevant partnership opportunities.
In Vietnam, Beautycare Expo Hanoi focuses on connecting the beauty ecosystem across the Northern region, while Vietbeauty x Cosmobeauté Vietnam x Beautycare Plus in Ho Chi Minh City brings together a diverse network of brands, suppliers, and buyers from Vietnam and international markets.
With a shared focus on facilitating trade and B2B connections, the two events provide different touchpoints for businesses to expand their market reach, identify potential partners, and explore new growth opportunities across the beauty industry.
As the market develops rapidly and demand for cross-border business expansion continues to grow, B2B networking and Business Matching activities are becoming increasingly important as bridges between Vietnamese businesses and international brands and suppliers.
Direct meetings between buyers and exhibitors not only help businesses discover new partnership opportunities but can also shorten the process of identifying and evaluating potential business partners.
With the positive outlook for Vietnam’s beauty market throughout 2027–2030, becoming part of the right industry ecosystem and building relevant business networks will increasingly become an important part of companies’ growth strategies.
This is also where B2B platforms such as Vietbeauty x Cosmobeauté Vietnam x Beautycare Plus play an important role bringing the market, products, and business relationships together to create new opportunities for Vietnam’s beauty industry.