Walk into a drugstore in Hanoi or Ho Chi Minh City today, and you’ll notice something unmistakable: the skincare shelves are crowded, not just with products, but with shoppers who know exactly what they’re looking for. Vietnam’s beauty scene is no longer an emerging trend—it’s a full-blown cultural shift, shaped by youth, digital savvy, and a desire for authenticity.
What’s fascinating is how the definition of beauty in Vietnam is constantly evolving. Once influenced heavily by Korean and Japanese standards, Vietnamese consumers are now creating a hybrid beauty identity—mixing Eastern skincare routines with Western individuality, and doing it all on their own terms.
Skincare First: The New Daily Ritual
It’s no longer just women reaching for moisturizers and serums. Vietnamese men, especially in their 20s and early 30s, are forming habits around skincare. This change didn’t happen overnight. It’s been driven by a perfect storm of factors: the rise of self-care culture, influencers breaking gender barriers, and a market that now offers masculine, minimalist packaging for creams and toners.
In cities like Danang and Can Tho, where tradition and modernity meet, young men now regularly include sunscreen and exfoliants in their morning routines. It's a quiet revolution—less about vanity and more about confidence, personal hygiene, and presentation in a digital-first world.
Local Brands with Local Values
For years, foreign beauty giants dominated Vietnam’s shelves. But today, there's a growing appetite for products made in Vietnam. Consumers are paying attention to origin, ingredients, and message. Local beauty brands are tapping into this with smart positioning—offering herbal infusions, rice water, turmeric, and green tea-based formulas, wrapped in clean, eco-conscious branding.
What sets these Vietnamese brands apart isn’t just price. It’s cultural fluency. They speak the same language as their buyers—literally and emotionally. Their social media campaigns feature everyday people, not global celebrities. Their products reflect Vietnam’s climate, skin types, and daily routines. And increasingly, they reflect the country's rising pride in “Made in Vietnam.”
The Rise of Skin Minimalism
There’s a notable movement toward simplified routines. After years of 10-step regimens, Vietnamese consumers—especially Gen Z—are embracing skin minimalism. A gentle cleanser, one serum, a reliable moisturizer, and sunscreen is often enough.
Behind this shift is a growing skepticism toward overconsumption and a renewed interest in understanding ingredients. Teenagers today can talk about niacinamide and hyaluronic acid like pros. They want transparency, efficacy, and ethics. It’s not just about glowing skin anymore—it’s about feeling in control, informed, and aligned with personal values.
The TikTok Touch
No discussion of beauty in Vietnam would be complete without mentioning TikTok. The platform has become the new beauty classroom. Instead of watching long YouTube tutorials, Gen Z scrolls through 30-second videos to discover “holy grail” products, hacks, and skincare flops.
Vietnamese creators are incredibly influential. When one shares a review of a toner with before-and-after photos, that product might sell out in days. TikTok trends now influence what beauty brands manufacture, how they package, and even how they name products. Vietnamese slang, meme references, and humor are key ingredients in beauty marketing today.
Beauty Counters Still Matter
Despite the surge in online shopping, brick-and-mortar beauty retail is thriving. Many consumers still want to feel a cream’s texture or smell a perfume before committing. Shopping is not just transactional—it’s a form of leisure, a social outing, even a personal ritual.
Walk into any Watsons, Guardian, or even department store beauty floor in Vietnam and you’ll see Gen Z couples browsing hand-in-hand, groups of girlfriends swatching lipsticks, and mothers teaching their daughters about sun protection. Live consultations, mini makeovers, and loyalty perks still hold immense value.
Men’s Grooming Is Quietly Booming
While it’s not yet as visible as women’s beauty, men’s grooming is one of the fastest-growing segments. It’s especially strong in urban centers and among white-collar professionals. Beard oils, anti-acne cleansers, toners for oily skin, and hair loss treatments are now readily available and subtly marketed toward men.
Male-focused brands are growing online and offline. And they’re smart about it—offering simple routines, science-backed benefits, and understated packaging. Instead of challenging masculinity, these brands are reframing self-care as discipline and strength. It’s resonating.
Beauty Beyond Hanoi and HCMC
Although Ho Chi Minh City and Hanoi remain epicenters of beauty innovation, growth is rapidly spreading to tier-2 and tier-3 cities. In places like Hai Phong, Vung Tau, and Buon Ma Thuot, consumers are becoming increasingly aware of international trends thanks to social media and e-commerce.
Interestingly, these consumers aren’t just copying what’s trendy in Seoul or Tokyo. They adapt products and routines to suit their own climates, schedules, and skin concerns. A woman in a humid, coastal city might prefer gel-based moisturizers and anti-pollution serums, while someone in the Central Highlands may look for extra hydration and sun protection.
Emotional Connection as the True USP
At the heart of this beauty wave is something more emotional than aesthetic. Vietnamese consumers want to feel connected to what they’re using. They want to support ethical brands, know the faces behind their favorite labels, and be seen for who they are—whether that’s through a lip tint or a calming facial mist.
Beauty is no longer an imitation of Korean pop stars or Western models. It’s becoming an expression of identity, culture, and belonging. It’s also an escape, a joy, and for some, even a way of healing. After a stressful week, a clay mask and scented candle offer more than skincare—they offer peace.
Sustainability, Slowly but Surely
While price remains a key decision factor, sustainability is making its way into the Vietnamese beauty mindset. Refillable bottles, low-waste packaging, and cruelty-free claims are becoming conversation starters, especially in urban areas and among environmentally aware youth.
Although not yet mainstream, many are asking for vegan formulas, checking recycling info, and comparing brands based on green practices. Local start-ups are experimenting with biodegradable containers, plastic-neutral goals, and ethical sourcing stories.
The Beauty of the Journey
Vietnam’s beauty industry is a mirror of its society—fast-moving, youthful, connected, and proud. The most exciting thing? This glow-up is just beginning. Every bottle sold, every skincare post shared, and every lipstick chosen is not just a transaction. It’s a reflection of who Vietnamese consumers are becoming.
