SECTOR CAPSULE: PERSONAL CARE APPLIANCES IN VIETNAM

22 February 2024

KEY DATA FINDINGS

Retail volume sales rise by 6% in 2023 to 2.0 million
Electric facial cleansers is the best performing category in 2023, with retail volume sales growing by 9% to 514,000
Philips Electronics Vietnam Co Ltd is the leading player in 2023, with a retail volume share of 21%
Retail volume sales are set to grow at a CAGR of 4% over the forecast period to 2.5 million

Market size Personal Care Appliances

Retail Volume - '000 units - 2009-2028
2,045
Forecast
3000

2500

2000

1500

1000

500

0
2009 2023 2028
Source: Passport by Euromonitor International

Sales Performance Personal Care Appliances

%Y-O-Y Retail Volume-Growth 2009-2028
5.8%
Forecast
30%

20%

10%

0%

-10%

-20%

-30% 2009 2023 2028

Source: Passport by Euromonitor International

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2023 DEVELOPMENTS
Sales in personal care appliances are supported by rising incomes and standards of living in Vietnam, leading to
consumers paying more attention to their appearances. Social media trends are also influencing sales, both in urban areas
and reaching out into the rural communities.
Electric facial cleansers remain popular, particularly among young urban professionals with active lifestyles, as they
seek to mitigate the effects from air pollution in the big cities. Sales in this subcategory are strongly driven by beauty
vlogs, YouTubers, and social media platforms such as TikTok. Electric facial cleansers are strongly advertised by key online
influencers, as well as those from Korean brands. For example, the leading Halio brand (Halio Ltd Co) in electric facial
cleansers is frequently advertised through review videos by famous YouTubers. Furthermore, key online retailers, such as
Lazada, Tiki and Sendo, also run livestreaming videos of personal care appliances in action on their platforms in order to
increase the interaction between consumers and sellers and thus boost sales.

Company Shares of Personal Care Appliances

% Share (NBO) - Retail Volume - 2023

Panasonic Vietnam Co Ltd 20.79%

Halio Ltd Co 6.62%
Xiaomi Corp 6.5%
Tara JSC 4.5%
Shanghai Flyco Electrical... 4.13%
Foreo AB 3.21%
Saint L'Beau Co Ltd 1.46%
Others 31.76%

Increasing share Decreasing share No change

Source: Passport by Euromonitor International

PROSPECTS AND OPPORTUNITIES

Personal care appliances will remain supported by its positive trends over the forecast period – rising incomes and
standards of living, social media trends, and brand expansion across the big cities and into the rural areas. Within this,
international beauty trends and younger generations, being those most influenced by social media, will remain key
factors. Indeed, we have seen the rise of some international and modern trends in Vietnam (eg electric facial cleansers)
and this is set to continue. Indeed, skin care and oral care are areas expected to see further promotions of this style, with
endorsements from skin and oral care experts (eg dermatologists, dentists).

Social media marketing will remain a major competitive strategy over the forecast period. Influencers and key opinion
leaders (KOLs) will continue to be key, with players selecting the “right” person to endorse their brands through a range of
videos and livestreams which demonstrate the products’ effectiveness, are authentic to brand claims, and which offer
helpful personal care, grooming, and styling tips.

NATIONAL BRAND OWNER TABLE

Company Name (NBO) Brand (GBO)
Doctors Tech Co Ltd Vanav (Doctors Tech Co Ltd)
Foreo AB Foreo (Foreo AB)
Halio Ltd Co Halio (Halio Ltd Co)
Nu Skin Enterprises Inc Nu Skin (Nu Skin Enterprises Inc)
Panasonic Vietnam Co Ltd Panasonic (Panasonic Corp)
Philips Electronics Vietnam Co Ltd Philips (Koninklijke Philips NV)
Rio Beauty Co Rio Beauty (Rio Beauty Co)
Saint L'Beau Co Ltd Pebble Lisa (Saint L'Beau Co Ltd)

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 Shanghai Flyco Electrical Appliance
Flyco (Shanghai Flyco Electrical Appliance Co Ltd)
Co Ltd
Tara JSC Bluestone (Tara JSC)
Xiaomi Corp Xiaomi (Xiaomi Corp)
Source: Passport by Euromonitor International

DEFINITIONS AND METHODOLOGY

PERSONAL CARE APPLIANCES
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal
care appliances.
METHODOLOGY
This report is derived from Euromonitor International’s Passport information system. Industry research is carried out by a
global team of more than 600 in-country analysts and is based on a core set of research techniques:

National-level desk research, company research and analysis, store checking, trade interviewing with national
players and market analysis
International-level desk research, multinational company research and analysis, trade interviewing with
international players and market analysis

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