SECTOR CAPSULE: MASS BEAUTY AND PERSONAL CARE IN VIETNAM

03 July 2023

KEY DATA FINDINGS

Retail value sales grow by 5% in current terms in 2022 to VND40.0 trillion
Mass colour cosmetics is the best performing category in 2022, with retail value sales growing by 7% in current
terms to VND1.7 trillion
Unilever Vietnam International Co Ltd is the leading player in 2022, with a retail value share of 24%
Retail sales are set to rise at a current value CAGR of 9% (2022 constant value CAGR of 5%) over the forecast period
to VND62.3 trillion

Market size Mass Beauty and Personal Care

Retail Value RSP - VND billion - 2008-2027
40,030
Forecast
60000

50000

40000

30000

20000

10000

0
2008 2022 2027
Source: Passport by Euromonitor International

Sales Performance Mass Beauty and Personal Care

%Y-O-Y Retail Value RSP-Growth 2008-2027
5.1%
Forecast
30%

20%

10%

0%

-10%

-20%

-30% 2008 2022 2027

Source: Passport by Euromonitor International

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2022 DEVELOPMENTS
Mass beauty and personal care in Vietnam recorded solid current value growth in 2022, seeing complete recovery
from the slight sales decline seen the previous year due to the pandemic. Growth was seen across all categories, although
those hit the hardest in 2020 and 2021 were still unable to return to the pre-pandemic level of current value sales,
including mass colour cosmetics and mass fragrances. As consumers tended to pay more attention to their spending, and
were keen on value for money items, mass products with a long history and well-known brand names found it easier to
win share. Meanwhile, the spread of TikTok, YouTube and Facebook penetration to rural areas strongly contributed to
growth for mass beauty and personal care. Younger people with limited budgets prioritised choosing products which
received good reviews and feedback on social media, or those with recommendations from trusted influencers.
Global players continue to lead mass beauty and personal care in Vietnam, supported by their long-established
presence, high brand recognition and, increasingly, a focus on digital marketing in the wake of the pandemic. Unilever
Vietnam International Co Ltd, which maintained its strong lead in mass beauty and personal care in value terms in 2022,
offers multiple brands across a range of categories, including mass hair care, bath and shower, deodorants, skin care and
colour cosmetics, through brands including Lifebuoy, Dove, Sunsilk, Clear, and Pond’s. In addition to a wide range of strong
brands, Unilever’s position is underpinned by dynamic marketing, including digital, and a wide distribution network across
Vietnam, alongside innovation and new product development. In terms of sustainability, its brands are reducing the use of
plastic in their packaging, working towards NDPE (No Deforestation, Peat or Exploitation).

Company Shares of Mass Beauty and Personal Care

% Share (NBO) - Retail Value RSP - 2022

Unilever Vietnam Internat... 23.87%

Procter & Gamble Vietnam ... 5.3%
Unza Vietnam Co Ltd 4.79%
Beiersdorf Vietnam Ltd Co 4.42%
LG Vina Cosmetics Co Ltd 3.03%
International Consumer Pr... 2.82%
L'Oréal Vietnam Co Ltd 1.83%
Others 53.93%

Increasing share Decreasing share No change

Source: Passport by Euromonitor International

NATIONAL BRAND OWNERS TABLE

Company Name (NBO) Brand (GBO)
3Ri Chemical Co Ltd Dr Clean (3Ri Chemical Co Ltd)
AmorePacific Vietnam JSC Innisfree (AmorePacific Corp), Mamonde (AmorePacific Corp)
Amway Vietnam Co Ltd G&H (Amway Corp)
Eucerin (Beiersdorf AG), Nivea (Beiersdorf AG), Nivea Men (Beiersdorf AG), Nivea
Beiersdorf Vietnam Ltd Co
Men Deodorant (Beiersdorf AG)
Body Shop (Vietnam) Co Ltd, The The Body Shop (Natura&Co)
Bübchen-Werk Ewald Hermes
Bübchen (Katjes Group)
Pharmazeutische Fabrik GmbH
Colgate-Palmolive (Vietnam) Co Ltd Palmolive (Colgate-Palmolive Co)
Coty Beauty Vietnam Co Ltd adidas classic (Coty Inc)
Dai Viet Huong Trading E100 (Dai Viet Huong Trading Manufacturing Co Ltd), Ramus (Dai Viet Huong Trading
Manufacturing Co Ltd Manufacturing Co Ltd)
Dang Duong Comestic Co Ltd One Today (Dang Duong Comestic Co Ltd)
Etude Corp Etude (AmorePacific Corp)
Fine Today Shiseido Co Ltd Senka (Fine Today Shiseido Co Ltd)
Gia Dinh Comestic Co Ltd Familiar (Gia Dinh Comestic Co Ltd)

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 Henkel Vietnam Co Ltd
Hoa Linh Pharma Co Ltd
Hoyu Corp
International Consumer Products
Co Ltd
Johnson & Johnson Vietnam Co Ltd
Kao Vietnam Ltd
Khobates Industries Sdn Bhd
L'Oréal Vietnam Co Ltd
LG Vina Cosmetics Co Ltd
Lix Detergent JSC
Minh Viet International JSC
MOI Cosmetics Co Ltd
Nestlé SA
Oriflame Vietnam Ltd
Phu Thai Health & Beauty Care JSC Wella (Wella AG)
Procter & Gamble Vietnam Ltd
Revlon Inc
Rohto-Mentholatum Vietnam Co
Ltd
Sagen Trade & Service JSC
Saigon Cosmetics Corp
Sanofi-Aventis Vietnam Co Ltd
Sao Thai Duong Cosmetics JSC
Shiseido Cosmetics Vietnam Co Ltd Za (Shiseido Co Ltd)
Thorakao Cosmetics Ltd
Unilever Vietnam International Co
Ltd
Unza Vietnam Co Ltd
Viet My Group
Viet My Hoa Phong Co Ltd
Source: Passport by Euromonitor International
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Dial (Henkel AG & Co KGaA), Syoss (Henkel AG & Co KGaA)
Da Huong (Hoa Linh Pharma Co Ltd)
Bigen (Hoyu Co Ltd)
X-Men (Marico Ltd)
Clean & Clear (Johnson & Johnson Inc), Johnson's Baby (Johnson & Johnson Inc),
Johnson's pH 5.5 (Johnson & Johnson Inc)
Bioré (Kao Corp)
Fruiser (Khobates Industries Sdn Bhd)
L'Oréal Paris (L'Oréal Groupe), L'Oréal Paris Dermo-Expertise (L'Oréal Groupe),
Maybelline New York (L'Oréal Groupe)
Double Rich (LG Household & Health Care Ltd), Lacvert Essance (LG Household &
Health Care Ltd), The Face Shop (LG Household & Health Care Ltd)
On1 (Lix Detergent JSC)
Pigeon (Pigeon Corp)
M.O.I (MOI Cosmetics Co Ltd)
Cetaphil (Galderma SA)
Oriflame (Oriflame Cosmetics SA)
Head & Shoulders (Procter & Gamble Co, The), Olay (Procter & Gamble Co, The),
Pantene (Procter & Gamble Co, The), Rejoice (Procter & Gamble Co, The), Safeguard
(Procter & Gamble Co, The)
Revlon (Revlon Inc)
Acnes (Rohto Pharmaceutical Co Ltd), Lip Ice (Rohto Pharmaceutical Co Ltd), Oxy
Men (Rohto Pharmaceutical Co Ltd)
Etiaxil (Sagen Groupe)
Cindy (Saigon Cosmetics Corp), Miss Saigon (Saigon Cosmetics Corp)
Lactacyd (Sanofi), Lactacyd Milky (Sanofi)
Thai Duong (Sao Thai Duong Cosmetics JSC)
Thorakao (Thorakao Cosmetics Ltd)
Axe (Unilever Group), Clear (Unilever Group), Clear Men (Unilever Group), Dove
(Unilever Group), Hazeline (Unilever Group), Lifebuoy (Unilever Group), Lux
(Unilever Group), Pond's (Unilever Group), Rexona Deodorant For Men (Unilever
Group), Rexona Women (Unilever Group), Sunsilk (Unilever Group), TRESemmé
(Unilever Group), Vaseline Intensive Care (Unilever Group)
Enchanteur (Wipro Ltd), Eversoft (Wipro Ltd), Gervenne (Wipro Ltd), Romano (Wipro
Ltd)
Thebol (Viet My Group)
Pureen (Pure Labs Inc)
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DEFINITIONS AND METHODOLOGY
MASS BEAUTY AND PERSONAL CARE
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific
products, bath and shower and hair care.
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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