Vietnam, the emerging economy in Southeast Asia, is becoming the new focus of the global beauty industry at an alarming rate. With the explosive consumption power of the young population, the rapid growth of e-commerce channels, and the continuous release of policy dividends, Vietnam’s beauty market has become a hot land for international brands and hair care product manufacturers to compete for layout.
For companies seeking OEM/ODM partnerships or creating their own brand hair care products, the Ho Chi Minh Beauty & Cosmetics Exhibition in July 2025 will be an opportunity not to be missed.
Vietnam beauty market development status and trend
Market size: the second largest personal care consumer market in Asia
According to the latest data, the annual growth rate of Vietnam’s cosmetics market is stable at 7%, and the size is expected to exceed 867.5 million US dollars in 2025, becoming the second largest personal care consumer market in Asia after China. It is worth noting that 90% of Vietnam’s cosmetics rely on imports, of which South Korean, French brands occupy the high-end market, while Chinese products gradually penetrate with high cost performance.
Consumption trend: youth, e-commerce and specialization
Young demographic dividend: The median age of Vietnam is only 33 years old, the urbanization rate is rapidly increasing, and young people have a strong demand for skin care, hair care, and makeup.
E-commerce explosion: In 2024, the size of Vietnam’s e-commerce market increased by 48% year-on-year, and social media (such as TikTok and Facebook) has become the main promotion channel for beauty products.
Professional hair care gap: Vietnamese consumers have a surge in demand for functional hair care products (such as hair loss prevention, restoration, scalp care), but the local supply chain is weak and relies on imported OEM.
Industry chain opportunity: the golden window of OEM/ODM
Vietnam lacks large local beauty manufacturers and professional schools, so B2B foundry demand is strong. The government has reduced tariffs and attracted foreign investment through free trade agreements (such as CPTPP and EVFTA). For Chinese enterprises, Vietnam is not only an export springboard, but also an ideal choice for technical cooperation and brand landing.
Vietnam Beauty Show 2025: A strategic springboard for OEM/ODM companies
Exhibition value: Southeast Asia’s largest B2B beauty trade platform
Ho Chi Minh Beauty Vietnam is one of the most influential industry events in Southeast Asia, bringing together global supply chain resources:
Hair care products (shampoo, hair mask, essential oil, etc.)
Beauty equipment (such as AI hair detector, intelligent hair care equipment)
Packaging and OEM services (green materials, customized design)
For hair care product manufacturers, it is an efficient platform to connect with international brands and tap local distributors.
Three major trends in the customization market
Functional product demand: Vietnam’s climate is hot and humid, oil control, anti-dandruff, sunscreen hair care products have great potential.
Green and technology together: Natural ingredients (such as coconut oil, aloe vera extract) and smart devices (such as scalp detectors) are the future.
Flexible packaging: travel, small sample more favored by young consumers.
Competition pattern: the breakthrough of Chinese enterprises
International brands (such as L ‘Oreal and Shiseido) have established a presence in Vietnam through the contract manufacturing model, and Chinese manufacturers can seize share with the following advantages:
Cost advantage: Compared with Europe, America, Japan and South Korea, China’s supply chain is more price competitive.
Technology integration capability: Quickly respond to market demands and provide customized formulations and packaging.
Policy support: China-Vietnam trade cooperation has deepened, and China’s exports to Vietnam in 2023 increased by 14.4% year-on-year.
Review of previous exhibitions in Vietnam
Vietnam Beauty Exhibition 2025 Unveils – Highlights and trends forecast
How to efficiently plan your Vietnam Beauty Expo trip?
Hair care solutions from LocRoyal: tailored for the Vietnamese market
As a professional manufacturer of hair care products, LocRoyal is committed to providing high-end, compliant and personalized foundry services for the Vietnamese market:
Core strengths
Focus on the field of hair care: to provide anti-slip, repair, post-dye care and other full category solutions.
Compliance with Vietnamese regulations: Ensure seamless market access through Southeast Asian import standards.
Customized services: Develop differentiated products according to climate and consumption habits (such as oil-control shampoo, portable hair mask).
Production capacity
30+ automation equipment to support large-scale orders and flexible production.
One-stop OEM/ODM services from formulation development to packaging design.
Conclusion
Beauty Vietnam 2025 is not only a bellwether for the industry, but also a key springboard for B2B companies to expand into the Southeast Asian market. For businesses looking to build their own brand hair care products or looking for a contract manufacturing partner, LocRoyal will give you a head start with its expertise, efficient supply chain and local insights.
Act now, let us meet at the 2025 Vietnam Beauty Exhibition, jointly seize the dividend of the Vietnamese market, to meet the future market challenges and opportunities.
LocRoyal is a professional hair care manufacturer, we have our own brand ” PURC ” and “PROINSCARE”, can offer private label hair care products customization service.
FAQ
What are the advantages of Chinese hair care product manufacturers entering the Vietnamese market?
Compared with European and American brands, it is more cost-effective and can provide customized formulas. Coupled with tariff benefits, logistics and customs clearance efficiency is improved.
What is the practical help for OEM companies to participate in the Vietnam Beauty Exhibition (B2B exhibition)?
The exhibition is the key to leveraging the Southeast Asian market, providing direct access to international brands and intuitive insight into local needs.
What is the growth potential of Vietnam’s beauty market?
With an annual growth rate of 7%, Vietnam’s beauty market is expected to reach $867.5 million by 2025, making it the second largest personal care market in Asia.
