Editor’s Note
**Editor’s Note:** This article highlights the expanding beauty market and the growing international interest it attracts, as evidenced by the diverse global participation at the recent fair.
The fair offers a forum for business networking, technology updates, and the promotion of international cooperation in the context of a continuously growing beauty market. The event brings together over 3,000 brands from 600 companies across more than 24 countries and territories, including Japan, South Korea, the United States, Malaysia, France, Singapore, Spain, Thailand, Switzerland, Vietnam, Italy, and many others.
Speaking at the opening ceremony, Mr. Le Ton Dung, President of the Vietnam Association of Aesthetic Medicine (AMSV), stated that the Vietnamese aesthetic industry is entering a period of strong development in both market size and consumer demand. However, alongside opportunities, there are increasing requirements for safety, efficacy, professional ethics, professional standards, and responsible application.
Beauty industry experts believe that Vietnam is establishing itself as one of the most promising markets in Southeast Asia. Data from Statista Market Insights indicates that the cosmetics and personal care market in Vietnam will reach approximately $2.79 billion in 2025 and is expected to continue growing in the years to come.
In particular, e-commerce is becoming a key growth driver for the sector. According to data from Metric, online retail sales of beauty and personal care products in Vietnam reached VND 74,400 billion (approximately USD 2.83 billion), an increase of nearly 30% year-on-year, making it the highest revenue category in the Vietnamese e-commerce market.
Beyond its market potential, the business environment in Vietnam is becoming increasingly favorable due to administrative reforms, improvements in the legal framework for the cosmetic industry, and the effective implementation of free trade agreements such as the EVFTA and CPTPP. This is considered an important foundation for promoting import and export activities, attracting international investment, and improving the competitiveness and quality standards of domestic enterprises.
One of the highlights of this year’s edition is the VIP Buyer B2B program, designed to foster business relationships between exhibitors and manufacturers, importers, distributors, wellness centers, clinics, and retail chains. Through this program, industry professionals can schedule direct appointments with exhibitors to find partners, expand their distribution networks, and access international brands in the beauty sector.
Consumers try and select cosmetics at the fair. Photo: PM
