Editor’s Note
**Editor’s Note:**
The Vietnamese beauty industry is on a strong growth trajectory, but rising consumer demand calls for higher standards in safety, ethics, and professionalism. As opportunities expand, the sector must prioritize responsible innovation and quality care.
During the opening ceremony, Mr. Le Ton Dung, Chairman of the Vietnam Association of Aesthetic Medicine (AMSV), stated that the Vietnamese beauty industry is experiencing a period of strong development in both market size and consumer demand. However, these opportunities also bring increasingly high requirements in terms of safety, effectiveness, professional ethics, professional standards, and responsible application of science and technology.
Notably, e-commerce is becoming a major growth driver for the sector. According to data from Metric (a platform for collecting and utilizing intelligent data), online retail sales of beauty and personal care products in Vietnam reached 74.4 trillion VND (approximately 2.83 billion USD), an increase of nearly 30% year-on-year. This has made it the highest-revenue category on the Vietnamese e-commerce market.
The exhibition provides a forum for business networking, technology updates, and promoting international cooperation in the context of a continuously growing beauty market. The event brings together more than 3,000 brands from 600 companies across over 24 countries and territories, including Japan, South Korea, the United States, Malaysia, France, Singapore, Spain, Thailand, Switzerland, Vietnam, Italy, and more.
According to Mr. Dung, new trends such as artificial intelligence (AI) supporting data analysis and personalized care, regenerative medicine, and minimally invasive cosmetic technology are gradually shaping the new face of the industry. This requires professionals to continuously update their knowledge, standardize their skills, and strengthen international cooperation.
Experts in the beauty industry also believe that Vietnam is developing into one of the most promising beauty markets in Southeast Asia. Data from Statista Market Insights (a German platform for market data and forecasts) indicates that the cosmetics and personal care market in Vietnam will reach a value of approximately 2.79 billion USD in 2025 and is expected to continue growing in the coming years.
In addition to market potential, Vietnam’s business climate is becoming increasingly favorable thanks to administrative reforms, improvements in the legal framework for the cosmetics 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 companies.
A highlight of this year’s exhibition is the B2B VIP Buyer program, designed to facilitate business connections between exhibitors and manufacturers, importers, distributors, spas, clinics, and retail chains. Through this program, industry professionals can directly schedule meetings with exhibitors to find partners, expand their distribution networks, and gain access to international beauty brands.