Editor’s Note
**Editor’s Note:** This article highlights the rapid expansion of the global beauty market, showcasing a major exhibition that unites over 600 companies and 3,000 brands from 24 countries. It serves as a vital platform for networking, technical exchange, and international cooperation.
This exhibition provides a forum for building business networks, sharing technical information, and promoting international cooperation in the growing beauty market. It brings together 600 companies and over 3,000 brands from more than 24 countries and regions, including Japan, South Korea, the United States, Malaysia, France, Singapore, Spain, Thailand, Switzerland, Vietnam, and Italy.
Speaking at the opening ceremony, Dr. Le Tong Dung, Chairman of the Vietnam Association of Medical Aesthetics (AMSV), stated that Vietnam’s beauty industry is experiencing a strong development phase in both market size and consumer demand. However, he added that with these expanding opportunities come increasing demands for safety, efficacy, professional ethics, professional standards, and the responsible application of science and technology.
According to Dr. Dung, new trends such as AI-powered data analysis, personalized medical services, regenerative medicine, and minimally invasive aesthetic technologies are gradually shaping a new landscape for the industry. Therefore, professionals need to continuously update their knowledge, standardize their capabilities, and strengthen international cooperation.
Beauty industry experts also consider Vietnam to be emerging as one of the most promising beauty markets in Southeast Asia. According to data from Statista Market Insights, a German market data and forecasting platform, Vietnam’s cosmetics and personal care market is projected to reach approximately USD 2.79 billion in 2025 and continue growing in the coming years.
E-commerce is becoming a key growth driver for the industry. Data from Metric (an intelligent data aggregation and utilization platform) shows that online retail sales of beauty and personal care products in Vietnam reached VND 74.4 trillion (approximately USD 2.83 billion), an increase of about 30% year-on-year, making it the highest-revenue category in Vietnam’s e-commerce market.
Vietnam’s business environment is becoming increasingly favorable, driven by market potential, administrative reforms, improvements in the legal framework for the cosmetics industry, and the effective implementation of free trade agreements such as EVFTA and CPTPP. This is considered an important foundation for promoting import-export activities, attracting international investment, and enhancing the competitiveness and quality standards of domestic enterprises.
A highlight of this year’s exhibition is the B2B VIP Buyer Program, designed to facilitate business relationships between exhibitors and manufacturers, importers, distributors, spa operators, clinics, and retail systems. Through this program, industry professionals can schedule direct meetings with exhibitors to find partners, expand distribution networks, and access international beauty brands.