Editor’s Note
**Editor’s Note:** The Vietnamese beauty industry is experiencing robust growth, driven by rising consumer demand. As the market expands, industry leaders emphasize the critical need for higher standards in safety, efficacy, ethics, and responsible technological use to sustain this momentum.
In his speech at the opening ceremony, Mr. Le Ton Dung, Chairman of the Vietnam Association of Aesthetic Medicine (AMSV), stated that the Vietnamese beauty industry is entering a phase of strong growth in both market size and consumer demand. However, with these opportunities come increasingly higher requirements for safety, efficacy, professional ethics, professional standards, and the responsible use of science and technology.
E-commerce is becoming a key growth driver for the industry. According to data from Metric (a smart data aggregation and utilization platform), online sales of beauty and personal care products in Vietnam reached 74.4 trillion VND (approximately 2.83 billion USD), an increase of nearly 30% compared to the previous year. This product category is now the highest revenue generator in Vietnam’s e-commerce market.
The exhibition provides a forum for business contacts, technological innovations, and the promotion of international cooperation in the steadily growing beauty market. The event brings together over 3,000 brands from 600 companies across more than 24 countries and regions, including Japan, South Korea, the USA, Malaysia, France, Singapore, Spain, Thailand, Switzerland, Vietnam, Italy, and many others.
Consumers experience and select cosmetic products at the fair. Photo: PM
According to Mr. Dung, new trends such as artificial intelligence (AI) for data analysis and personalized treatment services, regenerative medicine, and minimally invasive cosmetic technologies are increasingly shaping the new face of the industry. This requires professionals to continuously expand their knowledge, standardize their competencies, and strengthen international cooperation.
Beauty industry experts see Vietnam as one of the most promising beauty markets in Southeast Asia. Data from Statista Market Insights (a German market data and forecasting platform) indicates that the cosmetics and personal care market in Vietnam will reach a volume of approximately 2.79 billion USD in 2025 and will continue to grow in the coming years.
Domestic and foreign companies network for trade purposes. Photo: PM
In addition to its market potential, Vietnam’s business environment 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 EVFTA and CPTPP. This is considered an important foundation for promoting import and 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, which facilitates business connections between exhibitors and manufacturers, importers, distributors, spa companies, clinics, and retail chains. Through this program, industry experts can directly schedule appointments with exhibitors to find partners, expand their distribution networks, and gain access to international beauty brands.
Leaders of the Ho Chi Minh City Trade and Investment Promotion Center and business representatives visit exhibition booths. Photo: KT
