Editor’s Note
This article highlights a major industry exhibition uniting over 3,000 brands from 600 companies across 24 countries, offering a vital platform for networking, tech insights, and international collaboration in the expanding beauty market.
The exhibition provides a forum for business networking, learning about the latest technologies, and fostering international cooperation in the context of a constantly growing beauty market. The event brings together over 3,000 brands from 600 companies originating from more than 24 countries and territories, including Japan, South Korea, the United States, Malaysia, France, Singapore, Spain, Thailand, Switzerland, Vietnam, Italy, and many more.
During the opening ceremony, Mr. Le Ton Dung, President of the Vietnam Association of Aesthetic Medicine (AMSV), stated that the Vietnamese beauty industry is experiencing strong development, both in market size and consumer demand. However, along with these opportunities come increasing demands regarding safety, efficacy, professional ethics, professional standards, and the responsible application of science and technology.
According to Mr. Le Trung Hieu, Deputy Director of the Statistics Department (Ministry of Finance), in the recent months of 2026, the Vietnamese economy faced a mix of opportunities and challenges amidst a global economic context still plagued by uncertainties, particularly the rising trend of trade protectionism and geopolitical shifts.
One of the highlights of this year’s fair is the B2B VIP Buyer program, designed to foster business relationships between exhibitors and manufacturers, importers, distributors, spas, clinics, and retailers. Through this program, industry professionals can schedule direct appointments with exhibitors to find partners, expand their distribution networks, and access international beauty brands.
Beauty industry experts also consider Vietnam to be establishing itself as one of the most promising beauty 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 USD in 2025 and is expected to continue growing in the coming years.
Notably, 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 74.4 trillion VND (approximately 2.83 billion USD), representing an increase of nearly 30% year-on-year, making it the highest revenue category in the Vietnamese e-commerce market.
In addition to its market potential, the business environment in Vietnam 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 enhancing the competitiveness and quality standards of domestic companies.