GLOBAL BEAUTY BRANDS EYE OPPORTUNITIES IN VIETNAM

Vietnam’s fast-growing beauty and personal care market is attracting thousands of international brands, with a major industry exhibition in Ho Chi Minh City bringing together more than 3,000 brands from over 24 countries and territories.

The Vietbeauty, Cosmobeauté Vietnam and Beautycare Plus 2026 exhibitions in Ho Chi Minh City has attracted large numbers of customers and business partners seeking to explore products and opportunities for cooperation. Photo: N. Tri / Tuoi Tre

The Vietbeauty, Cosmobeauté Vietnam and Beautycare Plus 2026 exhibitions officially opened in Ho Chi Minh City on Thursday, bringing together 600 exhibitors from Japan, South Korea, the United States, France, Singapore and Vietnam, among others.

It is showcasing a wide range of beauty products, equipment, and technologies.

The exhibitions serve as a platform for businesses to connect, explore new technologies, and expand international cooperation as Vietnam’s beauty industry continues to grow.

Shortly after the opening ceremony, large numbers of visitors gathered at exhibitors’ booths to explore and try a variety of products and learn about new machinery and new technologies.

Some booths offered free samples of acne treatment creams, dark-spot treatment products, and make-up removers to visitors who checked in at their booths.

South Korean and Chinese brands accounted for a particularly large share of the exhibitors, including many major names in the beauty industry.

Speaking at the opening ceremony, Le Ton Dung, chairman of the Aesthetic Medicine Society of VSAPS (Vietnamese Society of Aesthetic Plastic Surgery), said the country’s beauty industry was entering a period of strong growth in both market size and consumer demand.

However, he said growth was accompanied by increasingly stringent requirements for safety, effectiveness, and professional expertise.

Emerging trends, including artificial intelligence-powered data analysis and personalized beauty services, regenerative medicine and minimally invasive aesthetic technologies, are gradually reshaping the industry, Dung said.

"This requires us to continuously update our knowledge, standardize professional skills, and strengthen international cooperation," he said.

Industry experts said Vietnam is emerging as one of Southeast Asia’s most promising beauty markets.

Visitors line up to check in and receive gifts at a booth.

According to Statista Market Insights, a German market data and forecasting platform, Vietnam’s cosmetics and personal care market generated approximately US$2.79 billion in revenue in 2025 and the market is expected to continue growing in the coming years.

Alongside strong market potential, Vietnam’s increasingly favorable business environment is creating opportunities to boost imports and exports and attract international investment, industry experts said.

One of the highlights of the exhibitions is the B2B VIP Buyer program, which is designed to facilitate business connections between exhibitors and potential partners.

Besides exhibition and trade areas, the event this year features scientific conferences, industry forums, and discussions on development trends and professional standards.

Source: Tuổi Trẻ News