4 Local Cosmetic Brands That Are Turning Heads in Vietnam’s Beauty Scene

The beauty scene in Vietnam has been evolving in recent decades with the emergence of more local cosmetic brands. With the rising trend of local brands creating products catering to Vietnamese’s beauty needs, it is no surprise that the country’s cosmetic industry is projected to experience progressive growth in the coming years. According to Statista, the revenue of the cosmetics segment in Vietnam amounted to US$399.3 million in 2021 and the market is projected to grow annually by 4.4% (CAGR 2021-2026).

Here are 4 inspiring cosmetic brands (in alphabetical order) that are dominating Vietnam’s local cosmetics market.

CO MEM Natural Cosmetics Jsc

Natural cosmetics brand CO MEM was founded in 2015 by a team of pharmacists passionate about various traditional herbs from ancient Vietnam. CO MEM applies modern science to traditional herbal medicine to develop personal care products.

CO MEM is one of the most trusted Vietnamese natural cosmetics brands. The brand's products are 100% non-toxic, safe, and environmentally friendly. The use of local materials and cultural elements bring traditional cultural value to the brand. Most of CO MEM's customers and partners stated that they are regarded as a family by the company's employees.

After six years of ongoing operations, CO MEM is now a well-known and trusted brand in the Vietnamese market. It currently has a factory, office, and 17 stores nationwide with 170 employees. The brand has successfully educated customers about safe natural cosmetics and it also advocates the movement of using environmentally friendly products by reducing waste and using recyclable packaging. Furthermore, CO MEM has started a program where customers can exchange used bottles for green plants at CO MEM stores.


Cocoon is a company of nature lovers who have a strong passion for discovering familiar ingredients in Vietnamese daily life to incorporate into cosmetics. The brand’s products are 100% vegan and formulated without harmful chemicals such as parabens, formaldehyde, phthalates, hydroquinone, triclosan, etc.

Cocoon is the "home" to take care of the Vietnamese's skin and hair. The brand caters to the growing green lifestyle trend by researching and constantly launching 100% vegan products that retain all the nutrients of Vietnamese plants while still being safe, gentle, free from animal cruelty and testing.

Cocoon is the first Vietnamese cosmetics brand to be approved by the Leaping Bunny program of Cruelty-Free International. The brand’s products are approved under both the Leaping Bunny and PETA programs. Cocoon products are also registered by The Vegan Society, which is one of the most prestigious certifications for products free from animal-derived ingredients and animal testing.

HappySkin Vietnam Corporation

Established in 2015, HappySkin Vietnam Corporation (HappySkin) is aimed at providing the beauty community with information and direction for cosmetic consumption in the potential Vietnam market. It is building an O2O business in Vietnam's beauty industry that focuses on skincare, spa and beauty products as key business models. Its core business is a DTC cosmetics brand called “Emmie By HappySkin”

HappySkin is considered to contribute to the knowledge orientation for beauty and skincare fans in the Vietnamese market. Over the past 5 years, HappySkin has gained a trusted reputation in the beauty community through its website and social media which has 1 million fans and followers. Moreover, the brand continuously improves the customer experience by developing a utility application with various functionalities such as a skin test, skin consultation, product review, shopping, spa booking, skin diary, cosmetics bag, etc. The app helps to personalise the customer journey and enhance the brand’s beauty solution.

Emmie By HappySkin was originally built with the message, "Feel happy in your own way, and let your skin feel the same". The community activity and business models are oriented towards the mission of spreading the value of "Happy skin", according to the brand. HappySkin’s products are FDA-certified, CE-certified and RoHS-certified, and the company has received numerous awards and recognitions for its achievements.

M.O.I Cosmetics

M.O.I Cosmetics was co-founded in 2018 by CEO Lam Thanh Kim and Vietnam's leading singer and beauty icon Ho, Ngoc Ha. M.O.I is Vietnam's first local professional cosmetic brand that meets international standards and has reasonable prices. The brand always accompanies the world's leading cosmetic experts and beauty icons to create quality product lines. Along with its availability in several physical stores, the brand also has a nationwide distributor system and strong online platforms to expand its reach.

M.O.I is specifically designed for Vietnamese and Southeast Asian women. Its high-quality products are made in South Korea and are affordable and formulated for the region's tropical climate. The brand aims to inspire a positive active lifestyle for Vietnamese women.

Since its establishment, M.O.I has grown into the most popular beauty brand in Vietnam and sold nearly 2 million products in only 3 years. The brand has been gaining tremendous success in recent years with year-over-year (YOY) sales growth which tops those in prior years. Additionally, the brand has already identified basic skincare products as the next step of M.O.I in the far future, aiming to expand product lines to serve the target audience throughout their life cycle including makeup products, skincare products and dietary supplements.