Global Market Surferby INTAGE Inc

[Generation Z in Asian Countries] Vietnam: Vegan cosmetics are attracting the attention of young Vietnamese people

① The situation with vegan cosmetics that are popular in Vietnam

Vegan cosmetics are currently attracting a lot of attention among young Vietnamese women, who are highly conscious of beauty and health. Vegan cosmetics are cosmetics that do not use any ingredients derived from animals and do not conduct animal testing.
They are widely distributed, from domestic brands to international brands, and there is no doubt that they will continue to spread, especially among the younger generation. In this article, we will take a closer look at popular vegan cosmetics brands in Vietnam and their appeal. We will also introduce the real trends in the beauty industry and why young people in Vietnam choose vegan cosmetics.

② “Vegan cosmetics” will be the trend in Vietnamese cosmetics in 2025.

According to the Global Viewer consumer database held by INTAGE, 51% of Vietnamese Generation Z women “carefully research the ingredients and effects of cosmetics when purchasing them”. This is the highest result in Southeast Asia.

C13S4. Top 1 ways of thinking about and values beauty (Source: Intage Global Viewer (2024))

Vietnamese women of Generation Z are showing a marked tendency to place more importance on the ingredients and effects of a product than on the brand. Before purchasing cosmetics, it has become common for them to thoroughly research the product ingredients via social networking services and online reviews. They tend to focus on ingredients that are gentle on the skin and have natural origins, and to avoid ingredients that are harmful.
The reason for this is that in Vietnam, there are many cases of fake products being sold online. It is thought that this experience has led to a tendency to be more cautious when making purchases.

Vegan cosmetics are not only a trend, but also a reflection of the lifestyles of Vietnamese women who are concerned about environmental issues and ethical values. Vegan products are made without using any ingredients derived from animals, and it is confirmed that they are not tested on animals. This not only satisfies the needs of consumers who value the effectiveness of products, but also the needs of a new generation of consumers who place importance on ethical values and social responsibility (such as environmental issues).

According to a joint study*1 by PRO Vietnam and market research company TGM Research, “Online Research Program on Waste Source Separation in Vietnam”, published in June 2024, it was reported that interest in vegan products is increasing, particularly among those with a high level of awareness of environmental issues, in large metropolitan areas such as Ho Chi Minh City and Hanoi.
However, when looking at Vietnam as a whole, young people's awareness of environmental issues is still at a low level. On the other hand, young people who are interested in environmental issues are taking positive action in the form of choosing vegan products and forming communities.

    1 https://tgmresearch.vn/tgm-pro-vietnam-bao-cao-phan-loai-rac-tai-nguon.html

What is interesting is that vegan products are not just an 'ethical' choice, but are also accepted by young people as 'fashionable' and 'trendy'. Even if they are initially adopted as a trend, there is a possibility that this will lead to an increase in awareness of environmental issues.
By promoting vegan products not only as “ethical products” but also as “stylish and attractive products”, companies can reach a wider range of young people. The spread of vegan products not only contributes to animal welfare and environmental protection, but also has the potential to encourage a change in the way young people think.
By developing products and marketing strategies that combine fashion and ethics, companies can raise awareness of vegan products and contribute to the realization of a sustainable society.

There is also a trend to gather information not just on keywords such as “moisturizing” and “skin whitening”, but also on specific usage and actual effects. For this reason, vegan cosmetics products that clearly display their ingredients and effects are becoming popular in the Vietnamese cosmetics market.
In an interview with the Vietnamese news site Tai Chinh & Thuong Hieu,*2 Diep Nguyen, CMO of the BERA Group, who has over 10 years of experience in the health and beauty industry in the US, said that the cosmetics trend for 2025 will be vegan cosmetics that use natural, safe, and environmentally friendly ingredients.
Other beauty trend articles also predict that natural and vegan cosmetics will be popular in 2025, and this year will definitely be a cosmetics trend that spreads in Vietnam.

    2 https://taichinhthuonghieu.com/xu-huong-my-pham-2025-theo-nhan-dinh-cua-cmo-diep-nguyen-bid558.html

② Not limited to products made in Vietnam, overseas products are also popular

Vietnamese Generation Z are not particularly picky about domestic brands when choosing vegan cosmetics. They tend to focus on whether the ingredients and effects suit them.
In Vietnam, many imported cosmetics are sold, especially in major cities such as Hanoi and Ho Chi Minh City, and young people are quick to catch on to information about overseas products. In particular, famous overseas brands that have been popular for many years tend to be chosen because they are highly trusted.

LUSH offers a wide range of vegan skincare products that everyone can enjoy, including alcohol-free lotions, vegan face masks made from natural ingredients, face washes and cleansers. Although the brand is 100% vegetarian-friendly, it also offers a number of vegan-friendly products.

The first store in Vietnam opened in Ho Chi Minh City in June 2023. As of February 2025, the brand has five stores in Hanoi and Ho Chi Minh City, and it has captured the hearts of Vietnam's Generation Z.

The British vegan cosmetics brand BODY SHOP, which has received vegan certification for all of its products, has expanded so widely that it has stores in shopping malls in all of Vietnam's major cities.

According to data from the Global Viewer consumer database, Western cosmetics brands in particular are highly rated by Vietnamese women of Generation Z, with 50.3% saying they are of good quality and 41.5% saying they are trustworthy. Japanese cosmetics brands also receive high ratings, with 47.2% saying they are of high quality and 38.8% saying they are trustworthy, even when compared to other countries.
At present, there are no Japanese natural or vegan cosmetics brands that are particularly well known in Vietnam. However, we hope that Japanese natural and vegan cosmetics will make inroads into the Vietnamese market in the future.

C14S4. Image of cosmetics brands in each country (Source: Intage Global Viewer (2024))

③ Top 3 Vegan Cosmetics Brands from Vietnam that have also expanded into Japan!

Vegan cosmetics are becoming increasingly popular in Vietnam, and in recent years, vegan cosmetics brands from Vietnam have also been gaining in popularity. Here, we will introduce some of the most notable vegan cosmetics brands from Vietnam.

Cocoon Vietnam is the most famous of the vegan cosmetics brands from Vietnam. It offers high-quality products that make use of the power of plants nurtured in the rich soil of Vietnam. Its outstanding quality is highly regarded both in Vietnam and abroad, and it won three awards at the 2024 ELLE BEAUTY AWARDS: “Best Skin Care Product”, “Best Natural Brand”, and “Best Innovation”*3.

    3 http://doisongvanhoa.com/tin-tuc/giai-thuong-elle-beauty-awards-2024-15086.html

We have products in four categories that utilize plant-derived ingredients from Vietnam.

Turmeric Serum

This serum contains a high concentration of 22% vitamin C derivative and turmeric, which has long been valued for its health and beauty benefits. The synergistic effect of these ingredients brings out the natural radiance of the skin. Vitamin C derivative is expected to inhibit the production of melanin and brighten the skin tone. In addition, turmeric, which has excellent antioxidant properties, prevents skin aging and maintains healthy skin.

Dak Lak Province Vietnamese Coffee Series

The Daklak region in central Vietnam is known as a producer of aromatic coffee beans. This scrub uses Daklak coffee beans in abundance. The natural caffeine contained in the coffee beans has a relaxing effect and also promotes blood circulation. The coffee bean particles gently remove dead skin cells, leaving the skin smooth and silky. Furthermore, the formula is gentle on sensitive skin, making it suitable for a wide range of skin types.

Winter Melon Skin Care

冬瓜を使ったスキンケアシリーズ。2024年ELLE BEAUTY AWARDSで最優秀スキンクレンジング製品賞を受賞。カボチャエキス、ペニーワート、ティーツリーオイルを配合しており、脂性肌やニキビができやすい肌に特に効果的。

Pomelo Hair Care

A citrus-based hair care series that does not contain alcohol. It contains vitamin B5, xylocin, and amino acids, and not only reduces hair loss, but also penetrates the hair with nutrients to repair damaged hair. The result is soft and fluffy, yet resilient.

Cocoon Vietnam has actively adopted influencer marketing to improve brand recognition. It has hired famous Vietnamese influencers such as Khoai Lang Thang, Đào Bá Lộc, and Trinh Phạm, as well as rapper Suboi, to appeal strongly to Generation Z youth.
In December 2024, the brand also made its debut in the Japanese market. It held a pop-up store at the Kobe Marui department store, which attracted a lot of attention. It is expected that the brand will continue to expand its presence not only in the Japanese market, but also around the world.

Nau Nau, a cosmetics brand established in 2013 by aromatherapy expert Huynh Hai Yen, uses natural Vietnamese ingredients to create environmentally friendly products.
The company owns its own herb farm and manufacturing plant in Lam Dong Province, which is located in the mountainous region of southern Vietnam. In order to thoroughly control the quality of its products, the company conducts its own research and production of herbs.

NauNau products are researched and developed based on the climate, soil and skin characteristics of Vietnam, and they are highly rated by Vietnamese youth. In addition, the simple yet sophisticated design is one of the appeals of the brand.
The “Scents of Vietnam” series from Y25- Artisan De Parfum, a perfume brand founded by Ms. Huynh Hai Yen, the owner of NauNau, is very popular.

In this series, you can enjoy scents that express the characteristics of each city, such as Hanoi (the capital), Nha Trang (a seaside town), Hue (an ancient city), and Ho Chi Minh City (the largest commercial city in the south). They are also popular as souvenirs from Vietnam.
*Y25- Artisan De Parfum is also sold at NauNau.

Cococherry Mộc An is a vegan cosmetics brand established and developed by a team of pharmacists from Hanoi University of Pharmacy. It uses a wide range of natural ingredients from Vietnam, including green tea, coffee, bitter gourd, turmeric, green butter, rice bran, and coconut oil.

The company's approach to product creation is to eliminate unnecessary additives to the greatest extent possible. As the safest and most effective natural skincare products for the Vietnamese people, they have gained strong support from Vietnamese women of Generation Z.

④ Conclusion

The trend for vegan cosmetics, which is spreading mainly among Vietnam's Generation Z, is not just a passing fad, but reflects a growing awareness of the need for a sustainable society and the changes in consumer behavior that this entails.
Vietnam is a country with a large Buddhist population, and the days of the new and full moon in the lunar calendar (the 1st and 15th of each month) are considered to be vegetarian days. This may be one of the reasons why the trend has spread, as there is less resistance to veganism.
In addition, social networking marketing is developing rapidly in Vietnam, and effective marketing strategies aimed at Generation Z are contributing to the growing popularity of vegan cosmetics.

Furthermore, the growth of the vegan cosmetics market has the potential to spread to related industries. For example, the cultivation and supply of natural ingredients, the development of eco-friendly packaging, and the expansion of salons and spas that promote clean beauty are expected to further expand the market in the future.
For young people in Vietnam, vegan cosmetics are currently spreading with the image of being 'fashionable', 'trendy' and 'highly safe'. However, I hope that in the future, awareness of environmental issues and ethical values (such as not conducting animal testing) will increase, and that a deeper understanding and sympathy will spread.
Of course, vegan cosmetics are not just a passing fad, and many of them are attractive products in terms of the raw materials used, quality and effectiveness. There are many excellent products that are so good that you would want to use them even if they weren't vegan cosmetics. The vegan cosmetics market in Vietnam is still in the early stages of growth, but its potential is immeasurable.

Translated with AI Translator

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A service that provides reports tailored to your needs, using questionnaire data on the various circumstances and attitudes of consumers in 11 countries (Asia and the US) that INTAGE has in stock.
The items covered include 400 items on the actual circumstances and attitudes of consumers regarding various product and service categories (*), as well as their values and information contact.

(*) Examples of categories:
Food and beverages, personal care and cosmetics, household care, childcare and nursing care, mobility, home appliances, smart homes, housing, entertainment content (games, music, etc.), finance, insurance, travel (inbound to Japan), online services, etc.

In addition to the country-by-country comparison analysis introduced in this article, it is also possible to conduct analysis by attribute (sex, age, income, etc.) within a single country.
For details, click here.

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  Author profile

  TNC Lifestyle Researcher

  I have lived in Vietnam for 15 years. I am a stay-at-home mother who provides information about Vietnam, including travel and lifestyle information. I became interested in Vietnamese cosmetics and now enjoy comparing various Vietnamese cosmetics.

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  Editor profile

  Chew Fong-Tat

  A Malaysian who has lived in Japan for 14 years. He is in charge of creating the Global Market Surfer website.

• Mar 17, 2025
• 1078 Views