PART I: STRATEGY OVERVIEW AND QUANTITATIVE DATA (THE GOLDEN LAND)
1. Vietnam Beauty Market Picture 2026: Leverage Skincare for Men
The Vietnamese cosmetics market is facing strong growth, with the men's skin care segment (Men-Care) emerging as a key driving force. This development is not just a temporary trend but a structural shift in consumer behavior, supported by a stable macroeconomic context.
1.1. Overall market value and Importance of the Men-Care segment
The scale of the Vietnamese cosmetics market is assessed to have an impressive growth rate, reaching an average of 30% per year, similar to the overall growth rate of the Mekong region. Steady economic growth and an expanding middle class have significantly improved personal incomes, boosting spending power on personal care products. Consumers are increasingly willing to pay higher budgets to own quality cosmetics, with clear origins and suitable for specific needs.
Despite high growth rates, the average spending per capita on cosmetics in Vietnam is still very modest. When compared to Korea—the country with the leading developed beauty market—the average spending level of Koreans is about 6.5 times that of Vietnamese people. This large spending gap represents a huge growth potential for brands in Vietnam, especially in emerging segments such as Men-Care.
In terms of price structure, the low-cost segment under 500,000 VND accounts for 80% of the industry's market share. Among them, products in the price range of 200,000 - 500,000 VND are the segment with the highest sales, accounting for 35% of the market share. Men-Care products strategically positioned within this price range have the potential to maximize revenue and profit margins, meeting the affordability of the expanding middle class.
1.2. Breakthrough Growth Rate Analysis of Men-Care (GMV)
The men's skin care segment is becoming a new growth driver. Data from the first half of 2025 (H1/2025) shows a clear boom: Market revenue reached 259 billion VND, recording an impressive growth rate of 47% compared to the same period last year (H1/2024 only reached 176 billion VND).
This trend is confirmed to be sustainable, not a seasonal effect, shown through the comparison of revenue by year. period:
H1/2025:Revenue reached 259 billion VND.
Growth rate compared to the same period last year (H1/2024): 47%
Growth rate compared to the second half of the previous year (H2/2024): 17%
H2/2024: Revenue reached 221 billion VND.
H1/2024: Revenue reached 176 billion VND.
The revenue growth rate is higher than the growth rate of the number of new users, showing that men are spending more on quality products. With an estimated 20 million potential male customers aged 18-45, this segment is the convergence of economic growth, increased income, and changing social standards regarding appearance.
PART II: TARGET CUSTOMERS AND PRODUCT ORIENTATION (INSIGHT & INNOVATION)
2. New Consumption Behavior of Modern Men: From Fear to Investment
The boom of the Men-Care market cannot be separated from the profound change in the psychology and habits of Vietnamese men. Understanding barriers and drivers is the key to building an effective marketing strategy.
2.1. Analyzing Psychological Barriers and Motivations for Change
The biggest barriers to specialized skin care in Vietnamese men are still psychological factors and habits. Many people still view skin care as "nasty" or a woman's job, fearing it will reduce their masculinity. Most current habits just stop at washing your face with water.
However, the way of thinking "it's okay" is no longer suitable for the image of a modern man. Strong social forces are driving change:
Pressure on Appearance and Performance: Men are increasingly aware that healthy skin reflects health and performance. In fields that require high communication such as service, sales, or finance, a well-groomed appearance creates sympathy and professionalism.
The Influence of Social Networks: Social networks have normalized men's skin care. Male KOLs in many fields continuously share simple, effective skincare processes.
Discreet and Convenient Shopping: E-commerce (e-commerce) has helped men overcome psychological barriers when shopping for skin care products. Online shopping, especially on TikTok Shop and Shopee, brings convenience, speed and most importantly discreet.
Marketing strategies need to directly address this psychological barrier by conveying the message that skin care is simply "cleansing your face" and is an essential personal care step, in no way detracting from masculinity.
2.2. Gen Z and Millennials: The Trend-Setting Generation
The two generations Gen Z (1997–2012) and Millennials (1981–1996) are the driving force in the Men-Care market, accounting for 70% of consumers in this segment.
Gen Z (Influence Generation): Growing up in a social network environment, they view skin care as a daily habit. day and is strongly influenced by viral trends on TikTok and Instagram. They look for uniqueness, personalization, and prefer youthful, modern, and easy-to-use packaging.
Millennials (Quality Generation): Have more stable income, are willing to pay for high-end products, and focus on anti-aging solutions. They are conscious shoppers who prioritize brand sustainability and social responsibility.
2.3. Shopping Habits and Repurchase Frequency
Modern men's shopping habits lean towards optimal solutions. Data shows that 72% of revenue comes from purchasing skin care combos, primarily basic packages that include cleanser, moisturizer, and sunscreen.
Combo sales not only help increase average order value (AOV) but are also an effective customer education tool. Thanks to the use of high-quality products and good experiences, the frequency of repurchasing basic products such as facial cleansers and moisturizers has improved significantly.
PART III: NEW CONSUMER WAVES AND EXPLOSING SEGMENTS (PRODUCT & CHANNEL STRATEGY)
3. E-Commerce Map: Leveraging the Power of TikTok Shop & Shopee
E-commerce and social networks are the strongest factors driving consumption. The shift in e-commerce market share is reshaping the distribution and marketing strategy for the Men-Care segment.
3.1. TikTok Shop's Strategic Domination in Men-Care
Revenue distribution by e-commerce platform shows the undeniable boom of TikTok Shop in the Men-Care segment:
TikTok Shop: Strong growth from 56% (H1/2024) to 66% (H1/2025), demonstrating absolute dominance in the segment Men-Care.
Shopee: Market share decreased from 41% (H1/2024) to 33% (H1/2025).
Lazada & Others: Market share stabilized or decreased slightly, remaining at a low level.
TikTok Shop's dominance comes from its ability to perfectly meet men's new consumer behavior gender. Men prefer a quick, concise, and intuitive approach to information. TikTok Shop, through short review videos and livestream sales trends, has become an ideal product discovery channel. Typically, the Rhys Man brand, leading the Hybrid trend, had up to 94% of revenue recorded on TikTok Shop in H1/2025.
3.2. The Strongest Men-Care Product Segment: Hybrid Products
The Men-Care segment is growing in two main directions:
Basic Skincare (The Basics):The core needs still revolve around cleansing (facial cleanser), moisturizing, and sun protection. These are the foundational products in every sales combo.
Hybrid Products: This is the most powerful breakthrough trend. Men prioritize multi-functional (all-in-one) products such as shower gel combined with perfume, or multi-step skin care products, meeting the need for a short 3-4 step skincare process, suitable for the psychology of not wasting time.
3.3. Intensive Formula Orientation for Vietnam's Climate: Oily and Acne Skin
Vietnam has a tropical monsoon climate, making oily skin, acne and clogged pores common in men. To maximize product effectiveness and drive repurchase frequency, brands need to localize formulas that focus on solving this problem.
Optimal formulas for Vietnamese men need to contain active ingredients that address excess oil and acne, while maintaining a light, fast-absorbing texture:
BHA/Salicylic Acid: Is a strategic ingredient in cleansers, exfoliants or toners. BHA is oil-soluble, has the ability to clean sebum deep in pores, effectively supports acne treatment and oil control.
Niacinamide (Vitamin B3): Multi-purpose ingredient, recommended in serums and moisturizers, helps balance the amount of oil on the skin, reduces sebum secretion, tightens pores, and fades acne scars. Romano, a traditional brand, has also begun integrating Niacinamide into its facial cleansers to meet this need.
Product texture: The formula must be light (gel, liquid, essence), absorb quickly, not cause greasiness, create a cool feeling on the skin, this is completely in line with men's preferences for convenience and minimalism.
PART IV: STRATEGY TO EXPLOIT COMPETITIVE GAPS FOR DOMESTIC BRANDS (LOCALIZATION & SEO)
4. Exploiting the Competitive Gap: A Golden Opportunity for Domestic Brands
The rise of Men-Care opens up a potential market of hundreds of billions of dong each year, but currently there still exists a large competitive gap: Domestic brands have not yet fully exploited the specialized Men-Care product line and face the challenge of awareness.
4.1. Current Status and Advantages of Vietnamese Brands
The success of pioneering domestic brands in capturing Men-Care market share is proving this opportunity, with strategic positioning:
Rhys Man (Rank 1): Leading the Hybrid trend, growing by 40%. Strategy focuses on TikTok Shop channel (94% of revenue) to take advantage of multi-purpose product trends and viral channels.
Romano (Rank 2): Successfully transitioned from hair/body products to Men-Care. Balanced strategy between Traditional Channels and E-commerce, exploiting mature customer base.
Nerman (Rank 3): Emerging brand, focusing on the affordable segment. Strategy to optimize Shopee channel (99% of revenue) to dominate the popular price segment.
Domestic brands have a great advantage in the ability to research and develop flexible products, quickly adapting to male customer insights and Vietnam's climate conditions.
4.2. Case Studies on Breakthrough Strategies
Homegrown brands have proven that Combo product strategies and Channel focus are the keys to effectively exploiting the market:
Rhys Man & Hybrid/TikTok Strategy:
Products: Focus on products Multi-functional and body care products with perfume elements (Hybrid), suitable for men's quick and convenient shopping mentality.
Distribution Channel: Achieved 94% of revenue on TikTok Shop, proving outstanding order conversion ability when combining short videos (mini KOC) and livestream sales.
Nerman & Strategy Price/Combo:
Product: Focus on 3in1/4in1 essential products (shower gel, men's hygiene gel, deodorant spray) and lip balm line.
Price Strategy: Apply strong discount pricing strategy (discounting) for product combos (up to 33% discount for Elegant Combo) to attract customers new and encourage purchasing the complete solution set. This brand dominates the affordable segment on Shopee.
Fanmen & Low Price Strategy and Simple Process:
Products: Focus on deep cleaning and deodorizing lines. The highlight is offering combos with deep discounts (for example: Shower Gel + Shampoo Combo 55% off) to encourage trial.
Positioning: Specializing in Deep Cleansing with many products with high-end perfume, positioned in a very accessible price segment.
4.3. Overall SEO Standard Marketing & Content Strategy
The Marketing goal for Men-Care is not only to sell products but also to educate the market and build trust. Brands need to become a trusted source of information for men transitioning from "disinterested" to "informed investing."
To achieve search dominance and increase authenticity, many brands are seeking support from partners with expertise in Digital Marketing. Units like Tan Phat Digital can help build SEO-standard Content Authority and optimize campaign effectiveness.
Branding Simplicity is a core element. Brand Voice needs to be strong, minimalist, and focused on results.
Content and Channel Orientation:
Use Content Authority to solve problems: Content needs to revolve around keywords that solve specific pain points (e.g., "Skincare for men with oily, acne-prone skin," "3-step Routine for men," "How to control oil on men's facial skin"). This not only optimizes search engines (SEO) but also meets the need for new consumers to find solutions.
Take advantage of Comparison and Scoring Content: Content types that compare, rate products, or review from many different customer groups are popular, helping men make quick purchasing decisions.
Influencer Marketing Authenticity: Brands catch on forced to use real male KOLs, sharing authentic processes and experiences, without acting, to build trust and remove psychological barriers of fear. Take advantage of Mini KOCs on TikTok and Shopee Live to increase conversion rates.
Optimize E-commerce Experience: Brands need to optimize a strong, masculine product image, and ensure a discreet, convenient purchasing experience on both TikTok Shop and Shopee platforms.
5. Strategy Summary and Priority Action Recommendations (2026)
The Vietnamese Men's Skincare market has completed the potential stage and entered a period of explosive growth, quantified by 47% revenue growth in H1/2025. This shift is led by Gen Z and Millennials.
The competitive gap for domestic brands is a real "golden land" if they can specialize in products and optimize multi-channel strategies.
5 Priority action recommendations for pioneering brands (2026):
Channel Focus Strategy: Budget allocation Powerful Marketing and Livestream strategy for TikTok Shop. Build visual content, focusing on quick results to fully exploit its role as an instant discovery and shopping channel for men.
Invest in Innovation (Hybrid Products): Develop multi-functional products (All-in-one) such as integrated face wash/moisturizer/sunscreen, shortening the process to 3-4 steps. This is a leading trend, helping to overcome the psychological barrier of time.
Specialized Formula Positioning Strategy: Focuses on formulas for oily and acne-control skin, using active ingredients such as Niacinamide and BHA/Salicylic Acid. The formula must be light, absorb quickly, creating a competitive advantage compared to international formulas that are not suitable for Vietnam's climate.
Order Value Optimization (Combo Strategy): Design basic 3-4 step Combo packages (Face wash + Moisturize + Sunscreen) with attractive prices, optimizing AOV in the range of 200,000 - 500,000 VND. Combo strategy is the key to building a sustainable skincare habit.
Building Reputation (Authentic KOLs & Content Authority): Building SEO-standard Content Pillar around problem-solving keywords. Partner with real male KOLs to increase authenticity and build a strong, masculine Brand Voice, helping to overcome the psychological barrier of "losing masculinity".
Here are the most frequently asked questions from men when starting their skin care journey, along with practical recommendations for salespeople:
Q1: Does male skin need to apply all the skincare steps like women? Recommendation: Not necessary. Men only need to ensure 3 core basic steps: Cleanse, Moisturize and Sunscreen. Because men's skin is thicker, secretes more oil, and has a different pH level than women, simplifying the skincare process is a key factor in forming habits. Start with the 3-step combo, then add serum or toner as needed.
Q2: Does oily skin need moisturizing? I'm afraid my skin will become more oily. Recommendation: Absolutely necessary. This is one of the biggest mistakes men with oily skin make. When the skin lacks moisture, the sebaceous glands will automatically secrete more oil to compensate, making the oily skin condition worse. Customers with oily skin should choose gel, lotion, oil-free moisturizing products, containing Niacinamide or Hyaluronic Acid to balance moisture and control oil.
Q3: How many times a day is enough to wash your face to control oil? Recommendation: Maximum 2 times a day (morning and evening) is enough for most men. Washing your face too often, especially with regular soap, will break down the skin's natural protective barrier (pH), causing dry skin and stimulating oil glands to work harder. If your skin is too oily in the middle of the day, use oil-absorbing paper instead of washing your face again.
Q4: Should women use skincare products? Recommendation: Can be used but not optimal. Products for men are designed to address the characteristics of thicker skin, increased oil secretion and tendency towards larger pores. Women's products often have heavier textures or inappropriate scents. If possible, priority should be given to using specialized products for men to achieve optimal results and help consumers feel more comfortable.
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