Vietnam's beauty market has experienced remarkable growth over the past decade, and Korean beauty (K-Beauty) brands have been at the forefront of this transformation.

The Rise of K-Beauty in Vietnam

Vietnamese consumers, particularly in the 18-35 age demographic, have shown a strong preference for Korean cosmetics. This trend is driven by several factors:

• Korean Wave (Hallyu) — The influence of K-drama, K-pop, and Korean culture has created a strong affinity for Korean products
• Quality perception — K-Beauty products are perceived as high-quality, innovative, and safe
• Social media influence — Vietnamese consumers heavily rely on KOL/KOC reviews and TikTok content for purchase decisions

E-Commerce as the Primary Channel

With platforms like Shopee, TikTok Shop, and Lazada dominating the retail landscape, e-commerce has become the primary channel for K-Beauty distribution in Vietnam.

At ActsOne Vietnam, we've seen firsthand how experience-driven marketing outperforms traditional advertising. Our EDGE Framework is built on this insight.