BBIA
Korea's Iconic Color Cosmetics Brand — Vietnam Market Success Story
From Market Entry to #1 K-Beauty Brand in Vietnam
Since launching BBIA in the Vietnamese market in 2015, ActsOne Vietnam has transformed the brand from an unknown Korean cosmetics line into one of the most recognized and loved K-Beauty brands in Vietnam, with flagship products achieving viral success across all platforms.
4M+
Units Sold in Vietnam
Top 10
Shopee Beauty Category
20B+
TikTok Views
Key Milestones
2015
Vietnam market entry — launched BBIA on e-commerce platforms with "Last Velvet Lip Tint" as hero product
2018
Last Velvet Lip Tint surpasses 300K units sold, becoming a best-seller in the lip tint category on Shopee
2022
Expanded to offline retail — secured placement in Guardian (108 stores), Watsons (9 stores), Beauty Box, and Sociolla
2024
Achieved 20B+ TikTok views through KOL/KOC campaigns and Spark Ads; expanded brand portfolio for 20s-30s target audience
2025
400+ offline retail points of sale across Vietnam; total cumulative sales exceed 4 million units
Shopee Mall
TikTok Shop
Lazada Mall
Guardian
Watsons
Live Commerce
hince
Modern Minimalist Beauty — Premium Market Entry
Launching a Premium K-Beauty Brand in Vietnam
In 2024, ActsOne Vietnam expanded its brand portfolio by introducing hince, a premium minimalist beauty brand targeting the growing 20s-30s Vietnamese consumer segment. Leveraging the EDGE Framework and E.T.A. Strategy, we're building an experience-driven brand presence from the ground up.
2024
Vietnam Launch Year
Premium
Market Positioning
Growing
Brand Presence
Strategy Approach
Phase 1
Seeding — Market research, product registration, initial KOC seeding campaign for brand awareness
Phase 2
Marketing — Experience-driven content creation, TikTok Spark Ads, KOL partnerships targeting premium beauty consumers
Phase 3
Branding — Offline retail expansion through Sociolla, Beauty Box, and premium retail channels
Shopee Mall
TikTok Shop
Sociolla
Beauty Box
EDGE Framework
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