ENGENG
FAQ
+84 9323 494 34
MON - FRI : 09:00 AM-18:00 PM
MON - FRI : 09:00 AM-18:00 PM
+84 9323 494 34
contact@adtek.agency
FAQ
ENGEN
Press Enter to search, Esc to close

Vietnam Beauty and Personal Care 2026: Online Market, Sales Channels and Advertising Rules

October 28, 2026

In 2025, the Beauty category reached VND 74,486.76 billion on Vietnam's four major marketplaces, up 29.50% according to Metric, driven mainly by higher average prices while purchase volumes barely moved. Adtek's in-depth report sets Metric against YouNet ECI for each product group, analyses Shopee and TikTok Shop, shoppers, KOCs and affiliates and the new cosmetics advertising rules, then works out per-order profit and loss and a plan for 12.12 and Tet 2027. Data cut-off: 24 October 2026.

Inside the report:

  • Beauty sales on the marketplaces from 2023 to 9M 2026 according to Metric and YouNet ECI, shown side by side, with an explanation of why the two sources differ by 21% to 45%
  • Skincare, moisturisers, sunscreen, makeup and fragrance: size, leading marketplace, best-selling price bands and the share of official brand shops
  • Shopee and TikTok Shop market share by product group, leading brands, brand origin and seller fees as of October 2026
  • Online cosmetics shoppers: numbers, research journey, purchase channels and concern about counterfeits
  • KOCs, livestreams, affiliates and the rules on cosmetics notification, advertising and penalties, from the amended Advertising Law to Decrees 87/2026 and 90/2026
  • Per-order profit and loss for skincare, makeup and Tet gift bundles, a set of target metrics and a 15-week calendar to Tet 2027

Data compiled from Metric, Metric and UpBase, VnEconomy (citing Metric), Viet Bao (citing Metric), Znews (citing Metric), YouNet ECI and other sources. Updated November 2026.

    Download your report now!
    Complete the form below to download your FREE report

    Read This Next

    Measuring iOS app ads after ATT: SKAdNetwork, AdAttributionKit and why MMP numbers differ
    October 28, 2026
    Measuring iOS app ads after ATT: SKAdNetwork, AdAttributionKit and why MMP numbers differ
    Apple now recommends AdAttributionKit, while SKAdNetwork keeps running alongside it. How both frameworks report iOS installs, how to set them up with an MMP, why platform numbers never match the MMP, and what to check before raising UA spend.
    Enrollment marketing for international schools in 2027: measure qualified leads, not lead volume
    October 28, 2026
    Enrollment marketing for international schools in 2027: measure qualified leads, not lead volume
    International and bilingual K-12 schools in Vietnam should run 2027-2028 admissions on qualified leads and cost per qualified lead, not lead volume. Three operational changes, a funnel and channel plan, and a worksheet that starts from open seats.
    Meta brand lift study: setup, minimum budgets and how to read results
    October 28, 2026
    Meta brand lift study: setup, minimum budgets and how to read results
    Meta's Brand Lift compares a test group with a holdout group using the same survey question. Here is what it takes to run one in Vietnam ($29,000 minimum since September 15, 2026), how to set it up in Experiments and how to read lift, cost per brand lift and confidence.
    Measuring growth when ROAS drops: MER, CAC, LTV and how to read them
    October 27, 2026
    Measuring growth when ROAS drops: MER, CAC, LTV and how to read them
    Meta stopped returning 7-day and 28-day view data through its API in January 2026, and many dashboards now show conversions falling while orders hold steady. Here is how to read MER, new-customer CAC, LTV and CM3 before you cut budget.
    ChatGPT Ads in Vietnam: which industries should test now and which should wait
    October 26, 2026
    ChatGPT Ads in Vietnam: which industries should test now and which should wait
    ChatGPT Ads opened in Vietnam on September 23, 2026. Based on OpenAI's ad policies, here is which industries should test now, which should wait, what it costs and how to run a 14-day test.
    Live selling on TikTok Shop and Shopee Live in Vietnam: a 120-minute script, KPIs and break-even GMV
    October 23, 2026
    Live selling on TikTok Shop and Shopee Live in Vietnam: a 120-minute script, KPIs and break-even GMV
    A 120-minute live selling script for TikTok Shop and Shopee Live, five team roles, KPIs to check every 15 minutes, and a worked P&L showing break-even GMV and break-even ROAS for LIVE GMV Max.
    Vietnam personal data protection law 2026: what lead collection and remarketing must change
    October 22, 2026
    Vietnam personal data protection law 2026: what lead collection and remarketing must change
    Law 91/2025/QH15 and Decree 356 took effect on January 1, 2026, and Decree 330 has added fines since August 19, 2026. What marketers in Vietnam must change in lead forms, lead sharing, telesales, ZNS and remarketing, with sample consent wording and a checklist.
    Ecommerce app user acquisition in Vietnam: app advertising, first-order CPA and web to app
    October 22, 2026
    Ecommerce app user acquisition in Vietnam: app advertising, first-order CPA and web to app
    An ecommerce app is judged on first-order CPA and repeat purchases, not installs. When a brand app is worth it next to marketplace stores, a payback sheet in VND, deep links, voucher fraud rules and how to split UA from retargeting in the 9.9 to 12.12 season.
    Bank advertising and fintech marketing in Vietnam: user acquisition for digital banks, e-wallets and fintech apps
    October 22, 2026
    Bank advertising and fintech marketing in Vietnam: user acquisition for digital banks, e-wallets and fintech apps
    For a banking, e-wallet or fintech app in Vietnam, an install is only step 1: money comes after eKYC and the first transaction. How to set CPA by event, which State Bank rules shape the funnel, and how to stop referral and install fraud.