{"id":8266,"date":"2026-10-28T12:40:18","date_gmt":"2026-10-28T05:40:18","guid":{"rendered":"https:\/\/adtek.agency\/?post_type=mona_reports&#038;p=8266"},"modified":"2026-10-28T12:40:18","modified_gmt":"2026-10-28T05:40:18","slug":"vietnam-beauty-personal-care-2026","status":"publish","type":"mona_reports","link":"https:\/\/adtek.agency\/en\/reports\/vietnam-beauty-personal-care-2026\/","title":{"rendered":"Vietnam Beauty and Personal Care 2026: Online Market, Sales Channels and Advertising Rules"},"content":{"rendered":"<p>In 2025, the Beauty category reached VND 74,486.76 billion on Vietnam&#x27;s four major marketplaces, up 29.50% according to Metric, driven mainly by higher average prices while purchase volumes barely moved. Adtek&#x27;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.<\/p>\n<p><strong>Inside the report:<\/strong><\/p>\n<ul>\n<li>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%<\/li>\n<li>Skincare, moisturisers, sunscreen, makeup and fragrance: size, leading marketplace, best-selling price bands and the share of official brand shops<\/li>\n<li>Shopee and TikTok Shop market share by product group, leading brands, brand origin and seller fees as of October 2026<\/li>\n<li>Online cosmetics shoppers: numbers, research journey, purchase channels and concern about counterfeits<\/li>\n<li>KOCs, livestreams, affiliates and the rules on cosmetics notification, advertising and penalties, from the amended Advertising Law to Decrees 87\/2026 and 90\/2026<\/li>\n<li>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<\/li>\n<\/ul>\n<p>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.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Adtek&#8217;s in-depth report on beauty and personal care on Vietnam&#8217;s e-commerce marketplaces in 2026: market size from Metric and YouNet ECI, product groups, Shopee and TikTok Shop, shoppers, KOCs and affiliates, cosmetics advertising rules, per-order profit and loss, and a plan for 12.12 and Tet 2027.<\/p>\n","protected":false},"author":4,"featured_media":8265,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"Adtek's Vietnam beauty 2026 report: marketplace size, product groups, Shopee and TikTok Shop, KOCs, cosmetics ad rules, order economics and a Tet 2027 plan.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_opengraph-image":"","_yoast_wpseo_opengraph-image-id":"","_yoast_wpseo_twitter-image":"","_yoast_wpseo_twitter-image-id":"","inline_featured_image":false,"footnotes":""},"category_reports":[17],"field_reports":[227],"year_reports":[210],"class_list":["post-8266","mona_reports","type-mona_reports","status-publish","has-post-thumbnail","hentry","category_reports-market-research","field_reports-beauty","year_reports-210"],"adtek_wpml":{"language":"en","trid":"29740","translations":{"vi":8263,"en":8266},"version":"1.1.0"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - 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