Vietnam Face Wash Market Overview, 2029

The face-wash market in Vietnam is growing rapidly, buoyed by surging awareness of skincare, increasing disposable incomes, and the influence of global beauty trends. With more Vietnamese consumers turning conscious about their skin, there is a need for more types of products that can address particular skin needs such as acne treatment, oil control, and anti-aging. Vietnamese consumers are getting more and more sophisticated in their choices of skincare products, favoring multi-functional products that can cleanse deeply, hydrate, and have an anti-aging effect. Younger consumers, especially teenagers and young adults, are interested in face washes targeting general skin problems such as acne and oily skin. This age demographic is heavily influenced by social media and international beauty trends, especially K-beauty, so demand for unique products is high. Middle-aged consumers tend to prioritize anti-aging and moisturizing benefits, hence opting for premium products more frequently. There are gender differences, too: women drive the majority of face wash sales but the male grooming segment is developing fast. It is focused on products catering specifically to men's skin care needs. Competition in the Vietnam face wash market is stiff, with local and international players present. Thorakao, among other domestic brands, has carved a niche for itself with its economically priced, herbal-based products to target price-conscious consumers. There are lead roles which such brands play in the mass-market segment. The presence of international brands like Nivea, L'Oréal, and Garnier helps such companies to dominate the market. The companies tap into global expertise in order to market innovative products with a major emphasis on the needs of the local consumer. According to the research report "Vietnam Face Wash Market Overview, 2029," published by Bonafide Research, the Vietnam Face Wash market is expected to reach a market size of more than USD 342.47 Million by 2029. As urbanization increases, so does the exposure to pollution and environmental stressors; hence, the demand for effective skincare solutions is increased. With improved disposable incomes, consumers are able to use more personal care products, including face wash. Social media and beauty influencers further raised awareness and demands for skincare products by consumers. Due to the high competition between brands, it is hard for new comers to get a pace and also for the existing players to maintain their position in the market without innovation. The prevalence of counterfeit products, especially in online marketplaces, presents a major threat to consumer trust and brand reputation. The Ministry of Health requires that all face wash products should label clearly in Vietnamese the ingredients of the products, instructions for use, and warnings related to safety. Products whose benefits are specified, such as anti-acne or whitening, must be scientifically proved. This will expand the market, as continued e-commerce and social commerce growth make it easier for consumers across the country to gain access to a wide choice of face wash products. Online convenience combined with attractive promotions and comparison capability will continue to drive sales. The clean beauty trend, which emphasizes products free from harmful chemicals and synthetic ingredients, is gaining momentum in Vietnam. Consumers are increasingly seeking out face washes that are labeled as natural, organic, or free from parabens, sulfates, and artificial fragrances. This movement is driven by a growing awareness of the potential long-term effects of harsh chemicals on the skin and the environment.

The Vietnam face wash market is characterized by a diverse range of product types, each catering to specific consumer preferences and skin types. Among the most popular formats are cleansing foams, which have gained significant traction due to their effectiveness and convenience. Cleansing foams are the most popular face wash product in Vietnam, with over 50% of consumers preferring this format. These products are known for their ability to provide a deep cleanse while maintaining skin hydration. Brands like Pond's and The Face Shop have successfully tapped into this segment, offering a wide range of foaming cleansers that address various skin concerns such as acne, large pores, and dullness. The ease of application and rinse-off makes cleansing foams an attractive choice for consumers with busy lifestyles. Cleansing creams are another popular format in the Vietnam face wash market, particularly among consumers with dry or sensitive skin. These products are designed to gently remove impurities while providing nourishment and hydration to the skin. Cleansing gels are gaining traction in the Vietnam face wash market, particularly among consumers with oily or acne-prone skin. These products are known for their lightweight, refreshing texture and ability to effectively remove excess oil and impurities without stripping the skin. Brands like Cetaphil and La Roche-Posay have introduced cleansing gels to the Vietnamese market, offering formulations that are gentle yet effective in maintaining a clear complexion. Cleansing powders are a unique product type that has gained a niche following in the Vietnam face wash market. These powders are typically activated with water, transforming into a gentle foam that cleanses the skin without causing irritation. Cleansing powders are particularly popular among consumers with sensitive skin or those looking for a more natural alternative to traditional face washes. The Vietnam face wash market is segmented by application, addressing various skin types and concerns, including dry skin, oily skin, anti-acne, normal skin, and sensitive skin. For consumers with dry skin, face washes that emphasize hydration and nourishment are essential. Products often include moisturizing ingredients such as glycerin, hyaluronic acid, and natural oils to prevent the skin from feeling tight or irritated after cleansing. Brands like Cetaphil and La Roche-Posay offer formulations specifically designed to cleanse without stripping moisture, appealing to this demographic. Oily skin is a common concern among Vietnamese consumers, particularly in humid climates. Face washes targeting this skin type typically contain ingredients like salicylic acid, tea tree oil, or charcoal, which help control excess oil and prevent breakouts. Cleansing foams and gels are particularly popular, as they provide a refreshing cleanse without leaving a heavy residue. Brands such as Neutrogena and The Face Shop have tailored products that cater to oily skin, ensuring that consumers can maintain a balanced complexion. The anti-acne segment is one of the fastest-growing areas in the face wash market, driven by increasing concerns about acne and blemishes among young adults. Products in this category often feature active ingredients like benzoyl peroxide and salicylic acid, which target acne-causing bacteria and help reduce inflammation. For those with normal skin, face washes that offer a gentle yet effective cleanse are preferred. These products typically balance cleansing and hydration, making them suitable for everyday use. Formulations often include mild surfactants and soothing ingredients, catering to consumers looking for simplicity and effectiveness in their skincare routine. Sensitive skin requires special attention, and face washes designed for this demographic focus on minimizing irritation. Products are often fragrance-free and formulated with calming ingredients like aloe vera and chamomile. The face wash market in Vietnam is shaped by two primary distribution channels are e-commerce stores and retail stores, each playing a pivotal role in reaching consumers and influencing purchasing behaviors. The rise of e-commerce has significantly transformed the face wash market in Vietnam, particularly among younger consumers who are increasingly comfortable with online shopping. Platforms such as Shopee, Lazada, and Tiki have become popular for purchasing face wash products, offering a vast selection that includes both local and international brands. The convenience of online shopping, coupled with competitive pricing and frequent promotional campaigns, has made e-commerce an attractive option for consumers. Additionally, the ability to read reviews and compare products easily online empowers consumers to make informed choices. The COVID-19 pandemic further accelerated this trend, as more consumers turned to online shopping for personal care products, leading to a notable increase in sales through digital channels. Despite the growth of e-commerce, retail stores remain a crucial distribution channel for face wash products in Vietnam. Traditional retail formats, including supermarkets, health and beauty stores, and convenience stores, continue to dominate the market. Stores like Coopmart, VinMart, and local health and beauty shops provide consumers with immediate access to products, allowing them to physically inspect items before purchase. Retail stores are particularly important for consumers who prefer to shop in-person, as they often offer promotional discounts and loyalty programs that enhance the shopping experience. Moreover, the presence of knowledgeable staff in beauty stores can assist consumers in selecting products that best meet their skin type and concerns, further driving sales.

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Manmayi Raval

Research Consultant

Considered in this report • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • Face Wash market Outlook with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation By Product Type • Gel • Cream • Powder • Foam

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By Applications • Dry Skin • Oily Skin • Anti- Acne • Normal Skin • Sensitive Skin By Distribution Channel • E-commerce Stores • Retail Stores The approach of the report: This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Face Wash industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.