Ho Chi Minh City Beauty & Cosmetics Exhibition, Vietnam

The CosmoBeaute Vietnam 2025 Beauty and Cosmetics Exhibition was successfully held from July 24 to 26 at the Saigon Exhibition & Convention Center (SECC) in Ho Chi Minh City. Hosted by Informa Markets Vietnam and co-located with Vietbeauty, this event is the most significant annual trade show for the beauty industry in Southeast Asia.

Exhibition Space and Exhibitor Numbers Reach New Heights. This year’s exhibition spanned 17,600 square meters, an increase of over 30% compared to previous editions. It brought together more than 700 exhibiting companies from 25 countries and regions, showcasing over 3,000 brands. International brands accounted for 45% of the total, featuring global giants such as Estée Lauder and Lancôme alongside leading Vietnamese enterprises like Saigon Cosmetics Corporation, highlighting the exhibition’s unique blend of international appeal and local prominence. Companies from South Korea, Japan, Singapore, Thailand, China, the United States, France, Italy, and other nations actively participated.

Significant Growth in Attendance and Global Reach. Over the three-day period, the event welcomed 12,500 professional B2B buyers and visitors, underscoring its strong industry appeal. Attendees represented a diverse spectrum, including beauty chain operators, spa centers, cosmetics retailers, department stores, e-commerce platforms, beauty salon networks, medical institutions, and industry media. The organizers also hosted a series of concurrent events, such as industry seminars, beauty skills competitions, and perfume-making workshops.

Chinese Exhibitors Shine, Accelerating Brand‑Driven Transformation. An increasing number of Chinese companies showcased their own branded offerings, moving beyond traditional OEM models. Through strategic brand positioning and high‑quality custom booths, they focused on high‑value segments such as beauty devices, skincare products, and color cosmetics. This trend reflects Chinese beauty firms’ proactive efforts to tap into the Southeast Asian market and capture greater premium value. As the official designated agent for the exhibition, Xintian Exhibition organized participation by numerous reputable Chinese enterprises, injecting fresh momentum into Sino‑Vietnamese cooperation within the beauty sector.

Taiwanese Delegation Establishes National Pavilion. The Taichung City Cosmetics Industry Association led six member companies to participate, setting up a dedicated Taiwan pavilion that featured innovative products spanning skincare, OEM/ODM services, color cosmetics, and personal care items. Throughout the three days, the Taiwan pavilion drew substantial interest from Vietnamese buyers and those across neighboring ASEAN countries.

Gwangju, South Korea, Reaps Rich Rewards. Gwangju Technopark coordinated the participation of five regional companies—Aribieu, Minafay, Prime Derma, AANT, and Noah Cosmetic—yielding notable outcomes: Minafay signed a $100,000 export agreement with Erada Vietnam JSC, a Vietnamese beauty equipment firm; Prime Derma partnered with KBIT LVTH Aesthetic; and Aribieu reached agreements worth $100,000 each with An Sinh Hospital, bringing the total value of export contracts to $300,000. During the exhibition, more than 300 export consultations were conducted, totaling approximately $5 million in potential business opportunities.

Tech‑Driven Beauty Emerges as a Central Highlight. A specially curated “Future of Beauty Technology” zone became a major draw, showcasing cutting-edge innovations such as AI‑powered skin analyzers, 3D‑printed beauty products, and home‑use radiofrequency devices, offering visitors immersive experiences with the latest advancements. Cultural elements, including locally inspired creations like beer‑infused fragrances and mango‑based custom scents, further underscored the interplay between global perspectives and regional identity. Additionally, the exhibition launched the “Waste to Wealth” initiative, promoting sustainable practices in the beauty sector.

Concurrent Summits Focus on Regional Compliance and Innovation. Alongside the main exhibition, the “Southeast Asia Beauty Compliance Summit” and the inaugural “ASEAN Beauty Innovation Summit” convened experts from regulatory bodies, brand owners, and supply chain stakeholders. Discussions centered on Vietnam’s Ministry of Health certification procedures, new halal‑certification regulations, and strategies for regional resource integration, providing practical guidance for international brands seeking entry into the Southeast Asian market. Meanwhile, the Viebeauty seminar series addressed topics such as raw material innovation and retail distribution, helping industry participants stay ahead of market trends.

Strong Positive Feedback from Exhibitors and Industry Participants. Phuong Pham, Project Director at Informa Markets Vietnam, emphasized the immense potential of Vietnam’s cosmetics market, attracting global companies eager to establish partnerships for manufacturing, distribution, and packaging. The Taichung City Cosmetics Association noted that this participation was supported by subsidies from Taiwan’s Ministry of Economic Affairs’ International Trade Administration, reflecting government recognition of efforts to promote international exhibition activities and underscoring its ongoing role as a bridge between Taiwan’s beauty industry and the global marketplace. Attendees unanimously agreed that CosmoBeaute Vietnam, as Southeast Asia’s most influential specialized beauty expo, has become a strategic platform for global beauty brands to showcase products, connect with customers, gain insights into emerging trends, and expand their presence within the ASEAN market.