Vietnam Ho Chi Minh Beauty Exhibition

The Vietbeauty & Cosmobeauté Vietnam 2025 was successfully held from July 24 to 26 at the Saigon Exhibition and Convention Center (SECC). Hosted by Informa Markets Vietnam and co-located with Beautycare Plus, this event is the most significant annual B2B trade show in Vietnam’s beauty industry.

Exhibition space and exhibitor numbers reached new record highs. This edition featured 17,600 square meters of exhibition space, an increase of over 30% compared to previous years, bringing together 700 exhibiting companies from 24 countries and showcasing more than 3,000 international brands. The exhibitor lineup demonstrated a high degree of internationalization, with international brands accounting for 45%—including global giants such as Estée Lauder and Lancôme, alongside leading Vietnamese players like Saigon Cosmetics Corporation. Companies from Japan, South Korea, Singapore, Thailand, China, the United States, France, Italy, Poland, and other nations actively participated.

Professional visitors and international participation saw notable growth. Over the three days, the show welcomed 12,500 professional B2B buyers and attendees, underscoring its strong appeal within the industry. Organizers reported a significant rise in participation from Japanese, Korean, and European companies, with Japanese firms expressing keen interest in the Vietnamese market. International enterprises generally view Vietnam as a highly promising cosmetics market, actively seeking collaboration opportunities in manufacturing, distribution, processing, and raw material packaging. Singapore remains Vietnam’s largest cosmetics exporter (US$380 million in the first eleven months of 2024), followed by South Korea (US$174 million) and China (US$140 million).

A diverse array of exhibits highlighted cutting-edge technology, with “Future of Beauty Tech” emerging as a central theme. The specially curated “Beauty Tech Future Zone” drew particular attention, showcasing AI-powered skin analyzers, 3D-printed beauty products, home-use radiofrequency devices, and other smart technologies. Exhibits spanned the full spectrum of categories, including cosmetics, fragrances, spa equipment, hair care, nail products, medical aesthetic instruments, packaging, and raw materials. Vietnamese creative offerings—such as beer-infused fragrances and custom mango-based scents—further exemplified the dynamic interplay between global perspectives and local cultural elements.

Chinese brands accelerated their branding efforts, while the dual-event synergy sparked a wave of overseas expansion. During the 2025 show, numerous Chinese beauty brands debuted under their own proprietary identities, moving beyond traditional OEM models. Through strategic brand-building initiatives and high-quality, custom-designed booths, they focused on high-value segments such as beauty devices, skincare, and color cosmetics. Data indicates that 93.8% of Vietnamese buyers expressed strong interest in Chinese-made beauty and health products, while 92.3% of exhibitors secured concrete cooperation intentions on-site. This year’s event also established a “Twin Cities, Twin Shows” partnership with the Sixth Shenzhen International Greater Health and Beauty Industry Expo, fostering deep cross-industry collaboration and integration across China–Vietnam and globally. Concurrently, events such as the China–Vietnam Beauty and Health Culture Festival and the International K-STAR Festival were held, with participating companies visiting Korean beauty brand outlets, Vietnam’s e-commerce leader TikTok, and local beauty chains Perfect-U and Minh Lady Beauty.

Rich ancillary activities provided robust support for industry dialogue. The show hosted the “Southeast Asia Beauty Compliance Summit” and the inaugural “ASEAN Beauty Innovation Summit,” where experts from regulatory bodies, brand owners, and supply chain stakeholders engaged in in-depth discussions on Vietnam’s Ministry of Health certification procedures, new halal certification regulations, and regional resource integration strategies. Industry seminars addressed cutting-edge topics such as anti-aging and dermal beauty technologies, the application of artificial intelligence in beauty, and clean agricultural raw materials. A series of workshops focused on raw material innovation and retail distribution, helping professionals seize market opportunities. Additionally, the B2B buyer-matching program created an efficient trade bridge between exhibitors and both local and international distributors.

Exhibitors and industry reactions were overwhelmingly positive. Exhibiting companies widely praised the high caliber of professional buyers and their clear purchasing intent. This edition not only reinforced Chinese enterprises’ position in the Southeast Asian market but also injected fresh momentum into the overseas expansion of Chinese beauty brands. Attendees agreed that the successful staging of Vietbeauty 2025 once again underscored the vibrant potential of the Southeast Asian market, providing businesses with an effective strategic platform to showcase products, connect with customers, gain insights into market trends, and expand into Vietnam and ASEAN markets.