Vietbeauty and Cosmobeauté Vietnam Bring Global Beauty Supply Chain to Ho Chi Minh City
The three-day trade event brought brands, manufacturers, suppliers, and buyers together as Vietnam’s beauty market attracts wider regional interest.
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K-Beauty Dermocosmetics Is Targeting SEA. V-Beauty Has No Answer
Aestura – Amorepacific’s dermatological skincare brand, distributed in 4,500 hospitals and clinics across South Korea – launched on Shopee Vietnam and in all 17 Beauty Box stores in January 2024. Its ATOBARRIER 365 Cream has exceeded 10 million cumulative units sold globally. By March 2026, Aestura was in 17 European countries through Sephora and ranked…
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Why Pharmacity and Long Châu Matter More Than Sephora for V-Beauty
Long Châu Pharmacy operates 2,640 stores across Vietnam and serves approximately 33 million customers – one-third of the country’s population. Guardian, Vietnam’s most internationally recognised beauty retail chain, operates around 170 stores. The footprint differential is not a rounding error. It describes two entirely different distribution logics, and the one that matters more for Vietnamese…
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C-Beauty’s SEA Expansion Is Not What It Looks Like
C-beauty’s Southeast Asia expansion is rewriting the region’s mass beauty market – and the numbers make it hard to ignore. Seven Chinese brands collectively held over 15% of Indonesia’s mass color cosmetics market in 2024, up from 2% in 2019. Skintific ranked first on Shopee Indonesia in Q1 2025. TikTok Shop captured 39% of Vietnam’s…
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Proya Wants a Global Top Ten: Its Core Market Just Contracted
The company that proved a Chinese skincare brand could lead its home market just posted the first revenue decline of its listed life – and chose the same moment to announce it wants to be a global top-ten beauty group. The two facts are not a coincidence. They are the same story told from opposite…
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Proya: Inside China’s Biggest Skincare Brand
Proya’s entire identity fits in four words: Early C, Late A. Vitamin C in the morning, retinol at night — a protocol dermatologists have recommended for decades, turned into a product line. This Proya skincare review is about what that means in practice. China’s biggest beauty brand did not win by inventing something new; it…
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Japanese Skincare Routine: The Minimalist Approach That Survives Tropical Heat
The Korean ten-step routine was designed for Seoul winters. In Hanoi in July, it slides off your face by noon. A Japanese skincare routine offers the opposite proposition – fewer, lighter layers built on hydration rather than accumulation. It happens to be far better suited to the heat and humidity of the tropics than the…
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Hada Labo: The Japanese Brand That Defined “Hydration First”
Hada Labo’s most famous product advertises “four types of hyaluronic acid.” Its premium version advertises eight. The number is the marketing – the value is somewhere else entirely. This Hada Labo review is less about whether the product works – it does – than about separating what the hydration-first bestseller genuinely delivers from what the…
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THOME Twenty Up: What Kazuha’s Beauty Device Actually Does
A LE SSERAFIM member, an ultrasonic wand, and a promise of “glow-up.” The one thing the campaign leaves out is how much a home ultrasound device can actually do. THOME Twenty Up is the device behind that campaign – a compact ultrasonic skincare gadget from the Korean beauty-tech brand THOME, fronted by Kazuha of LE…
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Vietnamese Skincare for Sensitive Skin: The Gentle Approach
The most misleading phrase for sensitive skin in Vietnamese beauty is “100% natural.” In this market, natural usually means essential oils – and essential oils are among the most common triggers for reactive skin. Vietnamese skincare for sensitive skin is therefore a subtractive exercise, not an additive one. The category is built on botanicals, and…
