Vietnam cosmetics market 2019

Q&Me is online market research provided by Asia Plus Inc.

 Overview
Cosmetic and beauty care products have
penetrated more deeply into Vietnamese society
when the incomes rise. This lucrative market is
expected to register double-digit growth in the
near future.

To keep track of the habits and behaviors of

Vietnamese cosmetics users, the annual survey
about the Vietnam cosmetics market was run by
Asia Plus in Jan 2019, succeeded the two
surveys of the same topic from Jan 2018 and
Oct 2016.

The research was conducted to almost 500

females, from 16 to 39 years old nationwide.
Hightlight
Hightlight – Makeup products usage
Makeup frequency Makeup lovers Occasions to wear makeup
Everyday
14%
30% Once/week or more
often 1. Party 2. Hangout
Less than once/week
33% Only when I have
21% something special
2% I do not wear makeup
3. Dating 4. School/work
• 23-39 y/o;
Half wear makeup at least once/week. • +20M VND income

Popular makeup items Monthly spending on makeup Barriers for not wearing makeup
Own Use most
8%
7%
24%
Don’t know how to (32%)
No.1 100,000 or below

300,000 100,001-300,000 Lazy (27%)

Lipstick Lipstick 23%
VND 300,001-500,000
No.2 500,001-700,000 Skin sensitivity (24%)
38%
Foundation Eyebrow products >700,000
Don’t know which products (17%)
No.3 The average monthly spending on Product quality concern (14%)
Blush Foundation makeup products are 300,000 VND.
Highlight – Makeup usage trends
Makeup frequency
Oct 2016 Jan 2018 Jan 2019
Everyday
16% 14%
24% 28% 29% 30% Once/week or more often

Less than once/week

25%
33%
23% Special occasions only
23% 26% 21%
4% I don't wear makeup
2% 2%
Daily makeup wearers have been increasing and non-makeup users decreasing over the years.

Monthly spending on makeup products

Oct 2016 Jan 2018 Jan 2019
6% 14% 4% 7%
6% 5% 11% 8%
100,000 or below
24%
17% 100,001-300,000
18% 284,000 277,000 300,000 300,001-500,000
VND VND 23%
VND
500,001-700,000
56% 63% 38% >700,000

People are spending more on makeup products over the years.

Hightlight – Skincare products usage
Skincare frequency Skincare lover Monthly spending on skincare
Everyday
16% 6%5% 100,000 or below
Once/week or more often 27%
5% 14% 100,001 - 300,000
43% 253,000
6% Less than once/week 300,001-500,000
VND
Special occasions only
500,001-700,000
30% >700,000
I don't use skin care 48%
products
• 30-39 y/o;
73% use skincare products once/week Half spend 100,001-300,000 VND
• +20M VND income
or more often. monthly.

Popular skincare items Barriers for not using skincare

Own Use most
Don’t know which products (32%)
No.1
Facial cleanser Too busy (30%)
Facial cleanser

No.2 Skin sensitivity (18%)

Sunscreen Sunscreen
Good skin already (16%)
No.3
Product quality concern (16%)
Face mask Face moisturizer
Highlight – Skincare and makeup purchase
Popular cosmetics brands Popular shopping places
Cosmetic shops (45%)
(58%) (55%) Supermarket (45%)

Brand stores (41%)

(36%) (35%)
Online websites (34%)

Department store (34%)

(35%)

Important purchase factors Sources of information about cosmetic products

Country of origin (46%) 63%
49%
Not skin damaging (43%) 37% 35%
24% 23% 22% 19% 18%
12%
Price (42%)

Ingredients (39%)

Effect (38%)
Hightlight – Online shopping for cosmetics
Online shopping usage Reasons for online shopping Reasons not shopping online
16%
43% Convenience (44%) Quality concern (63%)

84% Better choice of products (43%) Fear of fake products (54%)

57%
Good price (40%) Bad/ untrustful information (37%)
Online shopping Online shopping in
No time to buy in stores (33%) Can’t see true product colors (32%)
last 6mo
Yes No
57% of cosmetics users have shopped Good promotions (29%) Prefer to try products at stores (32%)
for cosmetics online.

Frequency of online shopping Most frequent online shoppers Makeup items bought online

14% 11%
Weekly
Monthly
Once/2-6 months 1. Lipstick 2. Mascara 3. Lip gloss
35% 39%
Less often

• 23-29 y/o; 5. Foundation

Among those who shop online for 4. Eyebrow products
• +20M VND income
cosmetics, 39% shop online monthly.
Highlight – Popular EC channels to shop for cosmetics
Most popular EC sites Social commerce
Social shopping usage Media in use
94%

59% 28%

18% 12%
72%
43%
38% 40%
Facebook Zalo Instagram
32% Yes No

Makeup items to buy

18% 18%
17%

9%
3%
1. Lipstick 2. BB Cream

shopee.vn Lazada.vn Facebook tiki.vn sendo.vn

3. Foundation 4. Lip gloss 5. Mascara

Have used Use most

72% cosmetic users have shopped for cosmetics on FB/ Zalo/
Instagram but Facebook is the most popular.
Makeup products usage
 Makeup frequency
Makeup frequency Makeup frequency by demographics
6% 11% 7%
14% 15% 15% 13%
22% 18%
14% 21%
31%
30% 27% 35% 32% 32% 34% 3%
3% 39%
41% 2% 27%
3% 3% 1% 3%
33% 26%
23%
18% 22% 1%
9% 23% 22%
2%
17%
10% 14%
42%
33% 36% 32% 30%
28% 24% 28%
2% 20%
2%
Everyday 16-22 23-29 30-39 HCM Hanoi Others <= 10M 10 - 20M > 20M
4-6 times a week
2-3 times a week
Once per week
Less than once/week Everyday Once/week or more often Less than once/week
Only when I have something special
I do not wear makeup Special ocassions only I do not wear makeup

Half wear makeup at least once per week. A third wear makeup on a daily basis. 23-39,
wear makeup most often. Higher incomers wear makeup more often.
Q. How often do you wear make up? (N=480)
 Makeup frequency change compared with previous years
Makeup frequency Makeup frequency Makeup frequency
Oct 2016 Jan 2018 Jan 2019

16% 14%
24% 28% 29% 30%

25%
7% 33%
23% 11% 9%
14% 11% 10%
4%
4%
2% 2% 2%
2%
Everyday 4-6 times a week
2-3 times a week Once per week
Less than once/week Special occasions only
I don't wear makeup

The ratio of people who absolutely don’t wear makeup keeps decreasing over the years.
Daily makeup wearers also increase.
Q. How often do you wear make up?
 View of makeup non-users
Makeup Reasons for not wearing makeup
product usage

14%

32%
27%
24%
86%
17%
14%
11% 9% 8% 6% 6% 5%

Don’t Lazy to Sensitive Don't Makeup Don't Makeup I look Don't I don't like Others
know how put on skin know product want to damages good have the
to do makeup which quality spend my skin without enough feeling of
I don't wear makeup
makeup products concern money on makeup time for having
I do wear makeup to use makeup make up makeup
products on my
skin
‘Don’t know how to do make up’, ‘Lazy to put on makeup’ and ‘Skin sensitivity’ are the top
reasons that prevent Vietnamese females from wearing makeup.
Q. Why don't you wear makeup? (N=66)
 Makeup occasions
87%

61%
52% 51%
43% 41%

21%

3% 1%

People wear makeup most often for ‘Party’, ‘Hang out

with friends’ and ‘Dating’.
Q. Please choose all the occasions that you usually make up (N=414)
 Popular makeup items
94%
86%

59% 59% 58% 56% 54% 54% 51% 51% 49% 46% 43% 43%

23% 26%
20% 22% 22% 21% 19% 20% 20% 20% 20% 19%
14% 13% 16% 16%
5% 2% 2% 2% 1%

Own Use regularly

People generally own a fair number of makeup items but lipsticks are used most
regularly, followed by eyebrows, foundation and mascara.
Q. Plesae choose all the makeup items that you have/ Among those, which products do you use often? (N=414)
 Changes in popularity of makeup items
94%
91%

61%
59% 59% 58%58% 56% 57%
57% 54% 55% 54%54% 55% 54%
51% 51% 53%
49% 49%
48% 46%
43% 43%

20% 19% 20%

16% 16%

Own Jan-19 Own Jan-18

Biggest changes are seen in BB/CC/DD cream (-10%), eyeliner (-8%) and lip gloss (-4%).

Q. Plesae choose all the makeup items that you have.

 Popular makeup items by age
95% 94%
93%

68% 67%
64% 60% 64%
59% 59% 59%
54% 58% 60%
54% 55%
53% 55% 52%
52% 52%
49% 52% 48% 50%
50% 50% 46% 46%
43% 42% 44% 45% 44%
41% 43% 41%
38%
36%
25% 24%
21% 19% 21% 19%
14% 15% 12% 14% 14%
10%
2%1%1%

16-22 23-29 30-39

Except lipsticks widely used by all, 30-39 year-olds generally use more makeup items.
Concealer, cushion foundation are used popularly by 23-29 year-olds.
Q. Plesae choose all the makeup items that you have/ Among those, which products do you use often? (N=414)
 Carry-on makeup items
88%

26%
20% 20% 19% 17% 16% 14% 12% 12% 10%
10% 5% 3% 2% 1% 1% 1% 2%

Lipsticks remain the most popular item for people to bring with them when going out.

Q. Which ones do you usually bring in your bag? (N=414)

 Time to put on makeup
Makeup time Makeup time Makeup time
Oct-16 Jan-18 Jan-19
1% 1% 2%
1% 2% 3%

7% 9% 12% 8%
4% 17% 13%
8%
13% 6% 25%
25%
20%
34% 17%
24%
22% 26%

1-5 minutes 6-10 minutes

11-15 minutes 16-20 minutes
21-25 minutes 26-30 minutes
31-40 minutes More than 40 minute

Time spent to put on makeup increases slightly when compared to 2018. The common
length to put on makeup in 2019 falls between 6-20 minutes.
Q. How long does it take for your make up on average?
 Monthly spending on makeup products
Monthly makeup spending Monthly makeup spending Monthly makeup spending
Oct-16 Jan-18 Jan-19
4% 2% 3% 3%1% 2%
4% 3%
5% 9% 12%
6% 11% 8%
17% 12%
18% 23%
284,000 277,000 300,000
23% VND
VND 30% VND
20%

26% 40% 18%

Under 50,000 VND 50,000 VND - 100,000 VND

101,000 VND - 200,000 VND 200,001 VND - 300,000 VND
300,001 VND - 500,000 VND 500,001 VND - 700,000 VND
700,001 VND - 1,000,000 VND More than 1,000,000 VND

The average monthly spending in 2019 is 300,000 VND, increasing from 277,000 VND in
2018.
Q. How much do you spend on cosmetics on average a month?
 Monthly spending on makeup products by demographics
(Unit: VND)
442,000

360,000 359,000
319,000
300,000
287,000 287,000
250,000
215,000
202,000

Total 16-22 23-29 30-39 HCM Hanoi Others <= 10M 10 - 20M > 20M

Average monthly spending for makeup of HCM is higher than other cities. Spending for
makeup also increases with income.
Q. How much do you spend on cosmetics on average a month? (N=459)
Celebrities with best makeup

1. Hồ Ngọc Hà 2. Mỹ Tâm 3. Hương Giang 4. Hari Won

5. Song Hye Kyo 6. Ngọc Trinh 7. Chang Makeup 8. Taylor Swift

Skincare products usage
 Skincare frequency
Skincare frequency Skincare frequency by demographics

16% 11% 15% 16% 18% 14% 11%

22% 21% 2%
6% 5%
5% 4% 4% 6% 6% 8%
16% 4% 4% 10% 7% 5% 5% 6%
6% 6%

5% 32% 28% 29%

30% 31% 27% 30% 31%
43% 31%
6%
8%

43% 39% 43% 46% 42% 47% 43%

39% 37%
15% 7%

Everyday 16-22 23-29 30-39 HCM Hanoi Others <= 10M 10 - 20M > 20M
4-6 times a week
2-3 times a week
Once per week Everyday Once per week or more often
Less than once/week
Only when I have something special Less than once/week Only when I have something special
I do not use skin care products I do not use skin care products

Nearly half do skincare everyday, 73% use skincare products once/week or more often.
30-39 year-olds, with 20M+ VND incomes use skincare products more often.
Q. How often do you use skin care products? (N=480)
 View of skincare non-users
Skincare Reasons for not using skincare products
product usage

16%

32% 30%

84% 18% 16% 16%

10% 9%

1%

Don't know I'm too busy My skin is My skin looks I concern I don't like I don't want Others
I don’t use skincare products which for doing skin sensitive/ good without about skin the stickiness to spend
I use skincare products products are care prone to any skin care care product of skin care money on
good for me allergy products quality products on skin care
my skin products

‘Don’t know how which products are good for me’, ‘Too busy’ and ‘Skin sensitivity’ are the
top reasons that prevent Vietnamese females from using skincare products.
Q. Why don't you use skincare products? (N=79)
 Popular skincare items
89%
81%

67%
60%
54%

37% 38%
32%
22% 23%
19%
9%
4%
1%
Facial Sunscreen Facial mask Facial Facial oil or Eye cream Others
cleanser moisturiser serum
(including
make up
remover)
Own Use regularly

Facial cleanser is the most popular bought and used

skincare item, followed by sunscreens.
Q. What are the items that you have bought/ use regularly - Skin care? (N=401)
 Popular skincare items by age
93%
89%
85%

70%67%
64% 65%
62% 60%
56%
54%
44% 43%
42%

28% 30%
25%

12%
3% 4% 4%

Facial Sunscreen Facial mask Facial Facial oil or Eye cream Others
cleanser moisturiser serum
(including
make up
remover)
16-22 23-29 30-39

Cleansers and sunscreens are equally used by all age

groups.
Q. Among those, which ones do you use most often? - Skincare
 Monthly spending on skincare products
Monthly skincare spending – Total Average skincare monthly spending -
By demographics (in VND)
3%
2%
383,000
6% 9%
315,000
14% 18% 299,000
253,000 271,000
238,000 244,000
VND 220,000

22% 174,000
159,000
26%

Under 50,000 VND 50,000 VND - 100,000 VND

101,000 VND - 200,000 VND 200,001 VND - 300,000 VND
300,001 VND - 500,000 VND 500,001 VND - 700,000 VND 16-22 23-29 30-39 HCM Hanoi Others <= 10 - > 20M
700,001 VND - 1,000,000 VND More than 1,000,000 VND 10M 20M

The most popular spending range for skincare is 100,001-300,000 VND/ month. The
average monthly spending is 253,000 VND.
Q. How much do you spend on cosmetics on average a month? (N=401)
Cosmetic products purchase
 Brands in use
70%
58% 55%
60%
50%
40% 36% 35% 35%
32% 30%
29%
30% 26% 24%
23% 21%
20% 17% 17% 17% 16%
12% 11% 10% 10%
10% 7% 7% 7% 6% 5% 5%
3% 3%
0% 6% 7%
2% 3% 2% 2% 1% -2% -1% -1% 0% -1%
-1% 0% -2% -5% -3%
-10% -5% -4% -7%
-8% -8% -6% -6% -8%
-10% -9%
-20% -12%

Jan-19 Change vs. previous year

Top 3 most used brands are Pond’s, Nivea and Acnes.

Q. Please choose the beauty brands that you used to use / currently using (N=429)
 Top 10 brands in use by demographics

The L'Oreal
Pond's Nivea Acnes Maybelline Rohto Innisfree 3CE Shisheido
FaceShop Paris
16-22 56% 52% 40% 30% 28% 26% 31% 37% 50% 14%
23-29 63% 53% 41% 39% 36% 34% 31% 32% 23% 27%
30-39 54% 59% 28% 35% 40% 34% 27% 20% 8% 29%
<= 10M 54% 55% 34% 25% 27% 26% 25% 27% 29% 11%
10 - 20M 58% 54% 36% 41% 38% 32% 30% 31% 27% 22%
> 20M 62% 56% 41% 46% 45% 41% 36% 29% 19% 45%

3CE is extremely popular among 16-22 year-olds. Shiseido is especially popular among
high incomers.
Q. Please choose the beauty brands that you used to use / currently using (N=429)
 Favorite brand/ used most often

The
Pond's Nivea Innisfree Hada Labo Others L'Oreal Paris Ohui Shisheido
FaceShop
Total 20% 11% 10% 9% 6% 6% 4% 4% 4%
16-22 21% 9% 10% 5% 8% 6% 2% 2% 2%
23-29 21% 7% 15% 9% 5% 7% 2% 3% 3%
30-39 17% 16% 7% 12% 4% 4% 8% 7% 6%
<= 10M 25% 10% 11% 5% 4% 8% 4% 2% 2%
10 - 20M 15% 12% 9% 10% 8% 7% 5% 4% 5%
> 20M 16% 10% 10% 14% 4% 0% 3% 7% 6%

Innisfree is liked by 23-29 year-olds. 30-39 year-olds like Nivea, The Faceshop and
L’Oreal Paris.
Q. Among those, which brand do you use most often? (N=429)
 Top-of-mind brands
Best makeup Luxurious brands Affordable but good Brand for you
brands

No. 1
(10%) (11%) (13%) (12%)

No. 2
(9%) (11%) (9%) (10%)

No. 3
(9%) (10%) (9%) (9%)

No. 4
(9%) (8%) (9%) (7%)

No. 5

(8%) (7%) (8%) (7%)

Q. What name comes up when you hear <keyword>? (N=429)

 Purchase places
45% 44%
41%
34%
32%
26%
21%
17% 16% 18% 18% 17% 16%
11%
9% 10% 8%
7% 7% 7%
4% 4% 3% 4%
2% 2% 1% 1% 1%
2% 1%
0%

Have shopped Shop most often

Cosmetic shops, supermarkets and brands’ stores are the most popular places to shop
for cosmetics.
Q. Where have you shopped for cosmetics?/ Among those, where do you shop most often for cosmetics? (N=429)
 Popular purchase places by demographics

Cosmetic Department Online Facebook Drug stores,

Supermarket Brand store Overseas From friends Showrooms
shops stores websites shops beauty stores
Total 45% 44% 41% 34% 32% 26% 18% 18% 17% 16%
16-22 58% 44% 45% 29% 35% 17% 20% 24% 12% 12%
23-29 43% 47% 39% 40% 39% 27% 19% 19% 17% 21%
30-39 36% 41% 38% 33% 23% 31% 16% 12% 20% 14%
<= 10M 51% 45% 33% 27% 33% 20% 18% 22% 14% 9%
10 - 20M 41% 45% 45% 34% 33% 22% 16% 15% 22% 14%
> 20M 40% 42% 47% 47% 30% 40% 21% 15% 15% 29%

Cosmetic (independent) shops are most popular among 16-22 y/o with 10M income or
lower. High income people often shop at department stores, brand stores or overseas.
Q. Where have you shopped for cosmetics? (N=429)
 Important factors when buying cosmetic products
44%
43% 42%
41%
38%

26% 26%

8% 8% 7%
3% 2% 2% 1% 1% 0% 0%

Vietnamese females care most about ‘Country of origin’, ‘Do not damage my skin’ and
‘Price’ factors.
Q. Please choose up to 3 factors that are important when you purchase cosmetics items? (N=429)
 Top 10 factors by demographics

Do not Friends
Country of Product
damage my Price Ingredients Effect Brand recommend Scent Promotions
origin reviews
skin ation
16-222 35% 43% 45% 41% 44% 29% 25% 8% 8% 8%
23-29 47% 47% 41% 43% 34% 25% 22% 5% 8% 7%
30-39 50% 39% 41% 38% 35% 25% 30% 10% 7% 7%
<= 10M 48% 46% 48% 39% 38% 23% 24% 7% 9% 7%
10 - 20M 42% 43% 43% 37% 39% 37% 18% 8% 7% 5%
> 20M 41% 36% 32% 47% 34% 19% 37% 9% 7% 9%

High incomers put more importance on ‘Ingredients’ and ‘Brand’. 16-22 year-olds care
more about the effect. 10-20M VND incomers care about product reviews.
Q. Please choose up to 3 factors that are important when you purchase cosmetics items? (N=429)
 Sources of information

Web
Shop Newspap
Facebook Friends Website Youtube TVC communit Magazine Instagram Zalo Parents Tik Tok Others
staff er
y
Total 60% 49% 36% 33% 24% 21% 21% 18% 17% 11% 8% 3% 3% 0%
16-22 67% 48% 39% 48% 20% 20% 15% 13% 11% 21% 2% 3% 4% 0%
23-29 63% 47% 36% 32% 32% 25% 27% 21% 24% 12% 11% 3% 3% 1%
30-39 51% 51% 33% 22% 20% 20% 20% 20% 16% 2% 10% 2% 1% 1%
<= 10M 63% 46% 32% 37% 21% 18% 15% 11% 14% 11% 5% 3% 2% 1%
10 - 20M 62% 46% 37% 28% 24% 21% 20% 21% 15% 10% 8% 1% 2% 0%
> 20M 53% 55% 40% 34% 28% 28% 32% 28% 26% 12% 11% 4% 4% 1%

Facebook, friends and websites are places where most people get information about
cosmetics. Youtube is popular among 16-22 year-olds.
Q. Where do you get the information about cosmetics? (N=429)
 Online websites as a source of information

Brand Phunutoda vnexpress.

eva.vn kenh14.vn ngoisao.net Elle.vn afamily.vn 24h.com.vn Soha.vn ione.vn Others
website y.vn net
Total 64% 40% 39% 25% 22% 20% 20% 17% 11% 10% 4% 6%
16-22 67% 22% 24% 22% 8% 16% 4% 10% 8% 6% 0% 6%
23-29 56% 50% 48% 33% 20% 26% 33% 22% 17% 17% 6% 4%
30-39 70% 46% 44% 20% 36% 18% 20% 18% 8% 8% 6% 8%
<= 10M 68% 29% 36% 19% 10% 14% 10% 10% 8% 7% 2% 7%
10 - 20M 58% 46% 44% 27% 13% 23% 25% 13% 6% 13% 2% 4%
> 20M 65% 48% 39% 33% 46% 26% 26% 30% 20% 13% 9% 7%

Brand websites are used as No.1 online site for information. Ngoisao.net and vnexpress
are popular among +20M VND incomers.
Q. Please choose the online site that you use to update information about cosmetics? (N=153)
Online cosmetics shopping
 Online cosmetics shopping usage
Online cosmetics shopping Online cosmetic shopping in last 6
months

16%

43%

57%

84%

Yes No Yes No

57% of cosmetic users have shopped online for cosmetics, among whom 83% have
shopped online for cosmetics in the last 6 months.
Q. Have you shopped for cosmetics online? (N=429)/ Have you bought makeup products online in past 6 month? (N=243)
 Reasons for cosmetics online shopping
44% 43%
40%
33%
29% 28% 27% 26% 25%
21% 20%
15% 14%
10% 9%
1%

People shop online for cosmetics for the sakes of ‘Convenience’, ‘Better choice of
products’ and ‘Good price’.
Q. What are the reasons that you use online rather than in store? (N=243)
 Reasons for not shopping online for cosmetics
63%
54%

37%
32% 32%
22% 21%
12%
9% 8%
4% 4% 4% 3% 3% 3% 2% 2% 2% 2% 1%

Trust-related issues are the first barriers that prevent customers from buying cosmetics
online. Top 3 are: quality concerns, fear of fake products and untrustful info.
Q. What are the reasons that you do not buy them online? (N=186)
 Frequency of online cosmetics shopping

Several Less than once/6

Once/week Once/2-3 weeks Once/month Once/2-3 months Once/6 months
times/week months
Total 4% 7% 15% 24% 28% 7% 14%
16-22 5% 5% 19% 23% 23% 6% 19%
23-29 4% 12% 15% 21% 31% 7% 11%
30-39 3% 4% 12% 28% 29% 9% 16%
<= 10M 4% 3% 15% 22% 24% 4% 27%
10 - 20M 3% 7% 14% 22% 35% 12% 7%
> 20M 4% 13% 14% 28% 28% 8% 5%

Among those who shop for cosmetics online, most buy once per month or once every 2
or 3 months.
Q. How often do you shop for cosmetics online? (including facebook) (N=243)
 Devices for online cosmetics shopping

67%

55% 55%

44% 44%

20% 21%
13%
9% 9%
0% 1%

Smartphone Home PC Smartphone Office PC Tablet device Tablet device

(app) (browser) (browser) (app)
Use Use most

Smartphone (app) is No.1 popular way to shop online.

Q. Which devices do you use for online shopping? (N=243)/ Which device do you use
most often to shop for cosmetics? (N=243)
 Monthly spending for online cosmetics shopping

Less than 100,001 - 300,001 - 500,001 - 700,001 - 1,000,001 - 2,000,001 - 3,000,001 and
I do not know
100,000 VND 300,000 VND 500,000 VND 700,000 VND 1,000,000 VND 2,000,000 VND 3,000,000 VND more
Total 19% 44% 16% 9% 3% 0% 0% 1% 7%
16-22 31% 45% 13% 3% 0% 0% 0% 0% 8%
23-29 11% 41% 20% 10% 6% 1% 0% 2% 10%
30-39 20% 49% 13% 12% 3% 0% 0% 1% 3%
HCM 19% 40% 15% 10% 6% 1% 0% 3% 6%
Hanoi 18% 49% 19% 8% 2% 0% 0% 0% 4%
Others 21% 44% 14% 7% 1% 0% 0% 0% 13%
<= 10M 24% 50% 13% 2% 0% 0% 0% 0% 10%
10 - 20M 20% 43% 13% 14% 3% 0% 0% 0% 6%
> 20M 11% 38% 22% 12% 8% 1% 0% 4% 4%

Nearly half spend between 100,001-300,000 VND monthly for shopping cosmetics online.

Q. How much do you spend for online shopping of cosmetics a month? (N=243)
 Makeup items bought online
74%

32% 30% 29% 29% 29% 28% 28% 27% 27% 25% 25%
18%

9% 9% 7% 5% 3%

Lipsticks, mascara and lip gloss are the most online bought makeup items.

Q. Please choose all the makeup items that you bought online. (N=243)
 Online brand assocication
Brands with strong online image Online stores to shop for cometics

No. 1 (13%) No. 1 (26%)

No. 2 (11%) No. 2 (24%)

No. 3 (10%) No. 3 (12%)

No. 4 (9%) No. 4 (3%)

No. 5 (6%) No. 5 (3%)

Q. What brand name comes up when you think about 'online shopping for cosmetics'? What online store name comes up when you think about 'online
shopping for cosmetics’? (N=236)
 Online shopping sites for cosmetics shopping in last 6mo
59%

43% 40%
38%
32%
18% 18% 17%
9% 9% 8% 7% 7% 5%
3%
5%
4% 4% 4% 3% 3% 3% 3% 2% 2% 2% 2%
1% 1% 0% 1%

Shopped Shop most often

Shopee, Lazada, Facebook and Tiki are the 4 most used sites for online cosmetics
shopping.
Q. Where did you buy cosmetic products in the last 6 months?/ Which site do you buy most often? (N=204)
 Social commerce of cosmetics
Social shopping usage Media in use Favorite site to use
94%

2%
5%

28%

72%
18%
12% 93%

Facebook Zalo Instagram

Yes No Facebook Zalo Instagram

72% cosmetics users have shopped for cosmetics on social media. Among those,
Facebook is the most popular site.
Q. Do you shop for cosmetics on Facebook/ Zalo/ Instagram? (N=243)/ Which site do you shop online for cosmetics most often? (N=176)
 Makeup items to buy on social commerce

66%

23% 22% 22% 20% 19% 19% 16% 16% 14% 14% 14%
7%
3%

Lipsticks, BB/CC/DD cream and foundations are the most bought makeup items on social
commerce.
Q. Plesae choose all the makeup items that you bought on Facebook/ Zalo/ Instagram? (N=176)
Respondents profile (N=480)
Gender City Age

30-39, 16-22,
Others, 33% HCM, 34% 32%
33%

Female,
100% Hanoi, 33% 23-29, 35%

Occupation Office clerk 35% HHI

University student 29% 7,500,000 or lower 31%
Consultant / Accountant 10%
Teacher 5%
7,500,001-15,000,000 26%
Sales 4%
Shop staff 4%
Factory worker 3%
15,000,001-30,000,000 30%
Service 2%
Engineer / Developer 2%
Marketing 1% Higher than 30,000,000 12%
Others 6%
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18%
44% 47%
14%
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7%
6%
3% 3%
1% 1%
0% 3% 3% 4%
Male Female HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
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THE RESULTS

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in the industry
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derailed database questions hit time and take out researchers will users are screened
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