Have you ever wondered about the current beauty and fashion trend in Vietnam? Let’s find it out now!




Along with K-pop, K-beauty products has been a phenomenon in not only Vietnam, but also all over the world. Most Korean beauty products have natural ingredients, innovative formula, beautiful packaging, and effective benefits. These factors have helped Korean skin-care and makeup products gain so much popularity among Vietnamese women. In the recent years, many girls have developed the habit of taking care of their skin on a daily basis. They also pay a lot of attention to every step of their skincare routine, including oil cleanse, double cleanse, exfoliator, toner, essence, treatments, sheet masks, eye cream, moisturizer, and sun protection.

People were waiting outside on grand opening day

A crowd of people are waiting outside Innisfree on a grand opening day (Photo Credit: Kenh14.vn)

There are lots of other Korean brands in Vietnam - Credit: Kenh14.vn

Staff are standing outside a Korean beauty shop called Innisfree (Photo Credit: Kenh14.vn)

In terms of makeup, Vietnamese people tend to follow natural makeup as Korean actresses such as Song Hye Kyo and Im Yoona. These artists are the symbol of flawless complexion and beautiful skin that every girl dreams of.  One of the most indispensable items in everyone’s pouch is a BB Cushion since it contains good ingredients and convenient design which help young girls touch up their makeup  in the shortest period of time!

BB Cushion is the most favorite product - Credit: Laneige Vietnamese Page

BB Cushion is the most favorite product in Vietnam (Photo Credit: Laneige Vietnam Page)

Skinfood products - Credit: Skinfood Facebook Page

Skinfood products (Photo Credit: Skinfood Facebook Page)

Over the last few years, there have been a lot of famous brands such as Innisfree, Laneige, Tony Moly, The Face Shop, Skinfood, Missha, dominating the Vietnamse market. With the inspiration from the nature and eco-friendly concept, products from those brands, especially from Innisfree, received a lot of interest and support from local customers. Their products appear in almost every department store in big cities like Ho Chi Minh City and Hanoi, and stimulate a considerable amount of interests among the millennials in general.



Due to the fast pace of urbanization, lots of leading global apparel brands like Zara, H&M, and Pull&Bear launched their stores in Vietnam. As a result, youngsters have many choices when they go shopping. Besides, hundreds of independent fashion businesses have recently emerged. Creative and unique designs with high quality fabrics have captured both male and female customers in their 20s and 30s.

H&M in Vietnam - Credit: kenh14.vn

Young boys and girls are queuing outside a H&M store in Vietnam (Photo Credit: kenh14.vn)

Pull&Bear - Credit: Kenh14

Numerous people are shopping at a Pull&Bear’store in Vietnam (Photo Credit: Kenh14)

Thanks to the rapid development of the Internet including social media and e-commerce, anyone can easily purchase their favorite items both offline and online. Let’s take a look at a variety of fashion styles of our local brands!

Libé (Local brand) - Credit: Libe Facebook Page

A local Vietnamese brand called ‘Libé’ (Photo Credit: Libé Facebook Page)

Jamlos (Backpack and accessories store) - Credit: Jamlos Facebook Page

Vietnamese backpack and accessories store called ‘Jamlos’ (Photo Credit: Jamlos Facebook Page)


By Ngoc Vo, ASEAN Correspondent from Vietnam