Báo cáo xu hướng sử dụng mỹ phẩm ở Việt Nam năm 2022

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95% of the audience skin care once / week and more. 62%
makes up once / wee and more.
Make up
31%

27%
Daily

Several times / week

4%

Once / week

32%

Less than once / week

6%
Do not do this

Skin care
24%

64%
Daily

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Several times / week

Once / week

Less than once / week

7% 3%
1%
Do not do this

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by age

by HHI

27%

32%

5%

29%
37%

39%

39%

4%

4%
34%

5%

33%

Total (N=353)

"

4%

28%

29%

26%

21%

20%

22%

27%

20M and below
(N=125)

20-30M
(N=170)

25-32 (N=177) 33-39 (N=100)

Every day / almost every day

40- (N=76)

Several times / week

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Once / week

5%
33%

3%

35%

31%

27%

26%

Less than once / week

34%

30M and above
(N=58)

Do not do this

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24%

by age

by HHI

3%

5%

3%

9%

23%

22%

27%

29%

63%

66%

62%

20M and below
(N=125)

20-30M
(N=170)

30M and above
(N=58)

10%

16%

18%
30%

69%

64%

68%
47%

Total (N=353)

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25-32 (N=177) 33-39 (N=100)

Every day / almost every day

40- (N=76)

Several times / week

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Once / week

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by age
Ave.

650K

700K

5%
8%

7%
9%

14%

4%
6%
12%

15%
26%

24%

23%

35%

34%

14%

11%

Total (N=353)

610K

"

Below 300K VND

37%

15%

25-32 (N=177) 33-39 (N=100)

300 - 500K VND

590K

560K

1%
8%

2%
6%

17%

16%

820K

16%

15%

10%
7%

29%

24%

35%

31%

8%

12%

20-30M

(N=170)

30M and above
(N=58)

35%

32%

22%

18%

500 - 700K VND

4%
9%

18%

25%

40- (N=76)

by HHI
660K

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20M and below

(N=125)

700 - 1M VND

1- 2M VND

2M and higher

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Independent store and beauty chain stores are the main
channel for the audience
Independent stores

47%

Beauty chain store

45%

Brands’ stores

44%

EC platforms

34%

Supermarket

29%

Mall/ Department store

29%

Friends / family

12%

Local market
Others
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Quality, safety, ingredients are the top 3 factors

Quality

71%

Safety

65%

Good ingredients

49%

Brand

45%

Price / promotion

21%

Review

18%

Country of origin

12%

Friends/ family recommendation
Store recommendation
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Beauty care frequency
Make up

33%

34%

5%

Household income

740K

23,492K

27%

69%

Every da y / almo st eve ry d ay
Once / w eek
Do n ot d o th is

25 - 32 yo

51%

50%

45%

44%

42%

35%

23% 3%
Brands’
stores

Seve ral times / w eek
Le ss tha n once / wee k

25 - 32 yo

Average

25 - 32 yo

Average

25 - 32 yo

Total

Influencers
25 - 32 yo

21%

40%

Bea uty & EC pl atfo rms Inde pen den t
Mal l/
He althca re
stores
De partmen t
store cha in
store

Favorite brand
Total

66% 65%
45%

20%

18%

20%

20%
15%

13%

14%

18%

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14%

18%

Safety

Good
in gred ien ts

29%

675K

27%

Qual ity

Total

47%

34%

Important factors

46% 49%

Channels to buy
44%

23,134K

Skin care

73% 71%

Ave. monthly beauty
care spending

Bran d

Re view
Inni sfre e

MAC

3C E

Olay

Pon d's

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Beauty care frequency

Household income

Ave. monthly beauty
care spending

Channels to buy
33 - 39 yo
50%

Make up

21%

28%

5%

23,995K

37%

47%

675K

43% 45%

37%

37%
30%

29%

Skin care

68%

Every da y / almo st eve ry d ay
Once / w eek
Do n ot d o th is

22% 5%
Seve ral times / w eek
Le ss tha n once / wee k

23,492K

33 - 39 yo

69% 71%

33 - 39 yo
53%

49%

33 - 39 yo

Average

Inde pen den t Bea uty &
stores
He althca re
store cha in

Favorite brand
Total

67% 65%
46% 45%

22%

20%

21%

18%

Brands’
stores

Sup ermarke tEC pl atfo rms

Influencers
33 - 39 yo

27%
20%

20% 20%

Total

19%
14%

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20% 21%

Qual ity

Safety

Good
in gred ien ts

Bran d

Price /
pro motion

Olay

MAC

34%

629K

Average

Important factors

Total

44%

Pon d's

Inni sfre e

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Beauty care frequency
Make up

Skin care

Household income
23,661K

20%

29%

3%

675K

53%

40 - 45 yo
47%

39%

30%

16%

34%

29% 29%

29%
20%

23,492K
Inde pen den t
stores

Seve ral times / w eek
Le ss tha n once / wee k

40 - 45 yo

Average

Total

45%

Average

50% 49%

24%
18%

20%

22%

20%

22%

Total

22%
15%

17%

Safety

Bran d

Good

in gred ien ts

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11%

21%

Price /
pro motion

Bea uty &
Mal l/
Sup ermarke t
He althca re De partmen t
store cha in
store

Influencers
40 - 45 yo

25%
57%

40 - 45 yo

Brands’
stores

Favorite brand

40 - 45 yo
62% 65%

Total

45%

44%
36%

Important factors

Qual ity

Channels to buy

586K

47%

Every da y / almo st eve ry d ay
Once / w eek
Do n ot d o th is

71% 71%

Ave. monthly beauty
care spending

Pon d's

Olay

MAC

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Beauty care frequency

Household income

Ave. monthly beauty

care spending

Channels to buy
Le ss tha n 500 K

55%
47%

Make up

20%

Skin care

22% 2%

47%

58%

Every da y / almo st eve ry d ay
Once / w eek
Do n ot d o th is

69%

Less than 500K

Average

Less than 500K

Le ss tha n 500 K

Average

43%

Total

Le ss tha n 500 K

20%

49%

29% 29%

20% 20%

19%

20%

EC pl atfo rms Bea uty & Sup ermarke t
He althca re
store cha in

Influencers
Total

23%
45% 45%

Brands’
stores

Favorite brand

65%

29%

328K
Inde pen den t
stores

Seve ral times / w eek
Le ss tha n once / wee k

37% 34%

675K

22,797K

22% 10%

Important factors
71% 71%

39%

23,492K

19%

18% 18%
15%

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21% 21%

Qual ity

Safety

Bran d

Good
in gred ien ts

Price /
pro motion

Total

45%

44%

Inni sfre e

Olay

MAC

Ohui

Pon d's

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Beauty care frequency
Make up

28%

41%

Household income

Ave. monthly beauty
care spending

50 0K - 1 M
45%

693K

23,492K

5% 22%

Channels to buy
55%

49%

44%

30% 29%

Skin care

64%

Every da y / almo st eve ry d ay
Once / w eek
Do n ot d o th is

Seve ral times / w eek
Le ss tha n once / wee k

500K - 1M

Average

Important factors
72% 71%

50 0K - 1 M
53%

49%

51%

500K - 1M

Average

Bea uty &
He althca re
store cha in

Brands’
stores

Favorite brand
Total

62% 65%

20%

22%

20%

20% 20%

Inde pen den t
Mal l/
Sup ermarke t
stores
De partmen t
store

18% 18%

Total

18%

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13%
20% 21%

Qual ity

Safety

Good
in gred ien ts

Bran d

Price /
pro motion

29%

Influencers
50 0K - 1 M

22%
45%

26%

675K

23,285K

32%

Total

45% 47%

MAC

Olay

Inni sfre e

Pon d's

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Beauty care frequency
Make up

47%

36%

Household income
9%7%

Channels to buy
1M an d abo ve

73%

26,761K

53%

47% 44%

45%

1,939K

40%

34%

89%

Every da y / almo st eve ry d ay
Once / w eek
Do n ot d o th is

9%

Seve ral times / w eek
Le ss tha n once / wee k

1M and above

65%

1M and above

Total

Average

1M an d abo ve
20% 20%

45%
27%

Good
in gred ien ts

Bran d

20%

Total

22%

13%

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De partmen t
store

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9360,1-2

11%
8%

18%

Re view

20%

18%

13%

Brands’
stores

Influencers

24%

60%
49%

Safety

Average

Bea uty & EC pl atfo rms
He althca re
store cha in

Favorite brand

1M an d abo ve

60%

29%

675K

Important factors
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