How Gen Z Consumers Are Transforming Skincare Buying Trends and Influencing Vietnam’s Beauty Industry Growth

How Gen Z Is Changing Skincare Buying Habits in Vietnam

The skincare industry in Vietnam is majorly being augmented by the demand arising due to the GenZ consumers. This generation is influencing what is being sold, how it is marketed and where it is bought owing to factors like digital fluency, rising disposable income and a sharp eye for branding and ingredients.

Their practices represent a shift toward clean, transparent, and individualized skincare procedures, as opposed to the generic items popular among millennials. They prioritize ingredients that produce quick, visible benefits, value authentic local tales, and base their product selection mainly on internet evaluations and social media, altering skincare purchasing habits throughout Vietnam.

Social Media Is the Primary Discovery Channel

Social media has become the primary discovery channel for skincare among Vietnamese Gen Z consumers, led by TikTok, Instagram, and Facebook. They often discover products from beauty influencers, short videos of skincare routines, and before-and-after testimonial reels, which feel more relatable and legitimate than traditional ads.

This generation is also influenced by peer suggestions, live shopping events, and product unboxing emphasizing true-to-life experiences. For instance, the Cocoon Vietnam turmeric mask gained popularity after it went viral on TikTok due to user reviews as well as influencer tutorials, propelling massive sales and brand awareness.

Ingredient Awareness Is Surprisingly High

Most Gen Z consumers are familiar with ingredients such as niacinamide, AHA, BHA, centella asiatica, and hyaluronic acid. They also want transparency in formulation, with brands favoring percentage listing or descriptive labeling of each ingredient's role.

They are not as brand-loyal as other generations and are far more ready to take a chance on new local brands if the ingredient list, results, and reviews are interesting.

Sustainability and Packaging Also Matter

Sustainability and innovative packaging have been essential issues for Vietnamese Gen Z beauty buyers. This group is not only concerned with the environment but also values products that have refillable or recyclable packaging, cruelty-free and vegan formulations, and light or biodegradable packaging. Although cost is still a concern, most people are willing to pay extra for companies that share their values and convey their identity, opting for products that feel both ethical and intimate.

They Shop Primarily Online but Expect Offline Options Too

Gen Z buyers favor e-commerce platforms like Shopee and Lazada for discounts and bundles, but they also visit physical stores like Watsons or Guardian for testing and impulse buys. Omnichannel availability is key to winning this segment.

For deeper demographic insights and brand trends, visit our Vietnam Skin Care Products Market

Skincare Brands Need to Evolve Fast to Stay Relevant With Gen Z

This generation is moving quickly. But what’s trending one month may not hold attention the next. Brands that succeed will focus on education, speed, transparency, and digital-first experiences, while delivering real results without overpromising.