K-Beauty and J-Beauty Trends Are Significantly Influencing Skincare Routines and Preferences in Vietnam

K-Beauty and J-Beauty Are Influencing Skincare Routines in Vietnam

Vietnam’s skincare market has evolved significantly over the past decade, and much of that change has been shaped by the influence of K-Beauty (Korean) and J-Beauty (Japanese). These two regional powerhouses have introduced Vietnamese consumers to new formats, multi-step routines, and ingredient-first formulations.

Their impact is visible across product design, brand positioning, and even how consumers talk about skincare.

K-Beauty Introduced a Ritual-Based Skincare Mindset

Korean skincare popularized the concept of multi-step routines, which Vietnamese consumers have readily adopted. It has become common to double cleanse with an oil-based cleanser followed by a water-based one, as well as layer toners, serums, essences, and ampoules. Sheet masks have also become a common component of skin care, providing quick hydration and relaxation.

The emphasis on hydration, barrier repair, and gentle exfoliation complements Vietnam's hot, humid climate and sensitive skin concerns, particularly in urban areas such as Ho Chi Minh City and Hanoi. For example, Innisfree's Green Tea Seed Serum, which is widely accessible in Vietnam, is frequently used as a moisturizing layer following washing and toning.

J-Beauty Offers a Minimalist, Functional Approach

While K-Beauty focuses on elaborate rituals and constant innovation, J-Beauty has gained popularity in Vietnam by emphasizing simplicity and consistency. Japanese skincare manufacturers focus fewer but more effective stages, employing gentle, professionally proven ingredients intended for long-term benefits rather than immediate results. J-Beauty's clean, understated look and practical approach appeal to working professionals and elderly consumers in Vietnam who choose functionality, modest branding, and consistent performance over trends or complex regimens.

Local Brands Are Blending Both Approaches

Vietnamese skincare startups are now merging K-Beauty’s storytelling and sensorial appeal with J-Beauty’s functional simplicity. This has led to:

• Lightweight emulsions suited for humid weather
• Products with active ingredients like ceramides, rice ferment, and centella asiatica
• Greater emphasis on packaging and pH balance

Retailers are also allocating more shelf space to Korean and Japanese imports, often grouping them together for easier comparison.

To learn how these trends are influencing consumer demand, pricing, and competition, see our Vietnam Skin Care Products Market

Regional Beauty Standards Are Reshaping Local Skincare Norms

Vietnamese skincare culture is no longer built solely around Western products. Korean and Japanese influences have created new expectations around quality, packaging, and results, pushing both local and imported brands to adapt quickly. The result is a more diverse, informed, and experimental skincare audience.