Discover the Local Ingredients Driving Innovation and Growth in Vietnam’s Emerging Skincare and Beauty Industry

What Local Ingredients Are Shaping Vietnam’s Skincare Industry

The Vietnamese skincare market is expanding fast, and a standout characteristic is the inclusion of locally sourced ingredients. These are playing a more vital role in product formulation. Vietnam's skincare market is more dependent on native ingredients due to cultural faith in classic botanicals and the world's demand for natural, sustainable products. Local herbs and fruits provide authenticity, affordability, and differentiation, enabling marketers to communicate with consumers in search of environmentally friendly, effective, and Vietnam-based beauty and wellness solutions. As more consumers search for natural, gentle, and cost-effective solutions, local companies are tapping into the country's immense biodiversity to meet those demands.

Vietnam's own ingredient base, from the application of modern active ingredients to herbal medication, is assisting brands in distinguishing themselves in a saturated market and keeping pace with global clean beauty trends. For instance, Vietnamese skincare brand Skinna incorporates traditional ingredients such as lotus extract, centella asiatica, and rice bran into their modern formulas. To differentiate themselves from global competition, their products emphasize the soothing and revitalizing quality of domestic herbs, targeting consumers looking for effective, pure, and culturally suitable skincare products.

Centella Asiatica Is Leading the Herbal Skincare Wave

With its calming, rejuvenating, and anti-inflammatory effects, Centella asiatica, otherwise known in the local region as "rau má," is increasingly popular in Vietnam's skin care industry. Historically prescribed in Vietnamese traditional herbal medicine to heal wounds and soothe the skin, it has evolved to become modern formulations to address the growing demand for soothing, effective treatments for sensitive and acne-prone skin.

Centella is now a staple ingredient in light, gel-like moisturizers, barrier-repair moisturizing creams, and spot treatments for acne, so it is widely sought after by consumers for calming, uncomplicated skincare. Vietnamese brands employ rau má as a signature ingredient in order to differentiate themselves from popular Korean and Japanese brands that also employ centella in products for sensitive skin and barrier repair.

Rice Bran and Fermented Rice Extracts Are Reclaiming Attention

Vietnamese culture has long included rice, which is now being used in brightening creams, masks, and cleansers. Fermented rice extract promotes skin hydration and texture, while rice bran oil is high in vitamin E and antioxidants.

These ingredients attract buyers looking for non-irritating, daily-use products that work well in humid and hot environments. For example, the Vietnamese product Herbal Cup's Rice Brightening Cream uses fermented rice extract and rice bran oil to brighten, moisturize, and calm skin. It appeals to consumers seeking mild, natural skincare products with cultural significance because it is made to be used on a daily basis in Vietnam's humid and hot climate.

Lotus, Green Tea, and Mulberry Are Also Gaining Ground

• Lotus extract is used in toners and sleeping masks for its hydrating and calming effect.
• Green tea appeals to consumers focused on oil control and anti-pollution protection.
• Mulberry extract is being added to brightening and anti-aging serums, offering a gentler alternative to harsher actives.

These botanicals are being positioned not just as natural, but as deeply Vietnamese, a powerful branding angle as consumers seek locally rooted wellness.

For a full market overview and growth forecast, see our Vietnam Skin Care Products Market

Vietnamese Skincare Brands Are Leaning Into Homegrown Identity

Rather than mimic global trends outright, successful Vietnamese skincare brands are embracing ingredients that reflect local culture, climate, and needs. This is helping them resonate with younger consumers who care about where their products come from and what they stand for.