Moisturizers and Serums Compete for Shelf Space as Vietnam’s Skincare Market Sees Growing Consumer Demand

Moisturizers and Serums Are Competing for Shelf Space in Vietnam’s Skincare Market

Vietnam’s skincare market is maturing, and product categories that were once niche are now part of the everyday routine. Moisturizers and serums are two of the fastest-growing categories, but they are serving different consumer needs.

While moisturizers remain a basic essential, serums are gaining traction among consumers looking for targeted treatments and visible results. Cocoon Vietnam's Centella Water Gel Moisturizer, for example, is a popular daily hydration and soothing product, while their Turmeric Serum has grown in popularity among consumers looking for targeted brightening alongside spot-reduction treatments, illustrating the growing demand for serums that provide visible, specific skincare results.

Moisturizers Are Still the Staple but Are Becoming More Functional

Most Vietnamese consumers initiate their skincare routine with a moisturizer, which is regarded as a safe, vital product suitable for daily use. Moisturizers are popular in hot, tropical climates because they provide required moisture and are easy to mix with other skincare treatments. In recent years, manufacturers have improved moisturizers by using active ingredients such as niacinamide, panthenol, as well as hyaluronic acid, converting them from simple hydrators to multifunctional products that address concerns such as brightening, calming, and enhancing skin texture.

Serums Are Becoming the Hero Product for Targeted Concerns

Serums are lighter, more concentrated, and usually more expensive than moisturizers, which makes them a high-end addition to skincare routine. In Vietnam, consumers are increasingly turning to serums to address specific skin concerns like acne scars, pigmentation, redness, sensitivity, and early signs of aging, indicating a shift toward more targeted and result-oriented skincare.

Online platforms and beauty advisors play an important role in educating users on how to properly layer serums and moisturizers, which increases adoption across genders and age groups. For example, La Roche-Posay's Effaclar Serum, which is intended to eliminate acne spots and refine texture, has gained popularity among young Vietnamese consumers looking for effective, dermatologist-backed remedies.

Price and Perceived Value Influence Buying Decisions

While moisturizers tend to be value-driven purchases, serums are often viewed as investments. Consumers are more willing to pay a premium if they see visible improvement in 2 to 4 weeks.

Smaller serum sizes and combo packs with moisturizers are helping reduce price hesitation, especially for younger buyers. For example, The Ordinary's Niacinamide 10% + Zinc 1% serum, which is frequently marketed in 15ml trial doses or paired with a basic moisturizer, has acquired appeal in Vietnam. These affordable, smaller options allow younger consumers to test efficacy without incurring a large upfront cost, making serums feel like a worthwhile investment when results appear quickly.

Retailers Are Expanding Shelf Space for Both Categories

Supermarkets, pharmacies, and specialty beauty stores in Vietnam now allocate more display and ad space to serums, often grouping them by function rather than brand. Moisturizers still dominate shelf space, but serums are slowly closing the gap.

To learn more about product trends and consumer buying behavior, see our Vietnam Skin Care Products Market

Vietnamese Consumers Are Layering Smarter and Spending Differently

As skincare routines become more customized, Vietnamese consumers are building routines that include both moisturizers and serums, each serving a specific role. Brands that can clearly explain these roles and deliver visible results are gaining loyalty.