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Under the ASEAN Cosmetic Directive, the ASEAN beauty market is projecting strong growth in 2026, with industry-wide revenue expected to exceed USD 34 billion. The outlook is supported by rising middle-class incomes, urbanization, and a premiumization trend toward sustainable products designed to adapt to climate-related needs.
Thailand is forecast to remain the leading market for beauty and personal care, with revenue projected to reach USD 7.87 billion by 2034 and a CAGR of 5.45%. The market is supported by more than 760 producers certified under the Bio-Circular-Green (BCG) model.
Vietnam’s beauty market is about USD 2.3 billion and is described as one of the fastest-growing in the region. Within Vietnam, the premium skincare segment is forecast to reach USD 1.49 billion by 2034.
Speaking at the Roadshow COSMOPROF CBE ASEAN 2026, Do Quoc Tuan, founder of MD Care Vietnam, said Vietnam’s market in 2025–2026 has changed significantly compared with a few years ago, particularly in consumer behavior. He noted that consumers now place greater emphasis on active ingredients, technology, the origin of production, brand credibility, and community trust.
According to Mr. Tuan, Vietnam is not only a fast-growing pharma-cosmetics market but also highly responsive to new trends, continually updating technology, media, and modern sales methods. Consumers are said to have improved knowledge of active ingredients, clinical evidence, and long-term value for skin health.
One factor creating room for industry growth is Vietnam’s young demographic. People aged 15–45 account for about 50% of the population and represent a segment with high demand for skincare and treatment products.
COSMOPROF CBE ASEAN Bangkok 2025 attracted over 23,000 visitors from 66 countries and territories.
The challenge for the market is balancing price and brand positioning. If prices are too low, consumers may doubt the quality of treatment. If prices move too close to those of imported European or Korean brands, Vietnamese brands may lose competitiveness.
As Vietnam’s beauty market grows and integrates more deeply into the regional value chain, trade shows are positioned as platforms for Vietnamese companies to connect, network, stay updated on trends, and expand cooperation with partners in ASEAN and beyond.
Upcoming COSMOPROF CBE ASEAN Bangkok 2026 will be held from 24–26 June 2026 at the Queen Sirikit National Convention Center in Bangkok. The event will gather domestic and international beauty firms to showcase products, technologies, and industry trends.
The 2026 edition is expected to expand by 50%, with exhibition space over two floors and more than 2,500 exhibitors and brands. Organizers expect around 25,000 visitors from over 70 countries, with significant participation from Vietnamese enterprises and buyers.
Notably, 2026 will debut Cosmopack CBE ASEAN Bangkok 2026, a dedicated expo for the beauty supply chain covering ingredients, packaging, machinery, private labeling, outsourcing, and comprehensive solutions for the cosmetics industry.
The content also points to growing consumer support for local brands, citing Cocoon as a model for building trust in Vietnamese cosmetics. COSMOPROF CBE ASEAN Bangkok 2026 is positioned to help domestic brands gain exposure and accelerate growth within ASEAN and global markets.
Industry expectations include continued innovation in active ingredients (PDRN, Exosome, Retinoid, Spicule, Microbiome), ongoing consumer education, and a balance between value and price in branding.
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