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Ziaja Vietnam plans to pursue sustainable development and expand its corporate social responsibility (CSR) activities for the 2026-2030 period. Ms. Van Thi Ngoc Hai, Chairwoman of the European cosmetics group (EUPC Group), said the company will work with partner Baniphar Pharmaceuticals to boost market communications and education while expanding the distribution network, with the aim of helping consumers in both urban and rural areas access genuine products more easily. New products will be selected based on real needs and the conditions of use for Vietnamese consumers.
Company leaders said the dermo-cosmetics market has changed significantly compared with previous years. Vietnam is developing strongly, with a population of nearly 100 million people, and demand for dermo-cosmetics for skin care and beauty has risen sharply. They added that consumers are placing greater emphasis on product safety, efficacy, and long-term health impacts.
For 2026-2030, Baniphar and EUPC Group plan to introduce environmentally friendly body care lines, including products with natural-origin ingredients such as goat milk, olive, aloe, or manuka. The companies said these product groups are of particular interest to Vietnamese consumers because of their mildness, suitability for long-term use, and environmental friendliness.
Ms. Hai said the companies’ core strategy remains unchanged: quality, safety, and reasonable cost, alongside clarifying the true value of products so consumers can understand and choose correctly.
She also highlighted that users with sensitive skin remain a key focus. According to Ms. Hai, climate change, urban pace, and unbalanced lifestyle habits can make skin more sensitive, so skin-care products must be developed to be gentler, safer, and more sustainable to meet consumers’ real needs.
Under this orientation, Ziaja’s new products undergo about two years of research and testing before being launched. The main trend is vegan formulations with a high share of natural ingredients, which the company said helps reduce the risk of irritation.
Alongside business activities, Baniphar and EUPC Group said they incorporate social responsibility as an integral part of Ziaja’s sustainable development strategy. The companies are currently supporting long-term community activities, including the VNExpress Basketball Friendly Cup Ziaja 2024-2025, aimed at building healthy sports venues for young people, with plans to expand the scale in the future.
On the sidelines of the basketball event, Baniphar and EUPC Group also co-finance a School Tour to train skills and health for high school students. Students participate in organizing activities and receive health-care knowledge.
Previously, the companies intensified CSR activities, including the “Thank you for the sacrifices of medical staff” campaign. Baniphar and EUPC Group imported 12,000 tubes of moisturising emulsion from Europe for free, transported by air and delivered directly to field hospitals. They also said they regularly sponsor programs to develop the dermo-cosmetics and skin care sector in Vietnam.
Ms. Hai said the activities are driven by a spirit of sharing rather than promotional purposes, with the goal of disseminating real value and demonstrating social responsibility. An EUPC Group representative added that sustainable development is no longer a choice but a condition for the brand to exist and remain committed to the Vietnamese market long-term.
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