Competitive Landscape
Coty Beauty Vietnam Defends Leadership as Dupe Brands Gain Traction
Fragrances in Vietnam remained moderately concentrated in 2025, with the top player, Coty Beauty VietnamCo Ltd, holding 14% value share. However, the landscape became gradually less concentrated over the review period, as Coty Beauty's share declined from 17% in 2020.
Toouch Leverages Digital Storytelling to Attract Younger Consumers
Emerging Vietnamese brands are making notable progress by adopting differentiated strategies that target younger, urban audiences. Toouch is a prime example, gaining traction in 2025 through gender-neutral fragrances, storytelling-led product positioning, and a digital-first approach.
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Overview:
Understand the latest market trends and future growth opportunities for the Fragrances industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Fragrances industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Fragrances in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Fragrances in Vietnam?
- Which are the leading brands in Vietnam?
- How are products distributed in Vietnam?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Fragrances in Vietnam - Category analysis
Key Data Insights
Tiktok Shop and Creator Brands Redefine Digital Fragrance Discovery
Tiktok Shop and Creator Brands Redefine Digital Fragrance Discovery
Premium Launches and Emotional Storytelling Fuel Value Gains
Local Brands Tap Sustainability and Natural Inspiration to Build Trust
Lifestyle-Driven Premiumisation to Shift Fragrance Preferences and Value Growth
Digital Storytelling to Expand Consumer Engagement
Natural Inspiration Set to Support Trust but Quality and Uniqueness Drive Choice
Coty Beauty Vietnam Defends Leadership as Dupe Brands Gain Traction
Toouch Leverages Digital Storytelling to Attract Younger Consumers
Department Stores and Beauty Specialists Defend Leadership as Online Gains
Beauty and Personal Care in Vietnam - Industry Overview
Digital-First Launches Accelerate Social Commerce-Driven Growth
Key Data Insights
Digital-First Launches Accelerate Social Commerce-Driven Growth
Skin Care Brands Use Science-Backed Actives to Boost Trust
Regulatory Scrutiny Shifts Influencer-Led Launches toward Trust and Compliance
Premiumisation to Reshape Consumer Routines and Spending
Social Commerce and Ingredient Transparency to Drive New Purchasing Habits
L’Oréal Strengthens Leadership as Local Rivals Remain Niche
Offline Specialists and Modern Grocers Sustain Shopper Trust and Trial
Retail E-Commerce Accelerates Value as Social Commerce Scales Launches
Retail Collaborations and Omnichannel Launches Redefine Shopper Engagement
Country Reports Disclaimer
The following categories and subcategories are included:
Fragrances
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits and body mists. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Fragrances research and analysis database.
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