Competitive Landscape
International Consumer Products Leverages Innovation to Defend Leadership
Men's grooming in Vietnam was moderately concentrated in 2025, with the leading three companies, International Consumer Products Co Ltd (19% value share), Unza Vietnam Co Ltd (14%), and Unilever Vietnam International Co Ltd (13%), together accounting for 46% retail value share. However, there has been a slow but notable movement towards fragmentation, as smaller and emerging brands gain visibility, particularly through online channels, though these shifts have not fundamentally altered the established hierarchy.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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 Men's Grooming 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 Men's Grooming 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?
Men's Grooming in Vietnam - Category analysis
Key Data Insights
Shopee and Tiktok Shop Drive Sales through Interactive Campaigns
Shopee and Tiktok Shop Drive Sales through Interactive Campaigns
Functional Premiumisation Captures the Discerning Urban Consumer
Streamlined Routines and Lifestyle Appeal Shape Men's Grooming Trends
Younger Shoppers Embracing Digital Platforms Set to Expand Grooming Routines
Functional Premiumisation and Hybrid Innovation to Reshape Daily Habits
International Consumer Products Leverages Innovation to Defend Leadership
Grocery Retailers Maintain Dominance through Daily Essentials
Shopee and Tiktok Shop Accelerate E-Commerce Adoption with Aggressive Promotions
Nerman Leverages Live Events to Elevate Premium Fragrance Launches
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:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
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 Men's Grooming research and analysis database.
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