By Dee Truong · Product Development & Market Trends · Published 06 May 2026
Vietnam has quietly become one of the most closely watched beauty markets in Southeast Asia, and its flagship trade show reflects that momentum. Vietbeauty, run alongside Cosmobeauté Vietnam and BeautyCare Plus, filled the Saigon Exhibition and Convention Center in Ho Chi Minh City from 24 to 26 July 2025, drawing exhibitors and brand owners from across the region to a market that has grown quickly enough to justify its own dedicated annual event.
For OEM buyers who have historically concentrated sourcing trips around Hong Kong, Bangkok or Kuala Lumpur, Vietbeauty is worth adding to the calendar specifically for its Vietnam-market relevance — a country with its own regulatory environment, consumer preferences and manufacturing base that a generalist regional show cannot fully represent. This recap covers what the 2025 edition offered, how the combined show is structured, and why it matters for brands evaluating Vietnam as a sourcing or distribution market.
Key takeaways
- Vietbeauty 2025 ran at the Saigon Exhibition and Convention Center (SECC), Ho Chi Minh City, from 24 to 26 July, organised by Informa Markets.
- It runs as a combined event with Cosmobeauté Vietnam and BeautyCare Plus, with roughly 600 exhibitors and 800+ brands from 20-plus countries and regions.
- Strong Korea and Japan national pavilions anchored the international exhibitor presence, alongside a hosted-buyer programme connecting suppliers with Vietnamese distributors.
- The show covers skincare, colour, hair, fragrance, OEM/packaging and aesthetics — both finished products and the manufacturing supply side.
- It is part of the wider Cosmobeauté ASEAN series, which also runs editions in Malaysia, Indonesia and the Philippines.
What Vietbeauty actually is
Vietbeauty is the international beauty exhibition built specifically for Vietnam’s fast-growing market, organised by Informa Markets. Since 2022 it has run co-located with Cosmobeauté Vietnam, a longer-running professional beauty show, and BeautyCare Plus, together forming one of Southeast Asia’s more significant beauty sourcing and retail platforms in a single venue and registration.
Combining three previously separate events into one show gives exhibitors a single, larger audience to reach rather than splitting attention across competing Vietnam-focused events, while buyers gain a broader exhibitor base to work through in one trip. This consolidation mirrors a pattern seen elsewhere in the region, where organisers have merged overlapping national shows to build a stronger single annual fixture.
Scale and structure of the 2025 edition
The 2025 show filled the SECC with roughly 600 exhibitors and more than 800 brands from over 20 countries and regions, spanning skincare, colour cosmetics, hair care, fragrance, OEM/packaging and the aesthetics segment. Strong Korea and Japan national pavilions gave international sourcing options a concentrated presence within the wider Vietnamese and regional exhibitor base.
A hosted-buyer programme connected international suppliers directly with Vietnamese distributors and brand owners, a structured matchmaking format that has become standard across the region’s larger beauty trade shows. For sourcing teams with a specific Vietnam-market brief, applying to that programme ahead of the show is generally more productive than relying entirely on unplanned booth visits.
Why Vietnam deserves its own sourcing trip
Vietnam is frequently grouped with the wider ASEAN market in regional sourcing conversations, but it has its own regulatory framework, consumer preferences and increasingly capable domestic manufacturing base that a broader regional show cannot fully represent. Brands specifically targeting Vietnamese consumers, or considering Vietnam as a manufacturing base to diversify away from more established hubs, benefit from a show built around that market rather than treating it as a subset of a wider ASEAN trip.
The presence of dedicated Korea and Japan pavilions also reflects how seriously East Asian suppliers take the Vietnamese market specifically, rather than treating it as an afterthought within a broader Southeast Asian sourcing strategy. That level of dedicated international investment is itself a signal of the market’s perceived growth potential.
Who should prioritise this show
Brands and distributors specifically targeting Vietnam — one of ASEAN’s fastest-growing beauty markets by most industry estimates — will find Vietbeauty the most efficient place to meet local buyers, identify OEM/ODM and packaging partners, and get a direct read on Vietnamese consumer trends in one trip. It is less essential for brands with no specific Vietnam-market interest, who may find broader regional shows in Hong Kong or Bangkok cover a wider international exhibitor base more efficiently.
For brands already sourcing across multiple ASEAN markets, Vietbeauty pairs naturally with the wider Cosmobeauté ASEAN series, which also runs editions in Malaysia, Indonesia and the Philippines — giving a sourcing team the option to build a multi-market comparison across several trips within the same show family rather than starting from scratch in each country.
Planning a Vietnam-focused sourcing trip
First-time attendees should register through the official Vietbeauty website in advance, particularly if seeking access to the hosted-buyer programme, since matchmaking meetings are typically arranged before the show opens rather than on-site. Given the show’s growth and the number of co-located events under one roof, mapping the exhibitor list by category ahead of arrival helps a buyer with a specific brief navigate the floor efficiently across the three-day run.
Buyers unfamiliar with Vietnam’s regulatory environment specifically should treat a factory visit or booth conversation at the show as the starting point for due diligence, not the end of it — local cosmetic registration and labelling requirements differ from Malaysia’s NPRA framework and should be confirmed directly with Vietnamese authorities or a knowledgeable local partner before finalising any supply agreement.
What a first-time visitor should expect on arrival
Visitors arriving at SECC for the first time should expect a show floor organised loosely by product category and country pavilion rather than a single continuous layout, given that three previously separate events now run under one roof. Allowing extra time on the first day simply to orient around the combined floor plan, before committing to specific exhibitor meetings, tends to pay off across the remaining two days of the show.
Language can also be a practical consideration: while major international exhibitors typically staff booths with English-speaking representatives, smaller domestic Vietnamese suppliers may not, so buyers without Vietnamese language support may want to prioritise the national pavilions and larger exhibitors where communication is more straightforward, or arrange a local interpreter in advance for the smaller domestic booths that make up a meaningful share of the floor.
Sourcing considerations beyond the show floor
As with any trade show, Vietbeauty is a strong first step for discovery and shortlisting, not a substitute for the due-diligence steps that follow: factory audits, sample evaluation, and confirming a supplier’s regulatory and certification status for the buyer’s target market. Brands planning to distribute Vietnam-sourced products into Malaysia specifically should still confirm NPRA cosmetic notification requirements before finalising a supply agreement, regardless of where the product was manufactured.
For brand owners newer to how these sourcing relationships typically progress from an initial trade-show meeting, our explainer on what OEM manufacturing involves is a useful starting point, and our broader market reports & industry trends coverage tracks other regional beauty trade shows relevant to sourcing decisions across Asia.
What Vietbeauty signals about Vietnam’s manufacturing base
The scale and international pavilion presence at Vietbeauty is itself a useful indicator for OEM buyers evaluating Vietnam as a manufacturing option rather than purely a consumer market. Strong Korea and Japan pavilions specifically suggest those countries’ suppliers see enough opportunity in Vietnam to invest in a dedicated national presence year after year, rather than treating the market as a minor export destination.
For brands considering diversifying production away from more established manufacturing hubs, a growing domestic show of this scale is one signal, among several, that a country’s manufacturing base is maturing to the point where international sourcing relationships are becoming more practical to establish and maintain.
Frequently asked questions
When and where is Vietbeauty held?
At the Saigon Exhibition and Convention Center, Ho Chi Minh City, each year in July. The 2025 edition ran 24 to 26 July.
Who organises Vietbeauty?
Informa Markets, which co-locates it with Cosmobeauté Vietnam and BeautyCare Plus under one combined show and registration.
Is Vietbeauty useful for sourcing an OEM/ODM manufacturer?
Yes. It covers finished beauty alongside OEM/ODM and packaging exhibitors specifically for the Vietnamese market, making it the most concentrated single show for Vietnam-focused sourcing.
How does Vietbeauty compare with broader regional shows like Cosmoprof Asia?
Vietbeauty is smaller but more concentrated on the Vietnamese market specifically. Broader shows in Hong Kong or Bangkok draw a wider international exhibitor base but represent Vietnam’s market conditions less directly.
This recap is based on official Vietbeauty and Cosmobeauté Vietnam organiser communications and industry trade press. Always confirm current dates and registration on the official Vietbeauty website.
About the author
Dee Truong is a Vietnam-based professional with experience in the beauty and consumer-product sector. Her interests include product development, market trends and the commercial side of bringing consumer products from concept to market. LinkedIn
