Vietnam's online retail market, particularly the beauty and personal care sector, is experiencing robust growth. According to Metric's Vietnam Online Retail Market Report 2025, this sector led with 74,4 trillion VND in sales, a nearly 30% increase from the previous year. Specifically, Q4 2025 alone saw 15,3 trillion VND in sales, up 23%, and accounted for 14% of the total market size for two consecutive quarters. This growth indicates users' increasing preference for purchasing these products online, creating opportunities for brands but also intensifying competition.

In today's dense information landscape, attracting attention and creating differentiation, especially when launching new products, has become critical. Seizing this trend, Shopee launched Shopee Debut in late 2025. This initiative helps brands optimize product introduction strategies and boost their breakthrough potential in the market.

The Shopee Debut platform synchronously integrates various tools within a single ecosystem, including livestream, video, affiliate marketing, the Shopee Ads advertising system, vouchers, and flash sales. Diversifying touchpoints within one campaign, all integrated on a single platform, allows brands to avoid resource dispersion and simultaneously conduct communication and sales activities.

Shopee Debut's monthly livestream series brings together key opinion leaders, creating a real-life experience space, contributing to increasing product credibility. Photo: Shopee

The effectiveness of this model is demonstrated by Korean cosmetics brand Black Rouge's campaign to launch its Air Fit Velvet Lite lipstick line in March.

Black Rouge implemented various activities concurrently, such as exclusive offers, flash sales, and interactive content to stimulate demand immediately upon launch. Livestream sessions allowed users to visually experience the lipstick texture, colors, and real-life feel. Simultaneously, an affiliate marketing network and content creators spread reviews to diverse customer segments, driving purchase decisions.

Over 1,500 live sessions and creative content generated over 180,000 visits for the new product. Photo: Black Rouge

Thanks to these strategies, Black Rouge's revenue increased by over 53% compared to the previous month, with order volume rising by 47%. A Black Rouge representative stated that leveraging the Shopee ecosystem shortened the time and resources needed to build new product recognition. Furthermore, interactive content combined with attractive offers helped increase conversion rates and optimize commercial effectiveness.

Similarly, a Carrie Junior brand representative shared insights on introducing a new children's shower gel line on Shopee Debut this past March: "The model helps brands create a highlight and reach the right customer segment in a short time. As a result, new products have more opportunities to gain user attention, be explored, and lead to quicker purchase decisions."

By implementing various activities concurrently, Shopee Debut not only leverages high traffic from the platform but also concentrates user attention on new products in a short period.

Extensive presence on the platform helps brands quickly attract users during the launch phase. Photo: Shopee

While browsing apps and social media, users repeatedly encounter the product through multiple touchpoints, from livestreams, short videos, and display banners to content from key opinion leaders (KOLs) and key opinion consumers (KOCs). This deliberate repetition increases brand recognition and helps consumers remember the product amidst the "matrix" of information on the platform.

As a result, this children's personal care brand sold over 8,900 orders and maintained an average 5-star rating for its new product line.

Carrie Junior collaborated with many KOLs and KOCs to execute over 30,000 livestream sessions and promotional videos for the new product. Photo: Carrie Junior

Both Black Rouge and Carrie Junior believe that 2026 still offers significant growth potential for e-commerce, but competition is increasingly fierce, requiring each campaign to be thoroughly invested in. In this context, Shopee Debut becomes a crucial touchpoint, helping brands simultaneously increase recognition and drive growth when launching new products.

The Dan

Launched in September 2025, Shopee Debut is a program for introducing new products from many well-known brands. A key feature of the program is a series of monthly livestreams accompanied by "Debut Masters," comprising leading KOLs across various fields. Here, users can acquire deals launched for the first time on Shopee, along with attractive offers. Details can be found here.