Metric (Data Science Joint Stock Company) reported that online sales of body lotion on three digital platforms reached over 700 billion VND from 1/1-31/12/2025. This category saw a 31% growth year-on-year, highlighting the increasing demand for beauty products among Vietnamese consumers.

Metric's research also revealed a diversifying market, offering various textures from lotions and creams to new generation whitening serums. This caters to diverse consumer demands, spanning both budget-friendly and premium price points.

Whitening products are among the top sellers on e-commerce platforms. *Photo: Metric*

Despite an increasing number of official brands entering the market, unbranded products continue to dominate, accounting for one-third of total sales.

In a market fragmented by products of unclear origin and competition from international goods, local brand Five Grains secured a 12% market share in the body whitening cream category. It was recognized as the "best seller in Vietnam in 2025" on e-commerce platforms, including Shopee, TikTok Shop, and Lazada.

Five Grains is a skincare and body care brand, known for its Day Body Cream line (part of the full-body whitening market). *Photo: Five Grains*

The success of Five Grains suggests that Vietnamese consumers are becoming more discerning. They are willing to invest in local products when brands demonstrate clear origins, well-defined product strategies, and proven effectiveness. Experts from Data Science Joint Stock Company believe the market's future lies with businesses committed to quality, understanding local skin needs, and building lasting customer trust, rather than with unverified products.

Metric (Data Science Joint Stock Company) provides smart data aggregation and analysis platforms, leveraging Big Data and AI technology to offer market intelligence and business intelligence solutions.

(Source: Metric)