According to Van Thi Ngoc Hai, Chairwoman of the European Pharmaceutical Group (EUPC Group), the importer of Ziaja products, expanding the product portfolio in Vietnam will prioritize essential lines. These lines serve daily personal health care needs rather than focusing on short-term beauty solutions. This direction aligns with the physiological characteristics and lifestyle habits of Vietnamese people, especially in urban environments.

Van Thi Ngoc Hai, Chairwoman of the European Pharmaceutical Group. Photo: Supplied

Products for office workers and those with allergies

Sensitive skin represents a significant need in Vietnam, particularly among individuals who frequently use air conditioning or have allergic predispositions. For this group, skincare extends beyond aesthetics; it involves restoring and maintaining the skin's protective barrier.

In this segment, Ziaja offers its Ziaja Med Atopic Skin Dermatological Formula line, designed to support the recovery and maintenance of the skin's protective barrier. The range includes a body emulsion with 1% urea for full-body application and a face cream with 5% urea, focusing on deep hydration to alleviate dryness, tightness, and flaking. These products feature minimalist formulas, suitable for daily and long-term use, targeting individuals with sensitive or specific skin conditions.

Natural ingredient product group

Beyond specialized lines, Ziaja developed the Natural Care range for users prioritizing natural origin products and lightweight textures. This category features a face balancing spray, a micro-grain exfoliant, and a deodorant roll-on, addressing basic personal care needs.

According to Ziaja, Natural Care products are positioned for convenience and ease of use in daily life. They also meet criteria for safety and reduced irritation, which are important factors for consumers in tropical markets.

Ziaja's natural origin product lines. Photo: Ziaja

Personal hygiene products

Within the personal hygiene category, the Ziaja Intimate Wash Gel line is clearly differentiated to meet specific needs. All products feature a physiologically appropriate pH for various requirements and conditions, are soap-free, and are intended for daily use.

The three versions include: Lily of the Valley for regular use; Oak Bark, which supports recovery and protection, suitable for menstrual days; and Marigold, focused on moisturizing, protecting, and soothing skin, ideal for individuals prone to dryness and inflammation. This functional differentiation enables users to select products tailored to their personal condition, rather than relying on a general formula.

Ziaja Intimate Wash Gel line. Photo: Ziaja

Daily essential products

In addition to its main care lines, several standalone Ziaja products serve as familiar 'helpers' in daily life. The pharmaceutical-grade White Vaseline protects and moisturizes lips, dry skin, or areas prone to chapping, particularly in air-conditioned environments. Meanwhile, the Blocker Anti-perspirant roll-on targets individuals needing intensive sweat control. Despite their small size, these products significantly enhance daily comfort and quality of life.

According to Van Thi Ngoc Hai, Ziaja remains committed to a 'real value' strategy, aiming to deliver products that ensure quality, safety, and reasonable cost. Moving forward, EUPC Group and its partners will continue expanding their multi-channel distribution system, making products more accessible to consumers and offering a wider range of products across different price segments for various customer groups.

"With a diverse product system, clearly segmented by need groups, we hope Vietnamese consumers will have more reputable choices in their personal health care journey", said Hai.

Van Ha