Pham Minh Dung, Cocoon's Business and Marketing Director, announced the company joined the OVS retail system in early september. OVS is one of Italy's largest fashion retailers, with thousands of stores domestically and internationally.

According to Dung, the company's choice of Italy as its next European market destination was not arbitrary. Italy is a major hub for cosmetic research, production, and export in the region.

Cosmetica Italia, the Italian Cosmetics Association, reported the country's total cosmetic industry revenue reached 18 billion EUR in 2024, equivalent to over 540 trillion VND. Of this, export turnover was approximately 8,6 billion EUR, reflecting Italy's important position in the global cosmetic supply chain.

Consumers learn about Cocoon products at OVS Italy. Photo: Cocoon

The growth of the beauty industry also entails stringent standards for product quality, legal documentation, and ingredient transparency. Therefore, entering the Italian market presents a significant challenge for non-European brands.

Pham Minh Dung stated that working with Italian partners required the company to meet numerous demands regarding quality, production standards, and product traceability.

"We prioritize product quality and transparency. Our presence in the OVS system is the result of thorough preparation and meeting the distributor's requirements," Dung said.

Many international brands utilize common beauty ingredients such as rose, olive, or lavender. In contrast, Cocoon chose to incorporate ingredients familiar to Vietnamese people into its personal care products.

From Dak Lak coffee, grapefruit, and winter melon to lotus, a range of Vietnamese agricultural products have been developed into various beauty lines by the brand. This local element has become a key differentiator, helping Cocoon attract international customer interest.

Notably, coffee and grapefruit extract cosmetics garnered significant attention during promotion in Italy. Their distinctive aromas and stories behind the ingredient origins offer European consumers a new experience with Vietnamese cosmetics.

Cocoon's journey into the Italian market began not with retail shelves, but through a series of international industry events. According to a brand representative, participating in European beauty exhibitions like Cosmoprof Worldwide Bologna 2025 provided the company opportunities to showcase products, connect with partners, and gather consumer feedback.

Cocoon booth at Cosmoprof Worldwide Bologna 2025. Photo: Cocoon

Pham Minh Dung also noted that in the early days of exhibiting in Italy, many visitors were curious about Vietnamese coffee and grapefruit ingredients. They asked numerous questions about the benefits and origins of each component. "From those conversations, we gradually expanded our collaboration opportunities and market access," Dung stated.

Beyond distribution activities, Cocoon representatives also participated in events like Beauty Week and Milan Fashion Week to engage with the international consumer community.

In recent years, an increasing number of Vietnamese businesses have sought opportunities in developed markets with products that possess unique identities and meet international standards.

For Cocoon, the journey in Italy is not merely about placing products on retail shelves but also an effort to introduce familiar Vietnamese ingredients to the global consumer community.

Turmeric jelly line (right), makeup remover oil. Photo: Cocoon

According to Cocoon's representative, the presence of Vietnamese brands in high-standard markets like Europe demonstrates the growing competitiveness of the domestic cosmetic industry.

"This is also a positive sign for the trend of exporting value-added products, helping to bring Vietnamese agricultural products and the beauty industry closer to international consumers," the brand representative added.

Lam Anh