Vietnam Men's Grooming Market Overview, 2029

Vietnam's men's grooming industry is undergoing a significant transformation, driven by changing societal attitudes, increasing disposable incomes, and a growing awareness of personal care among Vietnamese men. The men’s grooming industry in Vietnam has seen notable growth in recent years, moving beyond traditional grooming routines to encompass a broader range of personal care products and services. Historically, men’s grooming was limited to basic shaving and hygiene products, but the market is now expanding to include a diverse array of products aimed at improving overall appearance and well-being. This growth is fuelled by a younger generation of men who are more engaged with their personal grooming and self-care routines, influenced by global beauty trends and increasing exposure to international brands. The market is predominantly influenced by younger consumers, including Millennials and Gen Z, who are more open to investing in grooming products and services. These demographic groups are driving demand for innovative and high-quality grooming solutions, often influenced by global beauty trends and social media. Personal hygiene products such as deodorants, body washes, and oral care items are fundamental to the grooming routine. The market is seeing increased demand for products that offer long-lasting freshness and skin-friendly ingredients. Deodorants and antiperspirants with natural components and distinctive fragrances are particularly popular. The rise of specialized male grooming salons and spas represents a significant trend in the market. These establishments offer services ranging from haircuts and beard trims to facials and massages. The growing popularity of professional grooming services reflects a broader acceptance of self-care and a desire for high-quality, personalized grooming experiences. According to the research report "Vietnam Men’s Grooming Market Overview, 2029," published by Bonafide Research, the Vietnam Men’s Grooming market is anticipated to grow at more than 9.76% CAGR from 2024 to 2029. The Vietnamese men’s grooming market is increasingly influenced by global beauty and grooming trends. The rise of K-beauty and Western grooming routines has introduced Vietnamese men to new products and practices, such as multi-step skincare routines and advanced grooming technologies. Social media and beauty influencers play a significant role in shaping these trends, driving consumer interest in new products and techniques. There is a growing preference for natural and eco-friendly grooming products among Vietnamese men. Consumers are increasingly aware of the ingredients in their grooming products and are seeking options that are free from harmful chemicals and made with sustainable practices. Brands that emphasize natural ingredients, recyclable packaging, and ethical sourcing are gaining traction in the market. The expansion of male grooming salons and spas reflects the increasing demand for professional grooming services. These establishments offer specialized treatments such as facials, haircuts, and massages, catering to men who seek a more luxurious and comprehensive grooming experience. The rise of male grooming services is also indicative of changing attitudes towards self-care and personal grooming. Despite growing interest, there remains a need for education around the benefits of advanced grooming products. Many men are still accustomed to basic grooming routines and may require additional information to understand the value of investing in high-quality, specialized products.

Bath and shower products are fundamental to men’s grooming routines, with a growing preference for high-quality body washes, exfoliating scrubs, and shower gels that offer not only cleanliness but also skincare benefits. Products with unique fragrances and added features, such as moisturizers or antibacterial properties, are becoming increasingly popular. Fragrances represent a key segment, reflecting a shift towards more sophisticated and personalized scent profiles. Men are increasingly exploring a diverse range of colognes and eau de toilettes, with a growing interest in premium and niche fragrances that offer a signature scent and enhance personal style. The hair care products segment is witnessing significant demand for shampoos, conditioners, and styling products designed to address various hair concerns, including thinning hair, dandruff, and oily scalp. Innovations in hair care formulations, such as those incorporating natural ingredients and advanced technology, are driving consumer interest. Razors and blades remain essential components of men’s grooming, with advancements in razor technology leading to the popularity of multi-blade systems and electric shavers that provide a close, comfortable shave. This segment also includes grooming kits that offer convenience and precision. Skin care products are increasingly important, with men seeking solutions for issues like acne, aging, and general skin health. Products such as moisturizers, serums, and sunscreens are being embraced for their benefits beyond basic hydration, reflecting a growing awareness of skincare. Shaving products, including pre-shave and post-shave items, are crucial for enhancing the shaving experience. Pre-shave products like oils and gels prepare the skin for a smoother shave, while post-shave products, such as balms and aftershaves, soothe and protect the skin, reducing irritation and providing hydration. Mass-market grooming products dominate the industry, driven by affordability and widespread availability. This segment includes everyday essentials such as basic shampoos, body washes, deodorants, and razors. These products are designed to meet the needs of a broad consumer base, focusing on value for money and functionality. They are typically found in supermarkets, hypermarkets, and drugstores, making them accessible to a wide range of consumers. Mass-market grooming items often emphasize practicality and cost-effectiveness, with formulations that cater to general skin and hair care needs without the added luxury of high-end ingredients or advanced technology. In contrast, the premium segment of the men’s grooming market in Vietnam is distinguished by its focus on high-quality ingredients, sophisticated formulations, and luxury branding. Premium products often include advanced skincare solutions, high-end haircare products, and exclusive fragrances. These items are marketed through specialty stores, department stores, and high-end online platforms, catering to consumers who seek superior performance and are willing to invest in their grooming routine. Premium grooming products frequently feature innovative technology, such as advanced moisturizing agents, natural and organic ingredients, and bespoke fragrances, reflecting a growing trend towards personalized and high-quality self-care experiences. The premium segment is also marked by a more personalized shopping experience, often including professional advice and product recommendations. Online retail has become a pivotal force in the industry, driven by the increasing penetration of e-commerce and the growing comfort of consumers with digital shopping. Platforms such as Shopee, Lazada, and Tiki offer a vast array of men’s grooming products, from everyday essentials to premium brands, providing consumers with the convenience of browsing and purchasing from the comfort of their homes. The online channel is characterized by its broad reach, competitive pricing, and the ability to easily compare products and read reviews. The rise of social media and digital marketing has further fueled online sales, with brands leveraging influencer partnerships and targeted ads to engage with a tech-savvy consumer base. Online retail also benefits from advanced logistics and delivery systems, which ensure that products reach consumers quickly and efficiently, enhancing the overall shopping experience. On the other hand, the offline retail sector remains a vital component of the men’s grooming market, offering a tangible shopping experience that many consumers value. Traditional retail channels, including supermarkets, hypermarkets, department stores, and specialty stores, play a crucial role in providing immediate access to grooming products. Physical stores allow consumers to see, touch, and test products before making a purchase, which is particularly important for high-end and specialized grooming items. In addition, offline retail offers the advantage of personalized customer service, where knowledgeable staff can provide recommendations and answer queries, creating a more interactive and informed shopping experience. High-end grooming products are often showcased in premium department stores and specialty shops, catering to consumers who seek exclusivity and a curated shopping environment. The offline channel also serves as a crucial touchpoint for brand presence and customer engagement, helping to build brand loyalty and trust through direct interactions.

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Manmayi Raval

Research Consultant

Considered in this report • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • Men’s Grooming market Outlook with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation By Product Type • Bath and shower products • Fragrances • Hair care products • Skin care products • Shaving care products (pre-shave and post-shave products)

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By Pricing • Mass • Premium By Distribution Channel • Online • Offline The approach of the report: This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Men’s Grooming industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.