Vietnam Keratin Hair Care Products Market Report: Size, Share, Growth Drivers, Trends, Opportunities & Forecast 2025-2030

Vietnam Keratin Hair Care Products Market valued at USD 230 million, driven by consumer awareness, keratin treatments, and retail growth. Expected to expand with demand for premium and organic products.

The Vietnam Keratin Hair Care Products Market is valued at USD 230 million, based on a five-year historical analysis. This growth is primarily driven by increasing consumer awareness of hair health, the rising popularity of keratin treatments, and the expansion of retail channels. The demand for high-quality hair care products has surged as consumers seek effective solutions for hair damage and styling, leading to a robust market environment. Vietnamese consumers exhibit high engagement with hair care routines, with 68% washing their hair daily due to climate and lifestyle factors, while conditioner usage shows significant adoption at 67% among regular users, particularly in urban areas.

Key cities such as Ho Chi Minh City and Hanoi dominate the market due to their large urban populations and higher disposable incomes. These cities are also home to numerous beauty salons and retail outlets, making them focal points for hair care product distribution. The concentration of beauty professionals and consumers in these urban areas further fuels the demand for keratin hair care products, with urban areas showing 78% conditioner usage compared to 51% in rural and suburban regions.

Vietnam's cosmetic regulatory framework, governed by the Cosmetic Products Decree issued by the Ministry of Health, establishes comprehensive safety and quality standards for all cosmetic products including hair care items. This regulation mandates that all keratin hair care products undergo rigorous testing for harmful substances and comply with established safety thresholds before they can be marketed, requiring manufacturers to maintain proper documentation and quality assurance protocols. The framework aims to protect consumers and promote the use of safe, high-quality products in the beauty industry.

Vietnam Keratin Hair Care Products Market Segmentation

By Type:

The keratin hair care products market is segmented into various types, including Smoothing Treatments, Repairing Masks, Shampoos and Conditioners, Styling Products, Treatment Oils, Hair Serums, Hair Colorants, and Others. Among these, Smoothing Treatments and Shampoos and Conditioners are particularly popular due to their effectiveness in managing frizz and maintaining hair health. The trend towards natural ingredients has also led to a rise in demand for Repairing Masks and Treatment Oils, as consumers increasingly seek products that nourish and restore hair. Treatment products including masks and oils show stronger adoption among women at 52% compared to men at 25%, indicating differentiated market preferences by gender.

By End-User:

The market is segmented by end-users, including Individual Consumers, Salons & Beauty Professionals, Retailers, and Distributors. Individual Consumers represent the largest segment, driven by the growing trend of self-care and personal grooming. Salons and beauty professionals also play a significant role, as they often recommend and use keratin products in their services, influencing consumer choices. Retailers and distributors are crucial for product availability, ensuring that consumers have access to a wide range of keratin hair care products through diverse distribution channels including supermarkets, hypermarkets, retail and convenience stores, and online platforms.

Vietnam Keratin Hair Care Products Market Competitive Landscape

The Vietnam Keratin Hair Care Products Market is characterized by a dynamic mix of regional and international players. Leading participants such as L'Oréal Vietnam, Unilever Vietnam, Procter & Gamble Vietnam, Schwarzkopf Professional (Henkel Vietnam), TRESemmé (Unilever Vietnam), Kérastase (L'Oréal Vietnam), Matrix (L'Oréal Vietnam), Wella Professionals (Coty Vietnam), Revlon Professional, Dove (Unilever Vietnam), Garnier (L'Oréal Vietnam), Herbal Essences (Procter & Gamble Vietnam), OGX (Johnson & Johnson Vietnam), BioSilk (Farouk Systems), Joico (Henkel Vietnam), Thorakao, C? M?m (Co Mem Natural), Lavox, LUX (Unilever Vietnam), Enchanteur (Wipro Unza Vietnam) contribute to innovation, geographic expansion, and service delivery in this space.

Vietnam Keratin Hair Care Products Market Industry Analysis

Growth Drivers

Increasing Consumer Awareness of Hair Health:

The Vietnamese population is becoming increasingly aware of the importance of hair health, with 68% of consumers actively seeking products that promote hair vitality. This trend is supported by a growing number of beauty blogs and social media influencers, which have increased consumer education. The beauty and personal care market in Vietnam is projected to reach $3.8 billion in future, indicating a robust demand for hair care products that cater to health-conscious consumers.

Rising Demand for Premium Hair Care Products:

The premium segment of the hair care market in Vietnam is experiencing significant growth, with sales of high-end products increasing by 16% annually. This shift is driven by a rising middle class with disposable income, which is expected to reach 35 million in future. Consumers are willing to invest in quality products that offer advanced formulations, leading to a surge in the availability of keratin-infused hair care solutions in the market.

Expansion of E-commerce Platforms:

E-commerce in Vietnam is projected to grow to $25 billion in future, significantly impacting the distribution of keratin hair care products. Online platforms provide consumers with easy access to a variety of brands and products, enhancing market reach. The convenience of online shopping, coupled with promotional offers, is driving sales, with 45% of consumers preferring to purchase beauty products online, thus facilitating the growth of the keratin hair care segment.

Market Challenges

High Competition from Local and International Brands:

The keratin hair care market in Vietnam is highly competitive, with over 160 brands vying for market share. This saturation leads to price wars and reduced profit margins, making it challenging for new entrants to establish themselves. Established brands like L'Oréal and local players dominate the market, capturing approximately 62% of total sales, which poses a significant barrier for emerging companies looking to innovate and differentiate their products.

Fluctuating Raw Material Prices:

The keratin hair care industry faces challenges due to the volatility of raw material prices, particularly keratin and other essential ingredients. In future, the price of keratin increased by 22% due to supply chain disruptions and rising demand in the cosmetics sector. This fluctuation can lead to increased production costs, forcing manufacturers to either absorb the costs or pass them on to consumers, potentially affecting sales and profitability.

Vietnam Keratin Hair Care Products Market Future Outlook

The future of the Vietnam keratin hair care products market appears promising, driven by evolving consumer preferences and technological advancements. As the demand for organic and natural products continues to rise, brands that innovate with eco-friendly formulations are likely to gain a competitive edge. Additionally, the integration of digital marketing strategies will enhance brand visibility and consumer engagement, further propelling market growth. The focus on sustainability and personalized solutions will shape the industry's trajectory, fostering a more dynamic market landscape.

Market Opportunities

Growth in Organic and Natural Product Demand:

The demand for organic hair care products is on the rise, with a 30% increase in sales expected in future. Consumers are increasingly prioritizing natural ingredients, creating opportunities for brands to develop keratin products that align with this trend. This shift not only caters to health-conscious consumers but also enhances brand loyalty and market differentiation.

Collaborations with Salons and Beauty Professionals:

Partnering with salons and beauty professionals can significantly enhance brand credibility and reach. Collaborations can lead to exclusive product lines and promotional events, tapping into the professional market. With over 35,000 salons in Vietnam, leveraging these partnerships can drive sales and foster consumer trust in keratin hair care products, ultimately expanding market presence.