A recent overseas market report released by the Korea Trade-Investment Promotion Agency (KOTRA) highlights Vietnam’s fast-expanding aesthetic and medical device sector, driven by a population of nearly 100 million, a rising middle class, and the strong influence of K-Content.

The advanced homecare device segment is developing quickly, moving beyond basic skincare products. However, RoK firms still face hurdles, including a complex distribution structure and stringent local licensing requirements.

Vietnam is witnessing a clear shift toward higher living standards and a growing preference for self-care. Consumers are moving from low-cost cosmetics to specialised beauty devices such as hair-removal tools, elasticity-enhancing equipment, and devices targeting acne and pigmentation.

According to Euromonitor, Vietnam’s personal care device market grew around 23.7% over two years, rising from about 5.31 million USD in 2022 to 6.57 million USD in 2024. The market is projected to expand to 12.27 million USD by 2028, reflecting an annual compound growth rate of 7.6%.

Homecare solutions are becoming increasingly common in daily routines. High humidity and pollution in major cities like Hanoi and Ho Chi Minh City contribute to pore-related skin issues, boosting demand for specialised devices such as electric facial cleansers, which are perceived as more effective than manual cleansing.

Among younger Vietnamese, particularly those in their 20s and 30s, the belief that skin-cleansing quality determines skin results has spurred widespread adoption of devices such as electric facial brushes, pore vacuums, wrinkle-improvement tools, and LED masks. Against this backdrop, K-Beauty retains strong appeal.

Real-time sharing of celebrity and influencer beauty routines on social media has reinforced the premium perception of RoK laser, RF, and LED devices. Meanwhile, the rise of social commerce platforms such as Shopee and TikTok Shop has eased entry barriers for small and medium-sized brands.

Despite strong potential, successful market entry requires a deep understanding of Vietnam’s distribution landscape and regulatory framework. A representative of Vietnam’s medical aesthetics sector told KOTRA Hanoi that the market features an intertwined distribution system involving hospitals, dental clinics, and spas, making entry strategies difficult to navigate. The greatest challenge remains limited access to information on licensing rules and legal procedures.

KOTRA’s report noted that Vietnamese consumers are raising expectations, prioritising proven functional improvements and real-world product experience. It recommended that RoK firms emphasise technology-driven product narratives, secure early compliance with local certification requirements, and establish reliable after-sales service networks to build trust./.