Phan Ngoc Sang, a young artist from Long An Province, has developed a rare profession that has foreign customers eagerly ordering his custom-made dolls. Many buyers even keep his dolls displayed in glass cases as collectible art pieces.

 A unique profession

In his third year of university, Phan Ngoc Sang (born in 1991, Long An) stumbled upon a video of a foreign artist applying makeup to dolls. Captivated, he began to explore the craft. He purchased inexpensive, second-hand dolls to practice, sharing his initial attempts in online doll enthusiast groups. Much to his surprise, his work was highly appreciated.

Soon after, people began sending him their own dolls, requesting his makeover services. Initially, he offered these services for free. But as his skills grew, Sang began accepting commissions, treating doll makeovers as a side job.

As Sang’s reputation spread within Vietnam’s doll community, he became known for transforming ordinary dolls into lifelike figures with expressive features. After graduating, Sang chose to pursue his passion for doll customization full-time. “I now work in faceup and customization,” he explains. “Faceup involves repainting the doll's face—applying makeup to the eyes, lips, eyebrows, and blush. With customization, I not only do the faceup but also change the hairstyle, eye color, and outfit, giving each doll a unique look.”

Each finished doll goes beyond being just a toy; it becomes a piece of art, bringing joy and emotional connection to its owner.

Before starting, Sang removes the doll’s existing makeup, then contours the face, paints the eyes, draws the eyebrows, and even adds eyelashes - all with his brushes and color palette. Depending on the complexity, he earns between 1-5 million VND per doll makeover.

International clients

Before the COVID-19 pandemic, Sang’s unusual craft provided a comfortable income, reaching 30-40 million VND monthly. His earnings helped him contribute to his family’s purchase of a condo in Ho Chi Minh City.

After the pandemic, however, business slowed. Recognizing a demand for one-of-a-kind, personalized dolls, Sang began creating custom dolls from scratch, based on specific character concepts.

For each project, he conceptualizes characters based on individual storylines, designing and creating dolls to reflect these visions. Some of his most popular creations include the Seven Deadly Sins, the Forest Angel, the Egyptian Goddess, the Spring Deity, and the Goddess Kali.

These creations, distinct in appearance and personal flair, have earned rave reviews. His intricate, handcrafted dolls attract orders from abroad, with international collectors often vying to own a piece of his artistry.

Sang’s custom dolls range from 2-5 million VND, while rare, limited-edition pieces can fetch tens of millions per doll.

“I strive to create unique dolls that express my creativity rather than focusing solely on income,” Sang says. “My clients are primarily international doll collectors, willing to pay and wait for my creations.”

These collectors cherish his work as art pieces, often displaying them in glass cases for admiration. "The art of doll customization allows me to live out my passion," he adds, "and creating income from that passion brings me joy."

A family affair

Sang reflects, “Initially, my family wasn’t supportive of my decision to pursue doll makeup. But over time, seeing that I could sustain myself and earn a good income, they came around and now even help me.”

Today, his parents assist with doll makeovers - his father handles facial cleansing and hair removal, while his mother adds decorative stones and irons the dolls’ clothing.