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The 2026 ASEAN Personal Care Technology Summit came to a memorable close, made impressive by the rich exchange of expertise and experience among the 140-plus attendees. It was an occasion for industry leaders, brands, and manufacturers to impart technical knowledge and explore prospects for improvement and collaboration. In his welcome remarks, Mike Hay, President of Ringier Events, referred to this summit held from May 19-20 in Ho Chi Mihn City, as a shared platform to spark innovation, strengthen partnerships, and shape the future of personal care together.
With 15 technical presentations focusing on smart formulations and sustainable packaging, the summit underscored its value in providing attendees with current market information, innovative cosmetics/personal care ingredients, packaging trends as well as product development solutions suited to Vietnam’s evolving consumer profile.
Market overview
Discussing the state of the local personal care industry, Dr. Nguyen Van Minh, vice president of the VIETNAM OF ESSENTIAL OILS, AROMAS AND COSMETICS ASSOCIATION (VOCA), said that cosmetics and cosmeceuticals have reached an annual revenue of USD 3.29 million in recent years. Local spending on these products accounts for 6.6% of GDP. He said demand is shifting as more Vietnamese consumers prioritize product quality over price – with origin and ingredients as the major factors in choosing products.
Dr. Nguyen Van Minh, vice president of the VIETNAM OF ESSENTIAL OILS, AROMAS AND COSMETICS ASSOCIATION (VOCA)
Concurring with Dr Nguyen’s statements, Tuan Pham, Research Director and Country Manager of INSIGHTASIA RESEARCH GROUP (VIETNAM), further described consumers as shoppers that are no longer satisfied with basic functionality. Rather they seek products that align with health, wellness, and lifestyle aspirations. Younger consumers demand authenticity and transparency from brands, showing preference for those that communicate clear values and deliver trustworthy formulations.
He said affordability still remains a decisive factor, while digital platforms, especially social commerce, play a central role in shaping purchase decisions. Overall, the Vietnamese beauty consumer has become more discerning, value-conscious, and digitally engaged, requiring companies to adapt with innovation, credibility, and regionally tailored strategies, according to Mr. Pham. His core message: Brands that combine ingredient credibility, digital-native commerce, and local cultural resonance will capture the next wave of growth.
Tuan Pham, Research Director and Country Manager of INSIGHTASIA RESEARCH GROUP (VIETNAM)
VOCA’s Dr. Nguyen also said that beauty and health through natural cosmetics is the dominant trend. Synthetic compounds are being replaced by natural ingredients and pure herbal extracts, His presentation presented the opportunities and challenges these changes bring. His recommendations to industry players included maximizing the use of local fragrances and essential oils in their products and developing cosmetics technologies, as well as encouraging collaborations similar to the work of Thailand’s GPO (Government Pharmaceutical Organization).
Clean beauty on the rise
The evolving consumer landscape is also demanding safer, toxin-free and eco-conscious products. The clean beauty movement now calls for ingredient transparency, safe science-driven innovation, gentle product formulations, trustworthy product claims, sustainable sourcing, and long-term responsibility toward consumer health and well-being.
Nguyen Duc Hiep Tam, founder of COSMOSCIENE® TECHNOLOGY said the global clean beauty market is projected to grow from USD 8.02 billion in 2025 to USD 9.02 billion in 2026. There is strong growth potential in the Southeast Asian market which is projected to rise from USD 4.6 billion in 2025 to USD 17.2 billion by 2035. Based on this outlook, Ms. Nguyen talked about the standards shaping the future of clean beauty: EWG Verified® – consumer‑recognized benchmark for ingredient safety and transparency; COSMOS / Ecocert – leading European standards for organic and natural cosmetics; NATRUE – global certification for authentic natural and organic beauty products; ISO 16128 – international framework defining natural and organic cosmetic ingredients; Cruelty‑Free Certifications – assurance of no animal testing, aligned with ethical consumer demand, and Vegan Standards – certification for products free from animal‑derived ingredients.
Ingredients and other solutions
Berison’s business scope covers scientific and technological research, international trade of cosmetic raw materials, as well as the development and design of finished cosmetic products. In particular, KAO & BERISON JOINT TECHNOLOGY R&D CENTER, formulates personal care with mildness as a key characteristic and selling point. In his presentation, Li Jianhui, General Manager of Kao & Berison, highlighted a gentle cleansing breakthrough that achieves an optimal balance between detergency and mildness. The formulation combines PRIOLY B‑100 (fatty acid salts) with KAO alkyl carboxylate.
Li Jianhui, General Manager of Kao & Berison Joint Technology R&D Center, China
Thao Vela, Strategy & Technical Director of LIBEGREEN and a representative of VOCA, talked about the consumer shift to sustainable care where clean beauty, formulations with organic ingredients, plant-based formulations are gaining more interest locally. These developments are consistent with the other presentations that cited the latest consumer insights.
Thao Vela, Strategy & Technical Director of LIBEGREEN
Ms. Vela discussed Vietnam’s rich biodiversity, highlighting key essential oil regions and the country’s export potential—particularly for essential oils and ingredients such as cinnamon. She noted the growth in the global market for essential oils, valued at USD 25.86 billion (2024) and projected to reach USD 56.25 billion by 2033, growing at 9.0% CAGR. While Europe leads with 49.4% market share, Asia-Pacific is remains the fastest growing region at 9.8%. These trends offer opportunities for producers of essential oils in Vietnam.
From Korea, CEO of BlynK, Dona Kim joined the conference with a presentation on dermo-cosmetics, which refers to skincare products developed with dermatological expertise. According to Ms Kim, the definition of youthful and beautiful skin is changing. What was once measured by flawless coverage or the absence of visible aging is now evaluated by skin vitality, hydration levels, and long-term barrier resilience. She said this shift is not a trend but a permanent redefinition of skin wellness.
Dona Kim, CEO, BlynK
While dermo‑cosmetics present a promising opportunity in Southeast Asia, consumer preferences vary sharply by country and trends evolve far faster than traditional market research timelines can capture. Ms Kim said preferences now shift in weeks, not quarters—driven by viral social content that can make or break a product overnight. Fragrance, texture, and formulation expectations differ across Vietnam, Indonesia, Thailand, and the Philippines, creating added complexity for new entrants. Emerging brands face steep hurdles in building credibility without established local relationships or community anchors, while traditional distribution models struggle to generate timely consumer response data to inform product strategy.
Brands that cannot validate quickly risk investing in the wrong products for the wrong markets, she said. This is the reason BlynK was created. Blynk is more than a retail platform, and is described as a consumer experience ecosystem that bridges the gap between brand ambition and local market reality.
MIRACLE HEALTH CARE VIETNAM, a private company that is active in cosmetics, medical devices, and wholesale distribution, did a presentation on Botulinum Toxins in cosmetics and medical applications. General manager, Lee Jong Won talked about how the application of botulinum toxins has moved to the center of everyday personal care.
Lee Jong Wong, General Manager, Miracle Health Care Vietnam
His presentation highlighted the disconnect between the personal care industry (formulators, brand owners, ingredient suppliers, packaging engineers) and medical aesthetics (botulinum toxins, fillers, devices, clinics, doctors). He said although both industries serve the same consumer, they operate in silos. This gap represents a new opportunity for integration.
Mr. Lee said that some 10 years ago, these industries were clearly separate. Now, convergence is emerging as consumers move fluidly between personal care routines and medical aesthetic treatments. Today, consumers lifestyle spans both industries, blending home-based personal care with clinic-based medical aesthetics. This overlap shows why botulinum toxin is moving to the center of personal care. It’s no longer confined to medical settings but part of a broader continuum of beauty and wellness.
Thus, the future of beauty and wellness lies in integration: consumers don’t distinguish between personal care and medical aesthetics—they see them as parts of one holistic routine. For companies, this means new opportunities to bridge the gap with hybrid products, services, and messaging that reflect the consumer’s seamless journey.
Zhu Hongfei, CEO, SUZHOU HENGZHIQING BIOTECHNOLOGY CO., LTD
Speaker Zhu Hongfei, CEO of SUZHOU HENGZHIQING BIOTECHNOLOGY CO., LTD introduced the company’s Nanocrystalline Chip Non-Invasive Transdermal Technology. This nanocrystalline chip technology is positioned as a safe, non-invasive, and highly efficient solution that can overcome the “penetration pain” in the efficacy skincare industry.
He said current transdermal absorption of traditional topical applications is less than 5%, which leaves most active ingredients ineffective on the skin surface. Results are unquantifiable and uncontrollable, leading to poor user experience and a competitive “ingredient concentration” race among brands. Conventional permeation methods (chemical enhancers, invasive microneedles) cause irritation, pain, and downtime, discouraging consumers.
In comparison, the nanocrystalline chip technology can create nanoscale microchannels (hundreds of nanometers wide, 1/1000 the width of a human hair) without chemical irritation. It preserves large-molecule active ingredients while boosting transdermal efficiency by 10–20 times. The chip acts only on the stratum corneum, avoiding nerves and blood vessels. Thus, it is painless and safe, with microchannels closing naturally within 30 minutes. The technology enables efficient, quantifiable, and precise penetration of active ingredients.
Mr. Zhu offered evidence: fluorescence studies show that, compared to topical application alone, nanocrystalline chip treatment results in bright, deep absorption signals, confirming up to 20x efficiency gains.
Susan Zeng, Overseas Manager, SHANGHAI CHENG XING MACHINERY & ELECTRONIC CO., LTD
SHANGHAI CHENG XING MACHINERY & ELECTRONIC CO., LTD joined the summit to introduce its services to the local delegates. Cheng Xing designs and manufactures professional emulsification and mixing systems for global clients across cosmetics, personal care, pharmaceuticals, and food processing industries. Speaking on behalf of the company, Overseas Manager, Susan Zeng said, “Our engineering capability spans the full system, from process design to installation, validation, and scale-up.”
In equipment selection, her recommendation is not to choose the one with the best specifications sheet, but on the partner that can deliver consistent production outcomes. Among the key points in her presentation is the emphasis on choosing equipment that can manage variabilities in formulation, regulatory or site conditions. Chen Xing offers vacuum emulsifying mixers, high-shear homogenization under vacuum, and powder-liquid mixing system, an Inline powder induction with zero dust, high dispersion efficiency; designed for GMP-compliant environments.
Regulatory compliance
The conference included two presentations on regulatory compliance and claims substantiation.
Anna Truong Ngoc Uyen Dy, Regulatory Affairs Manager, VIETNAM COSMETIC COMMITTEE, VOCA
Anna Truong Ngoc Uyen Dy, the Regulatory Affairs Manager of the VIETNAM COSMETIC COMMITTEE at VOCA, reminded delegates to prepare for stricter audits, sustainability-linked certification, and digital compliance systems. In doing so, she discussed the new policy directions in cosmetics regulation (regional and global) and emphasis on harmonization across ASEAN and alignment with ISO/GMP standards; compliance frameworks, operational implications and market access and certification.
Hiền Nguyễn, Regulatory Affairs Manager, CISEMA
Regulatory Affairs Manager at CISEMA, Hiền Nguyễn discussed the regulatory pathways for cosmetic product registration in Vietnam. Her detailed presentation covered the regulatory framework aligned with the ASEAN Cosmetic Directive, key requirements for product notification, labeling, and Product Information File (PIF) preparation. She also included the practical steps that will ensure compliance and prevent delays. She advised delegates to define classification early based on use, ingredients, and claims to avoid delays. In preparing the robust PIF, they should build a complete, up-to-date PIF aligned with ASEAN requirements. In ensuring label compliance, labels must comply with requirements and avoid misleading or therapeutic claims. Working with a local partner to manage compliance and post-market activities can be highly beneficial, she added.
Formulating for the Asian consumer
Successful product development depends on understanding consumer needs, behaviors, and expectations — but what happens when these and other factors are overlooked? In his enlightening presentation, Phat Phan Thanh, R&D Manager at Masan Consumer, shared scientific data showing that many personal care products marketed in Asia are not formulated for the Asian skin profile - something that most consumers are unaware of.
Mr. Thanh explained that global formulas are often created for ecosystems that do not exist in ASEAN markets. This means brands cannot simply transplant Western formulations into Southeast Asia. Instead, they must develop bespoke strategies tailored to higher microbial loads, intensified sebum activity, and deeper delivery requirements, ensuring efficacy, regulatory compliance, and consumer trust to meet the region’s fast‑growing clean beauty market.
Phat Phan Thanh, R&D Manager at Masan Consumer
For her part, UNILEVER VIETNAM Assistant Brand Manager Phuc Diem Ngo Pham, saw a discussion on impactful insights as a relevant R&D topic to discuss with the conference delegates. Providing customers with the experiences, through the right sensorial attributes of products, from textures to scents matters the most.
Phuc Diem Ngo Pham, Assistant Brand Manager, UNILEVER VIETNAM
Her presentation emphasized the importance of turning insights into meaningful innovation. She noted that it begins with curiosity (asking “why?”) and requires patience, (“because when you give ideas time to breathe, they evolve into something more powerful”). Building networks of partners for co‑creation is another critical step.
Ms. Pham highlighted the value of investing in agencies, immersive experiences, and storytelling tools, reminding the audience: “If it doesn’t move people, it won’t move the business.” She also urged companies to drive action through workshops that help teams imagine what’s possible, and then make it happen.
Packaging trends
The VIETNAM PACKAGING ASSOCIATION (VINPAS) supported this conference as well. VINPAS is a non-governmental, non-profit organization consisting of individuals and organizations operating in the field of packaging and related sectors in Vietnam.
Nguyen Ngoc Minh Thy, Vice Chairman, VINPAS, and CEO, LIKSIN CORPORATION
Speaking on advanced packaging solutions during the event, Nguyen Ngoc Minh Thy, vice chairman of VINPAS, and CEO of the printing and packaging enterprise, LIKSIN CORPORATION, presented on packaging statistics, global regulations, the challenges and solutions in next-gen packaging. Key takeaways from his presentation included a call for Vietnamese packaging companies to transition from manufacturing to solution-oriented partnerships, invest in recyclable and mono-material structures, advance smart labels and traceability systems, prepare for PPWR, DPP, EPR, and carbon reporting requirements, and build local recycling ecosystems.
A culture of continuous improvement
The conference was not only about products and formulation, because sound management is part of the overall success of any company. Tushar Eknath Patel, Director of Quality at FREMED PHARMACEUTICAL JOINT STOCK COMPANY, did a thorough presentation on culture of continuous improvement in personal care manufacturing plants. It dealt with leadership mindset, organizational culture, and how managers embed continuous improvement practices across teams.
Mr. Patel discussed in detail Leadership and Commitment; Audit Framework and Planning; Self-Inspection Practices; and Metrics and Continuous Improvement. He emphasized how these pillars strengthen compliance and operational discipline and foster a proactive workforce culture, and how it drives efficiency, quality, and innovation.
Tushar Eknath Patel, Director of Quality, FREMED PHARMACEUTICAL JOINT STOCK COMPANY
Learning more from the factory tour
After the sessions, select delegates were invited to visit the PALETTE DE PEAU CO., LTD., a newly established cosmetics and personal care manufacturer based in Ho Chi Minh City, where select delegates learned about the company’s methods and manufacturing practices, as well as engaged in discussions on Vietnam’s cosmetic industry.
About the conference
The ASEAN Personal Care Technology Summit was held from May 19-20 at Novotel Saigon Centre in Ho Chi Minh City. Ringier Events organized the summit together with its business partners, GUANGZHOU BAREL INDUSTRIAL CO., LTD, KAO & BERISON JOINT TECHNOLOGY R&D CENTER, GUANGZHOU SANRONG MATERIAL PACKAGING CO., LTD, GUANGDONG DINGDU BIOTECHNOLOGY CO., LTD., SHANGHAI CHENG XING MACHINERY & ELECTRONIC CO., LTD., SHANGHAI KASTAR CHEMICAL CO., LTD, SUZHOU HENGZHIQING BIOTECHNOLOGY CO., LTD, and ZIXIN BIOTECHNOLOGY (GUANGZHOU) CO., LTD, and industry partner, the VIETNAM OF ESSENTIAL OILS, AROMAS AND COSMETICS ASSOCIATION (VOCA). The event was also supported by Vietnam Packaging Association (VINPAS).