Retail in Asia


Sephora expands footprint and debuts in Vietnam

Beauty retailer Sephora has entered the Vietnamese market with a dedicated ecommerce store after an initial trial period of five months. Local customers can now buy products from more than 70 brands including Rare Beauty, Fresh, The Ordinary, Sephora Collection, Huda Beauty, Tarte Cosmetics, Caudalie, Benefit Cosmetics, Anastasia Beverly Hills, Drunk Elephant, Tatcha directly from Sephora online. The order will be delivered directly from the Singaporean warehouse to the customer’s doorstep.

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The beauty retailer also brings a celebrated Beauty Pass program to Vietnamese where consumers can register as White Card members to thereafter earn points with every purchase and enjoy unlimited rewards across Asia! All consumers will be able to enjoy 10 percent off on their first purchase made through the official website. Current members of the Beauty Pass program, who purchased products at Sephora stores across Asia, can continue their shopping via the localized official website and earn points. 

Statista estimated that Vietnam is one of Southeast Asia’s fastest-growing nations in terms of its middle-class population. As people’s incomes rise, the demand for a wide range of consumer goods, particularly cosmetics and personal care products, is expected to rise as a consequence.

According to Statista’s analysis, the personal care and beauty products market in Vietnam roughly generated revenues of $2.3 billion in 2021 and will increase at a compound annual growth rate of 5.9 percent through 2025. The market is slated to reach $2.45 billion this year.

According to a survey conducted by Statista in 2020, 28 percent of Vietnamese women wear makeup daily, with lipstick being the most popular item, followed by other skincare products such as cleansers, sunscreens, and masks.

In 2008, Sephora made its debut in South East Asia by launching its first retail store in Singapore. In 2015, Sephora acquired Luxola, with a vision to build its E-commerce arm in the SEA region. Today, with 100+ stores in the region, Sephora has established itself as a leader in beauty retail, with true omni-channel presence across South East Asia and Oceania key markets: Singapore, Malaysia, Thailand, Australia, New Zealand, South Korea, Hong Kong SAR, India and Indonesia. The presence also extends to E-commerce first markets like the Philippines. In October 2021, the presence extended to 8 new E-Commerce first markets including Taiwan, Vietnam, Bangladesh, Pakistan, Laos, Sri Lanka, Myanmar and Brunei.

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Sephora SEA carries a wide assortment of international brands such as Fenty Beauty and Huda Beauty; cult brands like Tarte Cosmetics and Urban Decay, as well as Pixi and Glamglow. Driven by the idea of offering consumers a seamless, omni buying experience, Sephora SEA continues to reach beauty enthusiasts through multi-channel touch points.