HÀ NỘI — Rising consumer demand for safer and more sustainable products is reshaping Việt Nam’s personal care and home care industries, pushing manufacturers to adopt cleaner formulations and meet stricter regulatory requirements.

At the 'Beauty Show 2025' in Hà Nội, DKSH Vietnam, and its global partners Elementis and Stepan, highlighted how sustainability, compliance and innovation are becoming central to growth in these sectors.

According to market forecasts, the beauty and personal care market is expected to grow from US$2.45 billion in 2023 to $3.30 billion by 2030. The home care segment, which includes cleaning and hygiene products, is projected to reach nearly $953 million by 2033.

Analysts attribute this growth to heightened health awareness, the popularity of natural and eco-friendly products and increasing regulatory oversight.

“As standards rise, manufacturers – especially small and medium enterprises – face more complexity,” said Nga Hoàng, general manager of DKSH Business Unit Performance Materials in Việt Nam.

She also noted that access to traceable, compliant and sustainable ingredients, along with technical and regulatory guidance, is now essential for businesses to stay competitive.

DKSH positions itself as a bridge between global ingredient suppliers and local manufacturers. Through its innovation centres and regulatory support services, the company assists clients in formulation, testing and product registration.

Elementis, a specialty chemicals company, said sustainability must be treated as standard industry practice.

“Compliance and transparency are key to delivering innovation,” said Edward Loi, technical sales manager for Southeast Asia (Personal Care) at Elementis.

He added that working with DKSH allows global standards to be effectively adapted to local needs.

Stepan, a nearly century-old manufacturer, stressed its commitment to responsible operations and high-performing products.

“By combining Stepan’s sustainability framework with DKSH’s market insights and R&D capabilities, we help manufacturers meet evolving consumer demand and regulatory expectations,” said Geok Khoon Teo, business director for Consumer Products - Asia Pacific.

Industry experts note that sustainability is no longer a niche trend but a competitive differentiator. Consumers increasingly expect brands to prove product safety, environmental responsibility and transparency in sourcing.

To meet this shift, DKSH is expanding its portfolio of sustainable materials and aims to significantly increase their share by 2030. Its framework includes natural-based and recycled ingredients, biodegradability, circularity, RSPO-certified palm oil and eco-labels such as COSMOS and ECOCERT.

Regulators are also tightening standards around safety, labelling and environmental impact. For many local manufacturers, meeting these requirements can be costly without external support.

“Compliance should be seen as a driver of quality rather than a burden,” Nga Hoàng said, adding that DKSH’s Market Expansion Services help clients accelerate product development while ensuring alignment with international benchmarks.

As Việt Nam’s middle class grows and consumer behaviour evolves, demand is rising for gentle formulations, multifunctional products and transparency in ingredient sourcing. Digital platforms and social media are accelerating these trends.

Industry observers believe collaboration across the supply chain will be critical in the coming years. By partnering with global suppliers and leveraging local market expertise, companies can deliver products that meet both consumer expectations and regulatory standards.

“Safety, sustainability and innovation are interconnected,” Nga said.

“By working with trusted partners, we can help build a more responsible and forward-looking industry in Việt Nam.” — VNS