HCM CITY — Beauty industry leaders, brands, and professionals from across the ASEAN region gathered to explore emerging trends, innovation and international business opportunities at the COSMOPROF CBE ASEAN Roadshow held in HCM City on Tuesday.

The event featured a series of sessions addressing key developments shaping the future of the beauty sector in ASEAN.

Discussions covered ASEAN beauty trends, consumer behaviour, innovation, sustainability and the growing influence of local brands across the region.

Other sessions examined how digital transformation, e-commerce and omnichannel strategies are reshaping beauty retail and consumer engagement, while also highlighting ways for ASEAN beauty brands to strengthen competitiveness and expand into international markets.

The event served as an important platform for networking, knowledge exchange, and business collaboration among beauty industry stakeholders, reinforcing ASEAN’s position as a fast-growing and highly attractive market for the global beauty industry.

Touchapol Wongraksa, director of Informa Markets – Thailand, the event’s organiser, said: “COSMOPROF CBE ASEAN 2026 is more than just an exhibition; it is a strategic platform that connects the entire beauty supply chain.”

“By bringing together key players, innovators, and thought leaders, we aim to accelerate growth, foster collaboration, and unlock new opportunities across ASEAN,” Wongraksa said.

Following the Việt Nam roadshow, the COSMOPROF CBE ASEAN Bangkok 2026 event will take place from June 24-26 at the Queen Sirikit National Convention Centre in Thailand.

The event will attract more than 2,500 exhibitors and brands and 25,000 visitors from more than 70 countries, including significant participation from Việt Nam with more than 200 trade visitors and buyers.

The ASEAN beauty market is experiencing robust growth in 2026, with sector revenues projected to surpass US$34 billion, driven by a rising middle class, urbanisation, and premiumisation trends toward sustainable, climate-adaptive products, according to the organiser.

Thailand and Việt Nam are emerging as key manufacturing hubs for OEM/ODM, utilising local natural ingredients and adhering to the ASEAN Cosmetic Directive.

Việt Nam’s beauty market, valued at around $2.3 billion, is among the fastest-growing in the region, with its premium skincare segment projected to reach $1.5 billion by 2034. — BIZHUB