Vietnam Hair Colour Market By Product Type (Permanent, Temporary), By End User (Men, Women), By Distribution Channel (Online, Offline), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Vietnam Hair Colour Market was valued at USD 361.85 Million in 2024 and is anticipated to grow USD 494.31 Million by 2030 with a CAGR of 5.34%. The Vietnam hair colour market is witnessing steady growth, driven by rising beauty consciousness, increasing disposable incomes, and a growing youth population seeking personal expression and style transformation. Urbanization and exposure to global fashion trends through social media and beauty influencers are also encouraging consumers to experiment with different hair shades, particularly among millennials and Gen Z. Demand for ammonia-free, organic, and herbal hair dyes is surging as consumers become more health-conscious and aware of product ingredients. Both men and women are embracing hair colouring for aesthetic as well as age-related reasons, boosting sales across retail stores, salons, and e-commerce platforms.

Key Market Drivers

Rising Beauty Consciousness and Youth-Driven Fashion Trends

One of the most significant drivers of the Vietnam hair colour market is the growing emphasis on beauty and personal grooming, particularly among the younger population. Over 55% of Vietnam’s population is under the age of 35, driving demand in the hair colour market as beauty-conscious youth increasingly adopt global fashion trends, K-pop styles, and influencer-driven grooming habits. This age group is heavily influenced by global fashion trends, K-pop culture, beauty influencers, and digital content that promotes aesthetic experimentation. Hair colouring has become a mainstream fashion statement among Vietnamese youth, shifting from being used primarily for grey coverage to a means of self-expression and style enhancement. Bright and unconventional hair colours—such as pastels, reds, purples, and ash tones—are gaining popularity, especially in urban centres like Ho Chi Minh City and Hanoi. Moreover, beauty has become a lifestyle priority, with consumers regularly visiting salons or purchasing DIY hair colour kits. This cultural shift, driven by changing attitudes towards appearance, is fueling consistent demand for innovative hair colour solutions.

Expansion of Modern Retail and E-Commerce Platforms

The rapid development of modern trade channels and e-commerce platforms is significantly boosting the accessibility and sales of hair colour products across Vietnam. Vietnam’s B2C e-commerce sector expanded by 18–20% year-on-year in the first ten months of 2024. Traditionally, consumers relied on salons or small retail stores to purchase hair dyes, but the increasing presence of hypermarkets, supermarkets, beauty chains, and online marketplaces has transformed the landscape. Platforms such as Shopee, Tiki, and Lazada, as well as dedicated beauty e-comme. ce sites, offer a vast selection of domestic and international hair colour brands at competitive prices. Online shopping is particularly appealing to younger consumers, who value convenience, peer reviews, and discounts. Additionally, major global brands are using digital channels to market new launches, offer tutorials, and create interactive experiences that help users choose the right shade and formula. The rise in omnichannel retailing has allowed brands to reach rural and semi-urban consumers, creating more touchpoints for purchase and encouraging frequent experimentation with different colours and formats, including semi-permanent, permanent, and root touch-up solutions.

Growing Preference for Natural, Herbal, and Ammonia-Free Products

Vietnamese consumers are becoming increasingly health-conscious, leading to a rising demand for natural and chemical-free beauty products, including hair dyes. According to the Vietnam Ministry of Health and industry reports, consumers—especially women aged 25–45—are increasingly opting for herbal or plant-based dyes over chemical alternatives due to concerns about scalp irritation, hair damage, and long-term exposure to harsh agents like ammonia and PPD. This preference is especially strong among women aged 25–45, who are concerned about the potential side effects of conventional hair dyes, such as scalp irritation, hair damage, and long-term health risks from repeated exposure to harsh chemicals like ammonia and PPD. As a result, herbal, organic, and plant-based hair colour products are gaining traction in the market. Brands are responding with formulations that include ingredients like henna, indigo, amla, argan oil, aloe vera, and other botanical extracts. These products are marketed as safer, gentler alternatives that nourish the hair while providing vibrant colour. Additionally, the global clean beauty movement and eco-conscious consumer behaviour are reinforcing this shift toward sustainability. Local and international players alike are innovating with eco-friendly packaging, vegan certifications, and cruelty-free claims, which resonate strongly with socially aware, health-focused consumers in Vietnam.

Increasing Salon Services and Professional Hair Colouring Demand

The expansion of Vietnam’s salon industry and the increasing popularity of professional hair colouring services are key drivers for market growth. Salons are no longer limited to luxury urban centres; they are becoming more prevalent in mid-sized towns and semi-urban regions, making professional hair colour services more accessible to a broader audience. As incomes rise and lifestyles modernize, more consumers are willing to invest in salon-quality services for better results and hair care assurance. Vietnamese consumers trust professional stylists for customized colour consultations, precision application, and post-colour care, which encourages repeat visits and loyalty to specific hair dye brands used in salons. Many international brands have capitalized on this trend by forming partnerships with salon chains and beauty academies to promote their products and train stylists in advanced colouring techniques. Furthermore, seasonal promotions, festive offers, and trend-based hair transformations—such as ombre, balayage, and highlights—are driving demand for premium and salon-exclusive hair colour solutions, reinforcing the market's upward trajectory.

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Key Market Challenges

Consumer Concerns Over Hair Damage and Product Safety

One of the major challenges facing the Vietnam hair colour market is the growing consumer concern about the potential side effects of chemical-based hair dyes. Despite increasing demand, many Vietnamese consumers—especially those over the age of 30—remain wary of frequent hair colouring due to fears of scalp irritation, hair thinning, allergic reactions, and long-term damage. Conventional hair dyes often contain ammonia, PPD (para-phenylenediamine), resorcinol, and other harsh chemicals that can compromise hair health and cause discomfort. These concerns are compounded by a lack of clear regulatory oversight and standardized ingredient disclosures, which leave consumers unsure about product safety. While herbal and ammonia-free alternatives are gaining popularity, their higher price points and often weaker colour retention discourage widespread adoption. Misinformation and the lack of dermatological guidance further complicate consumer trust, especially in rural and semi-urban areas, where awareness about safe application and post-colour care is limited. This challenge restricts the growth potential of the market, particularly among first-time users and older demographics seeking grey coverage solutions.

Intense Competition and Price Sensitivity in a Fragmented Market

The Vietnam hair colour market is highly fragmented, with numerous local and international brands vying for market share in a price-sensitive environment. While global players such as L’Oréal, Revlon, and Schwarzkopf dominate the premium segment, a large portion of the market is occupied by affordable local brands and unbranded, mass-market offerings available in traditional retail outlets. This intense competition has led to price wars, discounts, and bundling strategies that erode profit margins and limit differentiation. Furthermore, counterfeit and low-quality products are rampant in informal markets and online platforms, posing a threat to brand reputation and consumer safety. Many consumers opt for inexpensive alternatives without understanding the risks, which not only undermines trust in the category but also hampers the growth of high-quality, innovation-driven brands. For companies operating in Vietnam, maintaining a balance between quality, affordability, and brand positioning is a constant challenge, especially as consumer loyalty remains low in a market driven largely by promotional pricing and peer recommendations.

Limited Consumer Education and Professional Expertise in Rural Areas

While urban centres in Vietnam are experiencing rapid adoption of hair colouring as a beauty trend, rural and semi-urban regions still lag in terms of product awareness, access to professional services, and knowledge about safe usage practices. A large segment of the population remains unfamiliar with the different types of hair colour (such as permanent, semi-permanent, and temporary) and the appropriate methods of application, leading to incorrect usage, poor results, or even adverse reactions. Additionally, many local salons in rural areas lack professionally trained stylists who can offer expert colour consultations or use high-quality products. This leads to inconsistent consumer experiences and reinforces negative perceptions about hair dyes among rural users. Language barriers, cultural conservatism, and limited exposure to modern beauty norms further contribute to low market penetration in these regions. Without targeted awareness campaigns, localized marketing strategies, and investments in skill development for stylists, brands may find it difficult to unlock the full potential of Vietnam’s vast non-urban consumer base.

Key Market Trends

Surge in Demand for DIY Hair Colouring Products

A prominent trend reshaping the Vietnam hair colour market is the growing popularity of do-it-yourself (DIY) hair colouring products. With increased access to beauty content on social media and platforms like YouTube, Instagram, and TikTok, consumers—especially younger individuals—are becoming more confident in experimenting with hair colour at home. Influencers and beauty vloggers regularly share tutorials, product reviews, and before-and-after transformations, encouraging users to try colouring themselves rather than visiting salons. This trend has gained further momentum post-COVID, as consumers became accustomed to home grooming solutions during lockdowns and have since continued the habit for convenience and cost-effectiveness. As a result, many brands are developing user-friendly kits with easy-to-follow instructions, gloves, applicator brushes, and pre- and post-treatment serums to replicate salon-like results. There is also increasing demand for quick-application products like foam dyes, hair mascaras, and root touch-up sticks. This DIY trend is expanding market reach, enabling broader product trials among first-time users and enhancing sales through retail stores and e-commerce platforms alike.

Rise of Clean, Herbal, and Ammonia-Free Hair Colour Formulations

Another dominant trend in Vietnam’s hair colour market is the shift toward clean beauty, with consumers actively seeking safer, more natural alternatives to chemical-based hair dyes. Driven by growing awareness of health and environmental concerns, Vietnamese consumers are showing a clear preference for herbal, organic, and ammonia-free formulations that minimize scalp irritation, allergic reactions, and hair damage. This shift is particularly evident among women aged 25–45 and older consumers looking for grey coverage solutions without compromising hair health. Many brands are reformulating their products to exclude harmful ingredients such as ammonia, parabens, and PPD, while incorporating botanical extracts like henna, hibiscus, argan oil, aloe vera, and indigo. These products are often marketed as nourishing and gentle, with added benefits like hydration, shine, and long-term hair protection. The clean beauty trend also reflects a broader move towards sustainability, with brands opting for eco-friendly packaging and cruelty-free manufacturing practices. This evolution is reshaping consumer expectations and pushing both domestic and international players to prioritize ingredient transparency and ethical sourcing in their product lines.

Influence of Global and Regional Fashion and Pop Culture Trends

Vietnam’s hair colour market is increasingly influenced by global fashion movements and regional pop culture, especially trends emerging from South Korea, Japan, and Western fashion capitals. Korean pop (K-pop) culture, in particular, plays a significant role in shaping hair colour preferences among Vietnamese youth. Iconic K-pop idols and actors frequently sport bold, pastel, and ash-toned hair colours, which are quickly adopted by fans eager to replicate these styles. As a result, demand is growing for non-traditional colours like silver-grey, blue, lavender, rose gold, and burgundy—shades that were once considered niche or seasonal but are now entering mainstream appeal. This pop-culture-driven trend also correlates with a desire for individuality, self-expression, and aesthetic exploration, especially among Gen Z consumers. Hair colour is increasingly perceived not only as a cosmetic choice but also as a statement of identity and personality. Brands are capitalizing on this by launching trend-based collections, seasonal colour drops, and limited-edition shades that resonate with current fashion influences, enabling more frequent consumer engagement and repeat purchases.

Digitalization of Consumer Engagement and Virtual Try-On Technologies

As digital adoption deepens in Vietnam, the hair colour market is embracing technology-driven innovations to enhance consumer experience, especially in online shopping environments. A rising number of beauty brands are investing in augmented reality (AR) and artificial intelligence (AI) tools that allow users to virtually try on different hair colours using smartphone apps or e-commerce platforms. These virtual try-on solutions help reduce uncertainty around shade selection, encouraging users to experiment with bold colours they may not have otherwise considered. Leading global players such as L'Oréal have introduced interactive tools that integrate AR with product recommendations, enabling a seamless transition from discovery to purchase. This personalization is particularly valuable in a market where in-person salon consultation is not always accessible, especially in tier 2 and 3 cities. Furthermore, digital engagement strategies—such as influencer-led marketing, live product demonstrations, loyalty programs, and chatbot-assisted queries—are becoming essential for brand visibility and customer retention. The convergence of technology and beauty retail is making the hair colour shopping journey more engaging, informative, and personalized, thereby strengthening consumer confidence and driving category growth.

Segmental Insights

Type Insights

Women represent the dominant consumer segment in Vietnam’s hair colour market, driving the majority of product demand across both urban and rural areas. Hair colouring among Vietnamese women is no longer limited to covering grey hair but has evolved into a form of personal expression and fashion. Younger women, influenced by beauty trends, K-pop culture, and social media, frequently experiment with bold shades and seasonal styles, while older women prioritize natural-looking, grey-coverage solutions. Increasing participation of women in the workforce and rising disposable incomes have further empowered them to invest in premium hair care and salon services. Moreover, women are more likely to explore ammonia-free and herbal options, making them the primary target for most brands’ marketing and innovation strategies.

Distribution Channel Insights

The online segment is emerging as the fastest-growing distribution channel in Vietnam’s hair colour market, driven by the increasing penetration of smartphones, internet access, and digital payment systems. Consumers, especially younger demographics, prefer the convenience, variety, and price transparency offered by e-commerce platforms such as Shopee, Lazada, and Tiki. These platforms provide access to a wide range of domestic and international brands, along with user reviews, tutorials, and personalized recommendations. The growth of online-exclusive discounts, flash sales, and influencer-driven marketing has further boosted digital engagement. Additionally, virtual try-on tools and live beauty consultations are enhancing the online shopping experience. As digital literacy continues to rise across urban and semi-urban areas, the online segment is expected to drive future market expansion.

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Regional Insights

Southern Vietnam was the dominating segment in the country’s hair colour market, fueled by rapid urbanization, higher disposable incomes, and strong exposure to global fashion and beauty trends. Cities like Ho Chi Minh City serve as major hubs for beauty innovation, with a dense network of salons, modern retail stores, and e-commerce fulfillment centers. The region’s younger, trend-savvy population is more open to experimenting with bold hair colours and regularly follows K-pop, Western fashion, and social media influencers for inspiration. Additionally, the widespread availability of professional hair colouring services and DIY products has made hair colouring a mainstream beauty routine. Southern Vietnam’s advanced infrastructure, digital engagement, and consumer readiness continue to drive higher sales and brand penetration compared to other regions.

Recent Developments

• In 2023, L’Oréal Professionnel introduced its improved iNOA hair‑color range to Vietnamese salons. While slightly outside your date range, this oil‑based, 60 % oil formula made its way across salon networks in 2024, offering ammonia‑free grey‑cover options in line with local preferences for gentler formulations.

Key Market Players

• L’Oréal
• Revlon
• Avon Products
• Conair
• Aroma
• Estée Lauder
• Godrej
• Coty
• Procter & Gamble
• Johnson & Johnson

Report Scope:

In this report, the Vietnam Hair Colour Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Vietnam Hair Colour Market, By Product Type:

o   Permanent

o   Temporary

• Vietnam Hair Colour Market, By End User:

o   Men

o   Women

• Vietnam Hair Colour Market, By Distribution Channel:

o   Online

o   Offline

• Vietnam Hair Colour Market, By Region:

o   Northern Vietnam

o   Southern Vietnam

o   Central Vietnam

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Vietnam Hair Colour Market.

Available Customizations:

Vietnam Hair Colour Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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