The 2025 Cosmetics Market Amidst the Wave of Counterfeit Goods: What Brands Must Do to Build Consumer Trust?

Amidst the wave of investigations into counterfeit cosmetics and fraudulent advertising on social media, consumer trust in the beauty industry is declining. A new report analyzing over 5.1 million social media discussions reveals what Vietnamese consumers truly think when shopping for beauty products.

Skincare leads – but the biggest barrier is trust

Skincare dominates the industry with 44.3% of total discussions, far outpacing makeup (25.4%) and perfume (14%). Users are particularly focused on serums (28%), moisturizers (22%), and cleansers (18%).

However, alongside high interest comes unprecedented caution. Suspicions regarding low-quality products — especially from famous KOLs — are causing consumers to question safety. Brands maintain credibility through:

• Clear product origin
• Transparent ingredients
• Reviews from real users and reputable KOLs
• Direct engagement regarding legal concerns, testing, and certification

Consumers don't wait to be convinced – they proactively seek answers

An analysis of 2.2 million skincare discussions in early 2025 shows that Vietnamese consumers are no longer passively accepting products.They proactively share experiences, ask questions, and seek advice from the community — especially in Facebook groups, TikTok, and review forums.

• 34% post detailed reviews of real experiences, including both pros and cons
• 18% recommend specific products, acting as community consultants for various skin issues
• 14% discuss ingredients such as BHA, Niacinamide, and Hyaluronic Acid — evidence of deepening knowledge
• 11% share the root causes of acne, oiliness, and irritation, showing a need for fundamental understanding

Drivers and barriers to purchasing acne treatment products

With over 292,000 discussions,acne treatment products account for 13.3% of the skincare discourse. Key drivers include acute acne breakouts (33.1%), weather and environmental changes (24.9%), or suggestions from KOLs and friends (18.2%).

Significant barriers remain. 38% are concerned about unclear product origin, while 21% worry about counterfeit goods — a fear amplified by recent investigations into low-quality cosmetics.

Transparency and authentication are no longer optional – they are the bare minimum

In a dynamic yet skeptical market, consumers today do not just expect product efficacy; they demand transparency, safety, and authenticity from brands. The Vietnam Cosmetics Market Insight Report 2025 suggests strategic directions to help brands maintain their position through honesty, data, and genuine quality.