Korean Sunscreen in Vietnam: Market Size, Growth, and How to Import

Sunscreen Market Size and Growth in Vietnam

Vietnam's overall cosmetics market reached approximately USD 2.66 billion in 2024, and about 90% of the cosmetic products sold there are imported rather than made domestically, according to REACH24H Consulting Group. Korean brands hold the largest foreign-brand share of that imported market at roughly 30%, a position built by early entrants such as Innisfree, which entered Vietnam in 2016, and The Face Shop, which entered in 2005.

Within that broader market, sun care is one of the faster-growing categories. Markets and Data Research values Vietnam's sun care market at USD 124.12 million in 2022 and projects it will reach USD 244.79 million by 2030, an 8.86% compound annual growth rate over 2023-2030. A separate estimate from Bonafide Research puts the market at USD 244.53 million by 2029. The two figures come from different research firms using different base years and methods, but they land within about USD 260,000 of each other — a level of agreement that gives sourcing managers a reasonably solid range to plan around, rather than a single unverifiable number.

For pricing context, mid-range sunscreen products sold through Vietnamese beauty chain stores typically retail between USD 20.70 and USD 24.80 per unit, according to REACH24H. That price band is a useful anchor point when you are deciding where a new Korean sunscreen line should sit against the market.

What Is Driving Sunscreen Demand in Vietnam

Two structural factors sit behind the sun care growth numbers above. Vietnam's tropical climate means UV exposure is a year-round concern rather than a seasonal one, and consumer awareness of skin-cancer risk is rising, according to Bonafide Research. Both factors point toward sustained demand growth rather than a short-term spike.

Korean brands are already positioned to benefit from that demand. Their 30% share of Vietnam's imported cosmetics sales is the largest of any foreign-origin category, according to REACH24H, and it reflects roughly a decade of market presence rather than a recent entry. The Face Shop's 2005 arrival and Innisfree's 2016 launch both predate the current sun care growth curve, which means Korean sunscreen entering Vietnam today is following a path Korean skincare brands broadly have already proven works in this market — not testing an unfamiliar category from a standing start.

Where Vietnamese Shoppers Buy Sunscreen: Retail and E-Commerce Channels

Sourcing managers evaluating Vietnam usually ask a practical question first: which retailers or platforms are actually worth approaching. Vietnam's beauty retail landscape has a handful of dominant gatekeepers rather than a fragmented field.

Hasaki is the largest beauty specialty retailer, running 600 or more stores nationwide and drawing over 7 million monthly online visitors as of mid-2026, according to Asia Pro Distribution. Watsons Vietnam operates 100 or more outlets concentrated in Ho Chi Minh City, while Guardian Vietnam runs 200 or more stores spread across the country. The Long Chau pharmacy chain has expanded to 1,800 or more locations nationwide, which matters for sunscreen specifically, since pharmacy channels often carry sun care as a dermo-cosmetic category rather than a pure beauty item.

E-commerce and social commerce are the fastest-moving part of the channel mix. Shopee Vietnam's beauty category generates over USD 400 million in annual gross merchandise value, and TikTok Shop's beauty category grew 340% between 2023 and 2025, making it the primary product-discovery channel for Vietnamese shoppers under 35, according to Asia Pro Distribution. For a new Korean sunscreen brand, that combination suggests a two-track approach: a physical retail presence through one or more of the chains above to build shelf credibility, paired with a TikTok Shop or Shopee listing to reach younger buyers where they are already discovering new sun care products.

Getting In: Cosmetic Notification and Import Duties

Vietnam regulates sunscreen as a cosmetic product, not a drug. That classification sits within the ASEAN Cosmetic Directive, which Vietnam implements through Circular 06/2011/TT-BYT, and it means sunscreen follows a notification-based path rather than a pre-market drug approval process.

The specific mechanism is the Cosmetic Product Notification (CPN), administered by the Drug Administration of Vietnam (DAV) under the Ministry of Health. Its legal basis is Consolidated Document No. 7/VBHN-BYT, which combines Circular 06/2011/TT-BYT and Circular 29/2020/TT-BYT and has been effective since March 16, 2021, according to REACH24H Consulting Group.

The structural point that trips up first-time exporters is who can actually file. Only a Vietnam-registered legal entity can submit a CPN dossier to DAV — that can be your own subsidiary or an authorized local distributor, but a foreign manufacturer cannot file directly. The responsible entity also needs a Certificate of Free Sale (CFS) for the product from its country of manufacture, plus a notarized, consulate-legalized Letter of Authorization from the manufacturer, according to REACH24H. This is usually the deciding factor in whether an exporter sets up a local subsidiary or partners with an existing distributor first.

Once a complete dossier is submitted, DAV typically takes about one month to complete its review, though the full process — including document preparation — runs closer to two to three months on average. The notification fee is USD 21 per product, and the resulting notification receipt number stays valid for five years, according to REACH24H.

On the customs side, Vietnam classifies sunscreen under HS heading 3304, specifically national subheading 33049930 for other skin-care preparations. The standard preferential import duty on that subheading is 18%, compared with 27% under the non-MFN "normal" rate, plus 8-10% VAT, according to HP Global, a Vietnam customs and logistics consultancy. Korean-origin sunscreen has a meaningfully better option available: under the Vietnam-Korea Free Trade Agreement (VKFTA), cosmetics under HS 3304 can qualify for a preferential duty as low as 0-5%, depending on the specific subcategory, with a valid Korea certificate of origin (C/O) form AK/VK. That compares with a 10-11% rate under the general ASEAN/RCEP schedule for the same HS group, according to HP Global — making the VKFTA C/O one of the clearest cost levers available to a Korean shipper.

Last updated: 2026-07. The market and regulatory information in this guide is current as of July 2026 and is provided for informational purposes only. DAV notification requirements, import duty rates, and the retail landscape can change; confirm current rules with the Drug Administration of Vietnam, a licensed Vietnamese customs broker, or local trade counsel before making sourcing or export decisions.