An interest in natural & organic beauty products has been growing significantly in the Republic of Vietnam. The natural & organic industry is highly fragmented due to the increasing personal disposable income and growing consumer demand in Vietnam.
However, the research in such field is not enough for getting in-depth insight on one of the potential industries in Vietnam. In consideration of the global green movement and also in order to overcome this research gap, this Master thesis is aimed to study about the natural & organic cosmetics industry in Vietnam, and take a closer look at some leading firms which are currently available in such business. Understanding the industry structure is essential before deciding further investment decisions.
The structure of this research includes two main parts: theoretical framework and empirical findings. In order to achieve the research purpose, the five forces of competition model and marketing mix (4Ps) analysis have been studied as the theoretical part, while the qualitative method is used for the empirical part.
With the data analysis, the findings are natural and organic cosmetics industry is in its very first step with huge potential for sustainable development, thanks to the young population and better living standard, as well as the consumers’ perception towards health consciousness and environment issues. Most of consumers have a tendency to choose international brands due to their famous brand name or higher quality. Although global corporation dominates the market, the domestic companies are trying the best to recover their attractiveness to consumers.

An interest in natural & organic beauty products has been growing significantly in the Republic of Vietnam. The natural & organic industry is highly fragmented due to the increasing personal disposable income and growing consumer demand in Vietnam.
However, the research in such field is not enough for getting in-depth insight on one of the potential industries in Vietnam. In consideration of the global green movement and also in order to overcome this research gap, this Master thesis is aimed to study about the natural & organic cosmetics industry in Vietnam, and take a closer look at some leading firms which are currently available in such business. Understanding the industry structure is essential before deciding further investment decisions.
The structure of this research includes two main parts: theoretical framework and empirical findings. In order to achieve the research purpose, the five forces of competition model and marketing mix (4Ps) analysis have been studied as the theoretical part, while the qualitative method is used for the empirical part.
With the data analysis, the findings are natural and organic cosmetics industry is in its very first step with huge potential for sustainable development, thanks to the young population and better living standard, as well as the consumers’ perception towards health consciousness and environment issues. Most of consumers have a tendency to choose international brands due to their famous brand name or higher quality. Although global corporation dominates the market, the domestic companies are trying the best to recover their attractiveness to consumers.

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