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R E P O R T

We spoke to François Tavernier, CEO, Kosmos. they do have these two, the battle for advocacy will decide the
Who provided us with some great insight brands which will arrive to end-users’ hands: brands are constantly
into the Vietnamese Beauty market looking for influential doctors, spa or skincare clinic owners, KOC,

Living in Vietnam since 2014 after graduating from HEC or celebrities to recommend their products..
Paris, Francois Tavernier has worked as a Retail In terms of distribution channels, premium skincare is mostly
executive for Central Group before joining distributed in spa and skincare clinics, through dermatologists
the American consulting firm The Boston and hospitals, as well as through beauty chains, social selling and
Consulting Group. In 2022, he founded a ecommerce. Department stores are a rather limited channel.
skincare import & distribution company
called Kosmos. Francois defines himself
as a curator, carefully selecting the right
product ranges based on market needs
but also forecasted skincare trends. From
French neo-apothecary solutions to Swiss-
made gentle retinol skincare technology,
Francois has successfully launched several brands
in Vietnam and is preparing to expand its portfolio to answer
its increasingly specific customer requirements. When asked
about his company’s strengths, Francois replies that it is with
its speed of execution and multichannel approach that Kosmos
has managed to expand to more than 300 points of sales by
now and is expecting to double this number by the end of the
year. Covering not only high-end spas & beauty stores but also
supermarkets, social selling and e-commerce, Kosmos can design,
develop and implement a multi-channel approach for brands What is the current size and expected growth rate over the
willing to expand in Vietnam. As the expert in the Vietnamese next 5 years in the Vietnamese Spa and Salon market?
market, we asked Francois some questions on the market. The premium skincare market is expected to grow and get close to a
billion EUR by 2030, becoming one of SEA largest. More specifically about
What Factors Shape the Distribution of Beauty Standards in spa, no official data is available on the market but we can reasonably
Vietnam? expect a number of 2,000 to 3,000 premium spa using modern skincare
With Vietnamese end-users beauty standards largely aspiring & technology. With continuously increasing living standards and the rise
to have a fair, flawless and bright skin, and ready to spend for it, of the upper middle class, we see no reason why this market shall not
beauty brands are competing strongly on a very dynamic market to grow. As the service is by essence offline, it is unlikely to be threatened
provide solutions for as many needs as acne solutions, pigmentation by ecommerce. It is key for premium brands to be present on the spa
correction or anti-aging… The main factors on which brands market due to its stability and the strong habit of Vietnamese end-users
are competing upon is first on their products’ efficiency (what of going to treat their skin regularly (for example: an acne treatment
results, which proofs of efficiency) and technicality (which active would require a weekly or bi-weekly session for around 3 months, and
ingredients – and whether they are need-specific, innovative in their most affluent consumers have the habit to go to the spa monthly basis
formulation, do not create undesired side effects…). But provided for anti-pigmentation and anti-aging purposes).

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