THE WHAT? Vietnamese cosmetics start-up Cocovie is preparing to enter China’s beauty market, targeting consumers directly with coconut-based skincare and haircare products positioned around natural ingredients and affordability.

THE DETAILS The Ho Chi Minh City-based company has registered in Beijing and plans to launch sales in major Chinese cities including Shanghai and Guangzhou. Cocovie produces beauty products using coconuts sourced from the Mekong Delta and is targeting US$1 million in first-year China sales. The company is already profitable in Vietnam and sells through retailers including Aeon, Guardian and Annam, while also exporting beauty products and cooking oil to markets in Europe, the Middle East and South America. In China, Cocovie will compete with global beauty brands as well as fast-growing domestic C-beauty players, but believes its natural, Vietnamese-made products can appeal to consumers seeking clean and authentic formulations. The company has already built a small base of around 300 customers through a WeChat group following pilot sales.

THE WHY? The move reflects Cocovie’s ambition to shift beyond Vietnam’s traditional role as a supplier of raw materials and low-cost exports by building a consumer-facing beauty brand for international markets. It also taps into rising demand in China for natural, clean beauty products, while supporting Vietnam’s broader push to move up the value chain. Cocovie’s model combines local agricultural sourcing with premium-mass positioning and social impact commitments, including allocating one yuan per product sold in China to environmental and social initiatives.

Source: Nikkei Asia