Tiếng việt
Vietnam’s beauty market is entering a new phase of digital-led growth. Forecasted to reach US$2.67 billion by the end of 2024, with a steady 2.7% annual growth rate, it has become a strategic destination for international beauty brands. Even more compelling, online sales are projected to account for 40.6% of total revenue—a clear signal that Vietnamese consumers are increasingly digital-savvy, mobile-first, and actively engaging with content across e-commerce platforms and social media.
This environment creates fertile ground for emerging K-beauty brands like Tia’m, which entered the Vietnamese market in 2023. Within a short period, Tia’m reported over $700,000 in revenue, selling more than 3,000 products per month—a rare feat for a relatively new player without a brick-and-mortar presence. So, what’s behind their rapid growth?
Data-Driven Entry with Localized Focus
Tia’m didn’t just enter the market blindly, they arrived with precision. Backed by consumer insights, the brand understood that Vietnamese beauty consumers are both trend-sensitive and ingredient-conscious. Natural, organic, and functional skincare, particularly those targeting skin tone and texture, are high on their wish list.
Tia’m’s whitening serum, which aligns perfectly with local beauty preferences. A quick check on Google Trends reveals that “whitening serum” consistently ranks among the top-searched skincare terms in Vietnam. On platforms like TikTok, Tia’m products appear at the top of search results for this keyword, showing the brand’s ability to optimize for both searchability and desirability.
Beyond product-market fit, Tia’m’s digital strategy played a pivotal role in amplifying awareness and driving conversion. Rather than relying on traditional ads, the brand leaned into Influencer marketing strategy and platform-first storytelling tailored to TikTok.
Influencer Marketing: Targeted, Trust-Driven
Tia’m’s content strategy didn’t operate in isolation, it seamlessly extended into a highly targeted influencer marketing approach that amplified reach and built consumer credibility. Rather than relying solely on broad celebrity endorsements, Tia’m strategically collaborated with a diverse tier of local creators, including nano- and micro-influencers, skincare experts, and beauty-focused content creators.
This layered strategy allowed the brand to tap into tight-knit skincare communities, where trust is earned through authenticity, not advertising. These influencers played a critical role as cultural interpreters, translating the brand’s core messages, like efficacy, ingredient transparency, and skin health, into language, tone, and content formats that resonate deeply with Vietnamese audiences.
What truly sets Tia’m apart is how tightly integrated influencer content is within its overall digital ecosystem. Content doesn’t just live on the creator’s feed, it’s repurposed and amplified across TikTok trends, e-commerce pages (like Shopee and Lazada), and the brand’s owned media channels. User-generated content, review snippets, and influencer-led product demonstrations are embedded into the full customer journey, from discovery to checkout.
Building Digital Visibility Through Content
In Vietnam’s digital landscape, content is no longer just king, it’s the currency of trust. Tia’m’s success can largely be attributed to its localized content strategy, designed specifically for platforms like TikTok, Instagram, and Facebook. Rather than relying on traditional advertising, the brand has tapped into authentic storytelling through micro- and mid-tier influencers, user-generated content, and product demos that highlight visible skin results.
In Tia’m’s Vietnam market entry, content strategy is not treated as a one-off campaign but as a strategic engine that drives every stage of the customer journey. Rather than broadcasting brand messages, Tia’m has architected a multi-layered content ecosystem, carefully calibrated to move consumers from awareness to trust, and ultimately, to purchase.
Each phase of the funnel is strategically amplified through tailored, high-impact content, serving not just to inform or entertain, but to inspire confidence and drive action.
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