THE VALUE OF BRAND IN BUSINESS AND COSMOSCIENE’S PERSPECTIVE ON THE KEY TO BUILDING SUSTAINABLE BRANDS IN THE COSMETICS INDUSTRY FOR DOMESTIC AND INTERNATIONAL MARKETS

Recently, Ms. Tami, representative of Cosmosciene® Technology, had the opportunity to attend the Forbes Vietnam Brand Conference 2025 themed “Legacy & Vision” – for members of the Forbes Vietnam entrepreneur community, gathering leading founders, executives, and experts across various fields to discuss strategies for developing Vietnamese brands in the new era.

Insights from the Brand Forum – Direction for Vietnam’s Cosmetics Industry

At the conference, speakers and experts shared practical perspectives, updated data, and long-term orientations in a practical and useful way for Vietnamese brands. Key highlights that the cosmetics industry can immediately apply in practice include:​

1. 82% of current and future consumers tend to purchase products made in Vietnam. → This is an opportunity for the Vietnamese cosmetics industry to affirm research & innovation (R&I) capacity, manufacturing, and commercialization value. Consumers expect local products, but they must have substance and be genuine, quality must be outstanding, awakening national pride. Brands that prove sustainable value and are beneficial to society will receive great attention.​
2. Approximately 60% of business revenue can come from brand value. → Investing in brand is not just marketing, but also investing in many other intangible values consistently and persistently to create tangible profits in the long term, such as:
   • Core values
   • Openness and innovation → Toward greater convenience, blending local characteristics with international standards
   • Premiumization → Demonstrating industry knowledge, expertise, high-quality ingredient sources, artisanal production processes…
   • Holistic health → Brands aim to continuously increase living value for customers
3. Modern consumers buy long-term value, not just immediate value. → This requires brands to remain committed to the philosophy of quality, transparency, and sustainability.

4 Trends in Product and Brand Development in the Modern Cosmetics Industry

From the analyses and research shared at the event, Cosmosciene® identified 4 important pillars applicable to innovation in Vietnam’s cosmetics industry:​

1. Clean Ingredients — Clean ingredients, transparent origins, meeting international standards. For example, today there are organizations working for user safety, transparency, and health in researching standardization of cosmetics production processes and formulas such as (COSMOS, Ecocert, EWG, Vegan…).​
2. Therapeutic & Preventive Value – Products that not only beautify but also support treatment, prevention, and have restorative properties.
3. Health-Enhancing & Holistic Wellness — Comprehensive care for appearance, health, and spirit.​
4. Personalization — Personalized experiences, tailored to each user based on data and in-depth skin analysis.​

These trends show that the cosmetics industry is transforming from “surface beautification” to “deep care from the roots — scientific and humane”.

Building a brand requires perseverance, consistency, continuous improvement, and innovation not only in services and products but also in customer service methods through every customer touchpoint with products and services. Building a corporate brand is a big thing, but to implement it effectively, it starts with each individual in the organization building their personal brand working in all positions, cooperating closely and systematically to complete the mission and common business goals of the organization, aiming for development not just temporarily but long-term and sustainable. All business activities must be customer-centric, continuously increasing living value for customers. Enterprises that want to win must research deeply, anticipate customer needs ahead of time, always renew themselves in an ever-changing society, both developing legacy while also being able to embrace the future.

Building Brands Through Knowledge and Ethics

A brand’s legacy lies not only in its products, but in how it creates real value for people and society. Cosmosciene® believes: “Innovation in the Beauty & Wellness industry only truly has meaning when it is based on understanding the essence of natural science, recreated with the mission of serving humanity for a better quality of life, setting goals toward sustainable and humane development for people and the planet”.​

We continue to pursue our mission of continuous innovation research in Beauty & Wellness, achieving international standard certifications, and technology transfer for producing clean, safe, internationally compliant cosmetics, to contribute to the journey of elevating Vietnamese brands on the global beauty map.

Article by: Cosmosciene® Technology Team
Thank you Forbes Vietnam for a conference with much valuable and meaningful content.

Cosmosciene invites readers to refer to additional articles from Forbes Vietnam at the following links:

Building brand legacy in an uncertain era (Kiến tạo di sản thương hiệu trong kỷ nguyên bất định)

Vision for innovation helps elevate brands (Tầm nhìn đổi mới giúp vươn tầm thương hiệu)