A previous survey noted that office workers in Hanoi and Ho Chi Minh City spent an average of VND 4-6 million per month on hair washing and massage services. This highlights the lucrative nature of the spa industry in Vietnam’s metropolitan areas, where the rapid societal development has led to an increased standard of living, and subsequently, a higher demand for beauty and wellness services.
In reality, the beauty service industry in Vietnam started much later compared to other countries. However, its potential for growth is immense. According to a 2023 market research report on the spa industry in Vietnam, there are over 6,000 spa businesses established in the country (this number could be higher due to unreported cases). Out of these, more than 25 large private institutions have opened multiple branches across various provinces and cities nationwide, offering services ranging from VND 59,000 for 30 minutes to several million dong, depending on the type of service.
The average revenue of large corporations in the Vietnamese spa industry is estimated at approximately VND 20 billion per year, equivalent to nearly VND 2 billion per day. With such high profit potential, the spa market is attracting significant investment. Notably, instead of opening spas that require large rental spaces and extensive equipment, face washing and massage services are gaining traction.
Image: A new face washing trend in Vietnam, similar to the popular “Cat Face Washing” model in China.
In late 2023, a face washing chain named Face Wash Fox simultaneously opened 12 stores and announced its plan to reach 100 high-tech face washing stores nationwide. Ms. Ngo Thuy Hang, the founder of Face Wash Fox, stated that they would primarily focus on the Hanoi and Ho Chi Minh City markets.
Face Wash Fox was born from the idea of providing a high-tech face washing and in-depth skincare service chain in Vietnam, solely focused on delivering a 5-star quality face washing experience. In the initial implementation phase, the Face Wash Fox stores are mainly located in Vincom shopping centers, which are popular among young customers.
Another chain focusing on hair washing, ‘Moyo – The New Generation of Hair Washing’, has already expanded to 26 branches in major cities, with 12 stores in Hanoi and 9 in Ho Chi Minh City. Moyo offers a range of services, including hair washing, blow-drying, and neck massages, with flexible pricing starting at VND 49,000.
Previously, the success of 30Shine, a chain that combines haircuts with face washing and head massages for men, inspired the emergence of numerous modern haircut chains.
Image: 30Shine has achieved remarkable success in Vietnam.
According to data from the research company Mintel, the beauty market is valued at approximately USD 2.3 billion. With a growth rate of about 6.2% per year (according to VIRAC data), Vietnam’s beauty and personal care market is propelled by a strong economic foundation and the rising self-care demands of the younger generation.
In fact, face washing chains are becoming a trend in Asia. In China, the Face-wash Cat chain is dominating the market with nearly 10,000 stores and no signs of slowing down. These face washing chains thrive due to their use of advanced technology and optimized store models, which minimize investment costs. In addition to face washing services, they also sell skincare and beauty products.
