We speak to leading beauty and personal care brands to glean insights on three emerging markets – Vietnam, the Middle East and Central Asia – to see what 2023 has in store for the industry.

Vietnam​

With a rapidly growing middle class and increasing demand for high quality products, Vietnam is one of the oft mentioned markets by brands who are interested in expanding their footprint in South East Asia – Swiss skin care brand Evenswiss is one of them.

Its journey in Asia started in China three years ago, which it penetrated through cross-border e-commerce channels.

Over the last three years, China has become a stronghold for the brand, with business growing three to four times annually.

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