Ayana Cosmetics Officially Launches in Vietnam

In recent years, Vietnam’s beauty market has witnessed strong growth, especially with the rising presence of cosmetic brands from Korea — a country known as the “capital of Asian skincare technology.” Following that trend, the Korean skincare brand Ayana has officially debuted in Vietnam, marking an important milestone in bringing advanced skincare solutions to Vietnamese consumers.

The launch event took place on November 28 at the Hung Vuong International Conference Center in Hanoi, with the participation of beauty experts, distribution partners, retailers, and skincare enthusiasts. According to the organizers, Ayana is exclusively distributed in Vietnam by Glubeauty Skin and officially imported by Kumgang Star, one of the major suppliers of Korean cosmetics to the Vietnamese market.

Ayana – A brand built on a minimalist yet highly effective skincare philosophy

In Korea, Ayana is known for its skincare philosophy focused on three core principles: simplicity, effectiveness, and safety. The brand develops products specifically tailored to Asian skin, especially those experiencing pigmentation issues such as melasma, freckles, and uneven skin tone.

Ayana applies advanced Hydrolysis technology to break down ingredients into ultra-small molecules, enhancing their ability to penetrate deeply into the skin. This allows products to deliver visible improvements without clogging pores or causing irritation — a concern commonly noted among Vietnamese consumers.

Key product lines introduced in Vietnam

During the event, Ayana unveiled three flagship products, forming what they call the “complete skincare trio” for Vietnamese women:

1. Ayana Anti-Melasma 24h Pro – Intensive melasma care cream

This is the brand’s standout product, specially designed for skin affected by surface melasma, deep-rooted melasma, or long-lasting dark spots. Its formula includes three primary active ingredients:

• Arbutin: helps inhibit melanin production and reduce dark patches.

• Morus Alba (White Mulberry Extract): brightens the skin naturally and gently.

• Hydrolyzed Collagen: improves elasticity and replenishes moisture, reducing dryness and signs of aging.

This combination not only targets melasma but also improves overall skin texture, leaving the skin smoother and more refined over time.

2. Ayana Anti-Melasma Cream – Daily whitening and repairing moisturizer

Unlike the Pro version, this moisturizer is developed for everyday use and suitable for all skin types. Its main benefits include:

• Whitening and brightening

• Evening out skin tone

• Deep hydration and skin barrier recovery

The product is ideal for individuals exposed to environmental stressors, harsh sunlight, or those who frequently wear makeup.

3. Smart Sunscreen – Multi-protection sun cream

Smart Sunscreen is introduced as a comprehensive protective solution featuring:

• High SPF and broad-spectrum UV protection

• Defense against UVA and UVB rays

• Protection from blue light emitted by digital screens

• Lightweight, non-greasy texture

This makes it a suitable choice for Vietnam’s tropical and humid climate, offering comfortable wear while ensuring skin protection.

The power of Ayana’s three essential ingredients

All Ayana products share a signature formula built on three core ingredients:

Arbutin – A safe and effective brightening active

Arbutin is widely recognized for its ability to reduce melanin production without harsh exfoliation, making it a gentle yet effective solution for melasma and dark spots.

Morus Alba – Natural botanical ingredient

White mulberry extract supports natural skin brightening and provides antioxidants to protect the skin from environmental damage.

Hydrolyzed Collagen – Enhances elasticity and moisture retention

This type of collagen has a smaller molecular structure, allowing it to absorb more easily into the skin, improve firmness, and maintain hydration — especially important for those over age 25 as natural collagen begins to decline.

Glubeauty Skin’s mission in bringing Ayana to Vietnam

At the launch event, Ms. Bùi Thị Minh Hồng — CEO of Glubeauty Skin — expressed strong expectations for Ayana’s presence in Vietnam. She emphasized that the company aims not only to introduce a new skincare brand but also to provide Vietnamese women with trustworthy, transparent, and problem-targeted skincare solutions.

According to Ms. Hồng, Ayana was selected for distribution due to its reputable standing in Korea and its clear product philosophy: promoting healthy, bright, and balanced skin — a growing concern among Vietnamese women.

Ayana and its growth potential in Vietnam

Vietnam’s cosmetics market has been expanding rapidly, with increasing consumer demand for safe, effective, and clearly sourced products. Korean beauty products continue to be highly favored thanks to their compatibility with Asian skin and innovative formulas.

Ayana is expected to gain attention and trust from users due to:

• Advanced skincare technology

• Product lines focused on key Vietnamese skin concerns (melasma, pigmentation, aging)

• Transparent distribution and reliable import channels

• Strong reputation of Korean beauty brands in Asia

Conclusion

Ayana’s official entry into the Vietnamese market not only brings more choices to local consumers but also contributes to the diversification of the beauty industry in Vietnam. With its focus on whitening, repairing, and anti-aging solutions, Ayana is poised to become a noteworthy brand for Vietnamese women in the near future.