respondents who purchased and searched in these categories in the last three months
Supplementary notes
The source did not mention the type of survey used.
Original question:
1. Which best describes how you have purchased the following categories over the last three months?
2. Which best describes how you have researched the following categories over the last three months?
Citation formats
Share of consumers who search and purchase beauty products Vietnam 2022, by channel
Based on a survey conducted in December 2022 among Vietnamese consumers, almost ** percent of respondents said they preferred using omnichannel to research and buy skincare and beauty products. Meanwhile, around ** percent of surveyed consumers would like to search and purchase these products in physical stores.
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McKinsey & Company. (February 23, 2023). Share of consumers who searched and purchased skincare and makeup products in Vietnam as of December 2022, by channel [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 04, 2026, from /statistics/1394931/vietnam-channels-to-search-and-purchase-cosmetic-products/
McKinsey & Company. "Share of consumers who searched and purchased skincare and makeup products in Vietnam as of December 2022, by channel ." Chart. February 23, 2023. ÌÇÐÄÆƽâ°æ. Accessed August 04, 2026. /statistics/1394931/vietnam-channels-to-search-and-purchase-cosmetic-products/
McKinsey & Company. (2023). Share of consumers who searched and purchased skincare and makeup products in Vietnam as of December 2022, by channel . ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 04, 2026. /statistics/1394931/vietnam-channels-to-search-and-purchase-cosmetic-products/
McKinsey & Company. "Share of Consumers Who Searched and Purchased Skincare and Makeup Products in Vietnam as of December 2022, by Channel ." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 23 Feb 2023, /statistics/1394931/vietnam-channels-to-search-and-purchase-cosmetic-products/
McKinsey & Company, Share of consumers who searched and purchased skincare and makeup products in Vietnam as of December 2022, by channel ÌÇÐÄÆƽâ°æ, /statistics/1394931/vietnam-channels-to-search-and-purchase-cosmetic-products/ (last visited August 04, 2026)
Share of consumers who searched and purchased skincare and makeup products in Vietnam as of December 2022, by channel [Graph], McKinsey & Company, February 23, 2023. [Online]. Available: /statistics/1394931/vietnam-channels-to-search-and-purchase-cosmetic-products/
