Men's skincare brands tend to make one of two mistakes: copying the identity language of women's cosmetics, which leaves men feeling the product isn't for them, or pushing a rigid tone like a technical tool, which strips away the sense of care. The right identity space sits in between: clear function, a calm aesthetic, and language that speaks directly to the problem of the skin. It is not the voice of women's cosmetics, and it is not the voice of a power drill. It is the voice of someone who knows what they need and doesn't want to explain further.
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A brand owner once brought their packaging to Sinh Vũ and asked: “Why does this look like it's for girls to me?” The product was good and the formula had passed testing, but that sense of unfamiliarity stuck from the very first second of picking up the box.
It is not the fault of one color or one font. It is a system fault: the entire identity language was built for the wrong user.
A segment that is genuinely open
Vietnamese men are spending more on their skin than the previous generation, but not in a loud way.
They buy face wash, sunscreen and acne serum, but they often buy in silence: they don’t ask much, don’t read blogs, and don’t follow beauty KOLs (influencers).
They want a product that solves a specific problem. And they don't want to have to explain to anyone why they bought it.
Imported goods hold most of the shelf. But that doesn’t mean there is no room for domestic brands. There is room, if you know where to stand.
Two common traps
Most men's skincare brands fall into one of two opposing mistakes.
The first mistake: copying the language of women’s cosmetics wholesale. White backgrounds, thin type, words like “nourishing”, “soft and smooth”, “full of vitality”.
The packaging looks good, but men pick it up and put it back down because they don't see it as made for them.
The second mistake: swinging to the opposite extreme with a rigid tone. A black background, angular type, words like “activate”, “optimize”, “skin performance”. It sounds like an electronic device, not a skincare product.
Customers understand the specs but don't feel a reason to try it.
Both are missing one thing: the right kind of familiarity.
An identity territory that holds up
The goal isn't to find the midpoint between the two extremes above, as a simple average. That approach produces a bland product.
The right identity territory is built from a different question: what aesthetic are men genuinely used to seeing in their own lives?
- Good tools need no captions: a premium razor, a camera lens, a mechanical watch. Clear design, few unnecessary details, everything in its right place.
- The language gets straight to the point: no detours, no metaphors that need decoding.
- A sense of being respected: the product doesn't over-explain, and doesn't treat the user as someone who needs to be convinced.
That is the starting point for building an identity system, not just choosing between dark and light colors.
A brand is how customers perceive you, not a logo or a color palette. And that perception is shaped by everything customers touch: the box, the typography, the naming, the way benefits are explained.
Marty Neumeier, The Brand Gap
Four identity signals worth rechecking
When looking at a men's skincare brand, Sinh Vũ usually checks four signals in the following order.
Signal 1: The name and how it is chosen. Can the name be understood when said aloud? Does it need further explanation to make sense? Is the name for men's skin, or could it be for anything?
Signal 2: Typography. It isn't “thin type is for women, bold type is for men”.
Instead it is: is the typeface easy to read, does it suit the overall tone, is it consistent from the box all the way to the product page?
Signal 3: How benefits are written. “Helps skin feel soft and smooth” is a line from women’s cosmetics. “Reduces shine after 4 hours” is written for someone who wants a specific result.
One emotional line, one verifiable line. Men tend to trust the second more.
Signal 4: Product imagery. A photo shot on a floral background or lace fabric sends a different signal from one shot on stone or a neutral backdrop.
Neither style is worse than the other. They simply speak to two different people.
Before a customer reads a single word on the box, they already have a feeling. The four signals above determine what that feeling is.
The origin story and the vacant advantage
Korean and Japanese products hold the advantage in perceived origin within the skincare segment. Vietnamese customers who see Korean text on packaging already have part of their trust in place.
A domestic brand cannot compete by imitating that look. Doing so puts yourself into a comparison you will lose.
But there is a gap imported products cannot fill: understanding the tropical climate, understanding oily skin in hot and humid weather, understanding the daily habits of Vietnamese men.
That is a real point of difference, one that can't be copied. And if it is brought into the identity in a specific way, without cliché, it can become the reason customers choose you the first time and come back.
The new decree and the limits of language
From 15/02/2026, Decree 342/2025/NĐ-CP takes effect. Cosmetics advertising may not use the images, attire or names of medical facilities, doctors, pharmacists or medical staff.
For a men's skincare brand, this directly affects how you write ad copy and how you shoot product photos.
Images of dermatologists endorsing a product can no longer be used. The old-style phrase “recommended by medical professionals” can no longer be used either.
But this is also an opportunity: brands that build trust through real ingredients, concrete results and a consistent identity will stand firmer than those relying on borrowed signals from the white lab coat.
References
Kantar BrandZ, Brand Relevance Reports. Mintel, Men’s Grooming Global Trends 2023. Euromonitor International, cited by Báo Sài Gòn Giải Phóng, 21/04/2024. Byron Sharp, How Brands Grow. Jean-Noël Kapferer, The New Strategic Brand Management. Decree 342/2025/NĐ-CP.