Marico has announced its third strategic deal in three weeks, investing in Vietnam’s Skinetiq, owner of the digital-first skincare brand CANDID. The partnership strengthens Marico’s presence in Vietnam’s fast-growing beauty market, leveraging Skinetiq’s digital execution and science-backed portfolio to accelerate premiumization and expand its direct-to-consumer footprint across Asia and beyond.
Marico has taken another decisive step in its regional expansion strategy, announcing a strategic investment in Skinetiq, a pioneering direct-to-consumer beauty company in Vietnam. This marks the third major deal for the Indian consumer goods giant in as many weeks, underscoring its intent to accelerate growth in high-potential international markets. Skinetiq, best known for its digital-first, science-backed skincare brand CANDID, has carved out a strong niche in Vietnam’s rapidly evolving beauty landscape. With a vibrant community of loyal consumers and a business model rooted in digital-first engagement, Skinetiq represents a natural fit for Marico’s vision of shaping the future of beauty and driving premiumization in the region.
Vietnam’s beauty market is undergoing a profound transformation, with digital channels now accounting for nearly half of consumption in the category. Social commerce and e-commerce platforms are reshaping consumer behaviour, creating fertile ground for brands that can combine scientific credibility with digital agility. Marico’s partnership with Skinetiq positions it at the heart of this shift, enabling the company to ride the wave of online growth while building a strong foundation in the direct-to-consumer space. The deal is not just about acquiring a brand; it is about embedding Marico into the digital fabric of Vietnam’s beauty ecosystem.
The investment reflects Marico’s broader strategy of identifying and nurturing digital-first brands that resonate with younger, aspirational consumers. Skinetiq’s CANDID brand exemplifies this approach, offering science-driven skincare solutions that appeal to a generation increasingly conscious of both product efficacy and brand authenticity. By combining Marico’s platform capabilities with Skinetiq’s execution strength in online channels, the partnership aims to unlock meaningful synergies across both core and digital-first franchises. This could include leveraging Marico’s expertise in supply chain, marketing, and distribution to scale Skinetiq’s reach, while simultaneously infusing Marico’s portfolio with fresh digital energy.
The collaboration also highlights Marico’s confidence in Vietnam as a growth market. With rising disposable incomes, a youthful demographic, and a strong appetite for premium products, Vietnam has become a focal point for global beauty players. Marico’s move signals its intent not just to participate in this growth but to shape it. By aligning with Skinetiq, Marico gains access to a consumer base that is digitally savvy, brand loyal, and receptive to innovation. This is particularly significant as the company seeks to expand its direct-to-consumer footprint beyond Vietnam into international markets, using Skinetiq as a springboard for regional expansion.
Leadership at Marico has expressed excitement about partnering with Skinetiq’s founders, Bui Ngoc Anh and Hannah Nguyen, who have been instrumental in building the company’s digital-first ethos. Their vision of redefining beauty in Vietnam aligns closely with Marico’s ambition to blend science, community, and commerce in a way that resonates with modern consumers. The partnership is expected to foster a collaborative environment where Marico’s global experience meets Skinetiq’s local insights, creating a powerful platform for innovation and growth.
This deal also reflects a broader trend in the consumer goods industry, where established players are increasingly turning to digital-native brands to stay relevant in fast-changing markets. For Marico, the investment in Skinetiq is part of a deliberate strategy to future-proof its portfolio by embracing digital-first models and premium offerings. The company’s recent string of deals suggests a clear focus on building a diversified, resilient business that can thrive in both traditional and digital environments. By securing a foothold in Vietnam’s online beauty space, Marico is positioning itself to capture value in one of Asia’s most dynamic markets.
The timing of the investment is particularly noteworthy. With consumer behaviour shifting rapidly towards online discovery and purchase, brands that can integrate seamlessly into digital ecosystems are poised to lead. Skinetiq’s strength in online execution, combined with Marico’s scale and resources, creates a compelling proposition for consumers seeking trusted, science-backed beauty solutions. The partnership is expected to accelerate the premiumization of Marico’s portfolio in Vietnam, while also opening pathways to international expansion through Skinetiq’s digital-first model.
As Marico continues to build momentum with successive strategic deals, its investment in Skinetiq stands out as a move that blends immediate market relevance with long-term potential. It is not merely an acquisition but a partnership designed to harness the power of digital transformation in beauty. By embedding itself in Vietnam’s online beauty space, Marico is signalling its readiness to redefine how beauty is consumed, experienced, and shared in the digital age.
At a time when consumer expectations are evolving faster than ever, Marico’s bet on Skinetiq reflects both foresight and agility. It is a partnership that promises to deliver value not only to shareholders but also to consumers who are seeking brands that combine science, authenticity, and digital engagement. For Marico, the journey into Vietnam’s beauty market is more than a strategic expansion—it is a statement of intent to lead the future of beauty in Asia and beyond.
Discover more from Creative Brands
Subscribe to get the latest posts sent to your email.
