Conquering the cosmetics market for men

Cosmetics for men, the cosmetics market is potential because men are more and more open about skin care and beauty.

Mr. Hoang Dinh Tuan. Started a business with the desire to conquer the cosmetics market for men. Performed by: QUYNH NGHI - TRUONG KIEN - ANH THU - TRINH TRA

Chinh phục thị trường mỹ phẩm cho nam giới — *Mr. Hoang Dinh Tuan - founder and business developer of cosmetics brand for men Men Stay Simplicity - Photo: NVCC*

Understanding customer "pain"

It would be unfair to compare it with the cosmetics market for women, but the demand for beauty products for men is considered not small and there seems to be many gaps.

From a fresh perspective and to address the essential needs of consumers, Mr. Hoang Dinh Tuan founded and operates the cosmetics brand for men, Men Stay Simplicity (MSS).

Having worked in the beauty products industry for nearly 7 years, he recognized the opportunity in the men's skin care field when the market did not have many product lines specifically for men.

Taking its first steps in 2019, MSS is a brand specializing in beauty products, providing personal care solutions, especially minimalist and effective skin care for men.

Start-up with experience in R&D (research and development), MSS is a brand with a good position on the e-commerce platform for men's skin care.

Most of MSS products are researched and developed domestically. While everyone knows that the cosmetic processing capital of Asia is usually Korea or Thailand. However, MSS still puts its trust in domestic research labs, creating quality products that meet the right needs, ensuring quality. And for another reason, aiming for domestic production. At the same time, proving that experts and factories in Vietnam are capable of creating products that can compete with imported products.

MSS makes a difference in the market with a product line specifically for men with a deep understanding of the problems that customers often encounter such as acne treatment, dark spots, sunburn protection...

"The company researches all product lines based on market demand. If I see that there is no product that solves that problem or I can do it better, I will join in.

We create products based on "pain" that the market has not solved, not following trends," Mr. Tuan affirmed.

Read reviews daily to understand user experience

The opportunity to exploit the male cosmetics market is huge but also full of challenges.

MSS founder shared: "In the past, men were still wary of beauty products, because many people still thought it was something only for women.

However, I think skincare is a necessary need for everyone, helping us to have a neater and more beautiful appearance. From there, it increases confidence as well as opens up many opportunities in life."

According to Mr. Tuan, the company sets out three criteria: simplicity, practicality and change. "Customers using the product will aim for a certain improvement in their skin, thereby becoming more attached to the brand," he said.

After more than 4 years of establishment, MSS has served over 130,000 customers with about 500,000 products sold on all channels. The average rating on the e-commerce platform is 4.9/5 and all are real reviews from users.

This CEO also maintains the habit of reading every review every day to understand customer experiences and desires, thereby improving product quality.

Mr. Tuan added: "Before creating a successful formula, we spend 3 months on clinical and microbiological testing to ensure that the product meets the highest standards when released to the market. In addition, we also test for heavy metals according to regulations of the Ministry of Health ."

This start-up was once in the top 10 of the Start-up Wheel 2023 competition. Sharing his future direction, Mr. Hoang Dinh Tuan said he will create a number of more product lines on health care and appearance needs not only for men, but also develop many other brands to serve customer groups of women, children, and even the elderly. "The company's goal is to become a company that owns many beauty brands serving many different customer groups and is among the top prestigious brands in men's personal care in Vietnam," Mr. Tuan confided.