Soft Grass: A decade-long journey of developing “healthy and real” cosmetics

(Dan Tri) - (Dan Tri) - Ten years ago, Co Mem launched its first rice lipstick, starting the journey of "healthy and real" natural cosmetics. From a cGMP-standard factory to 80 stores, the brand has gradually affirmed its position and brought safe values ​​to the community.

Exactly a decade ago, Soft Grass chose its own path: the long road of kindness and sustainability. Right from the first days of its establishment, the company clearly defined its mission to bring safe solutions from nature to replace toxic chemicals, care for people and protect the sustainability of the earth.

In the context of a thriving cosmetics market, but concepts such as “natural cosmetics” or “green cosmetics” were not yet widely recognized, for the brand founders at that time, that decision was a bold choice. Because the “green” path always requires much more investment in knowledge, time, cost and patience.

Besides, realizing that Vietnamese natural ingredients such as mulberry, rice, pennywort, betel... have many unique strengths associated with the traditional cultural beauty of the nation, the founding team of Co Mem is even more determined, eager to bring those good values ​​to the world .

From that foundation, Co Mem establishes that all activities and processes, right from the product research and development stage, must follow three criteria: Safety - Efficiency - Sustainability.

Safety is guaranteed by not using any ingredients that are harmful or pose a risk to human health and the environment. At the same time, the proportion of natural ingredients (NOI) must reach 70-100%, in which most products have over 90% natural ingredients.

The effectiveness is confirmed by the fact that 100% of the products are researched and tested in the laboratory and on the skin, ensuring real clinical effectiveness. Promoting the combination of traditional Vietnamese herbs and medicinal materials with modern science , to create formulas that are both healthy and have a solid scientific basis.

Sustainability is demonstrated by maximizing local materials to promote natural elements, stable quality, and reducing transportation emissions. At the same time, minimizing waste, using biodegradable or recyclable packaging to reduce the environmental burden.

And those three criteria, along with the core value of "good and true" have been persistently pursued by Co Mem until today.

A decade has passed, after many efforts to pursue practices according to the ESG model (Environment - Society - Governance) associated with the 17 Sustainable Development Goals of the United Nations (SDGs), Soft Grass has achieved important results.

Regarding products, Co Mem owns a natural cosmetics ecosystem with more than 250 product codes, ranging from skin care, hair care, body care, lipstick, sunscreen to makeup and oral beauty products, almost completely meeting the needs of millions of Vietnamese women and families.

The products are built on the principles of safety - efficiency - sustainability, satisfying both the SDG criteria of "health and good life" and the United Nations criteria of "industry, innovation and infrastructure development".

At Thach That Industrial Park ( Hanoi ), Co Mem's cGMP - ASEAN standard factory currently has a scale of nearly 10,000m2, with a capacity of up to one million products per month.

With a strict 4-step quality control process, an ISO 17025 certified inspection room, and many emission reduction improvements that save 1 million liters of water per year, maximize recyclable product packaging and avoid using packaging that cannot be completely recycled, Co Mem's green factory has continuously made efforts to realize SDG 12: "Responsible consumption and production" as set out by the United Nations.

One of the strong internal pillars of Co Mem is the system of 80 exclusive stores nationwide - touch points bearing the brand's mark, where customers not only shop but also experience, listen and share green living values.

Unlike the franchise model, the entire chain of stores is directly operated by Co Mem, ensuring consistency in service standards and brand image. Nearly 300 employees in the system are trained to become “caregivers”, ambassadors spreading the “good and genuine” spirit to every Vietnamese consumer.

In parallel with the store system, Co Mem has also successfully built a multi-channel sales model, closely combining direct stores, e-commerce platforms and social networks.

This model makes it easy for customers to access quality products anywhere, while providing a consistent, dedicated and complete shopping experience.

A great brand is not only measured by its coverage, but also by the way it shares. For Soft Grass, social responsibility is the breath of corporate culture, linked to two long-term projects: Dream School and Peaceful Forest.

Starting from the first years of its establishment, the Dream School has been implemented by Co Mem for 10 years, building 10 solid schools with nearly 20 classrooms in mountainous provinces such as Yen Bai, Son La, Thanh Hoa... helping more than 400 children in the highlands have safe learning conditions.

In 2023, the model will be expanded with a "Friendly Library" of more than 3,000 books to help nurture knowledge and spread the joy of reading to children in remote areas.

Also in the spirit of sowing seeds for the future, the Peaceful Forest project of Soft Grass was formed as a commitment to environmental action.

Over the past 5 years, Co Mem and local people have restored 10 hectares of community forest, equivalent to 10,000 trees in Ninh Thuan and Son La.

The project not only restores the native ecosystem, contributing significantly to the fight against climate change, but also helps people have stable livelihoods, thereby preserving and protecting forests more sustainably.

Co Mem is currently a member of the VB4E network - International Union of Businesses for Environment (IUCN). The brand also continuously accompanies other green projects such as: "Save the water, welcome the Kitchen God", "Vietnam Nature Film Week", and many programs to spread the green spirit in the young community.

Over the past ten years, Soft Grass has also accompanied more than 10,000 Vietnamese students in educational and environmental protection activities as a kind friend, empowering the next generation to live healthily, live greenly, and live truthfully.

Ten years of steadfastness with the two words "good" and "real", Co Mem not only created a cosmetic brand, but also established a certain position in the field of sustainable beauty.

That journey was recognized by a series of awards: "Asia's Inspiring Brand" at APEA 2021 presented by Enterprise Asia - Asia's leading non-governmental organization on Enterprises and Entrepreneurs; "Vietnam's Identity Brand Positioning Global Values" 2023 honored by the Vietnam Federation of UNESCO Associations in collaboration with the Global Trade & Technology Council of India (GTTC India); "ASEAN Outstanding Brand 2024" awarded by the International Association of Small and Medium Enterprises, the Vietnam - ASEAN Entrepreneurship Development Research Institute in collaboration with the Center for Enterprise and Brand Development.

In 2025, among more than 140 businesses at the Global CSR and ESG Conference and Awards, Soft Grass became a typical representative of the Vietnamese natural cosmetics industry, honored by the Center for Sustainable Technology and Pinnacle International Group in both categories: "Outstanding innovative brand in sustainable production and development" and "Pioneering brand in sustainable development and social activities".

The brand impresses with its complete green production model, integrating ESG into the entire value chain - from cooperation in developing raw material areas, R&D, cGMP production, to distribution, while contributing to promoting sustainable CSR activities, with internal linkages and long-term spread to the community.

“The international award is not just a title, but the result of 10 years of perseverance. This recognition affirms that a Vietnamese brand, when doing its job right, can stand shoulder to shoulder with global businesses with its own capacity, knowledge and core human values,” said a representative of Co Mem.

From the Rice lipstick to the ecosystem of more than 250 products, from a small lab to an international standard factory, from the first few customers to 80 exclusive stores nationwide, from a green dream to a global award, Soft Grass has written a ten-year journey with trust and kindness.

Ten years is a long journey, but for Soft Grass, it is just the beginning of a long-term journey of sustainability. And that journey will continue, when today's acts of kindness spread, and tomorrow will become a peaceful value for the next generation.

Content: Toan Thinh

November 21, 2025 - 08:00

Source: https://dantri.com.vn/kinh-doanh/co-mem-hanh-trinh-mot-thap-ky-phat-trien-my-pham-lanh-va-that-20251120213246885.htm