An overview about COCOON Founded in 2014, COCOON, which means “cái kén” in Vietnamese - is a vegan and cruelty-free beauty company based in Vietnam.. Its tagline emphasizes that the bran
INTRODUCTION
An overview about COCOON
Founded in 2014 and based in Vietnam, COCOON (meaning “cái kén” in Vietnamese) is a vegan, cruelty-free beauty company that has become a well-known name in the Vietnamese beauty industry With the rise of the green lifestyle, vegan cosmetics have grown in popularity for helping preserve resources and reduce environmental waste COCOON respects regulatory standards and consumer skin safety by formulating products without ingredients such as parabens, formaldehyde, phthalates, hydroquinone, and triclosan, and instead maximizes plant-based actives and extracts to deliver effective, animal-free skincare and beauty solutions.
COCOON and its raw material suppliers confirm that no animal testing occurs in research or production Rabbits, mice, fertilized egg yolks, and other animals are not involved in the research process The brand and its partners uphold humane treatment of animals and oppose animal testing across all products COCOON is proud to participate in two global cruelty-free programs: Leaping Bunny by Cruelty-Free International and Beauty Without Bunnies by PETA.
Figure 2 COCOON’s commitment to produce 100% vegan, no animals testing, no microplastic, and no parabens products
COCOON is designed with gentle colors, simplistic The logo is easy to read, though special enough to be recognized
COCOON - Mỹ phẩm thuần chay - Nét đẹp thuần Việt
COCOON is a 100% Vietnam-made cosmetic brand, proudly produced in Vietnam for Vietnamese consumers, with a tagline that emphasizes products designed to nurture the beauty of local users This tagline reflects COCOON’s core philosophy: vegan beauty products and a firm stance against animal testing By combining locally produced cosmetics, plant-based formulations, and cruelty-free practices, COCOON positions itself as a trusted choice for Vietnamese customers seeking ethical, vegan skincare.
Figure 3 Users can find COCOON name on crueltyfree.peta.org
Receiving many appreciations and love from users, the Dak Lak coffee body polish by COCOON has won the “Made in Vietnam product of the year” - ELLE Beauty Awards 2021.
Core value
COCOON aims to nurture the beauty of Vietnamese women using familiar, locally sourced ingredients that are as nourishing for the skin as they are popular foods As the green lifestyle grows, vegan cosmetics are rising in popularity for their ability to preserve resources and reduce environmental waste COCOON insists that skincare products must be safe, effective, and free from animal-derived ingredients, and it conducts ongoing research to deliver 100% vegan cosmetics These products retain the nutrients of Vietnamese plants, are safe and gentle, and are cruelty-free with no animal testing.
Mission statement
COCOON is dedicated to delivering healthy, youthful, and vibrant skin and hair through simple, everyday ingredients sourced close to home—ingredients you already eat daily By combining the benefits of real foods with science-based understanding, COCOON creates cosmetic products that are safe, effective, and accessible for everyone.
SITUATIONAL ANALYSIS
Macroenvironment
COCOON is a Vietnam-based business that produces vegan and cruelty-free beauty products, which become the pioneer of this field in Vietnam They also join the Leaping Bunny and Beauty without Bunnies, which are international programs that oppose testing on animals The company gains massive attention from consumers, who are curious about the brand Other than that, as environmental issues are problematic, COCOON’s products are known by environmentalists - who want to take care of both their appearance and the health of nature The brand’s products also come from common ingredients that are familiar to the Vietnamese This makes Vietnam a potential market for COCOON to expand and spread its ideas about beauty without harming the environment and animals.
Figure 5 Logo of Leaping Bunny program and Beauty without Bunnies program on COCOON’s container
As the company said that their key ingredients chiefly come from Vietnam, they strongly support local farmers and domestic suppliers Moreover, since they produce 100% vegan, cruelty- free products, the brand is partnering up with suppliers that do not test on animals and can supply qualified raw materials and ingredients However, with such short-term problems as lack of labor, natural disasters, or even the pandemic, it could temporarily obstruct the supply of COCOON
Diversification of distribution channels is essential for delivering COCOON products and maximizing customer access Customers can purchase COCOON directly on the brand’s official website or through major e-commerce platforms like Shopee, Lazada, Hazaki, and other marketplaces The products are also available in select stores such as Watson and Sociolla, with an upcoming partner to expand reach further This multi‑channel approach enhances accessibility, strengthens brand presence, and provides convenient shopping options for all customers.
- Pharmacity, are more well-known and reachable
Figure 6 COCOON’s suppliers and partners
Figure 7 COCOON’s rose water uses extract from Cao Bang rose
Although COCOON proudly positions itself as a pioneer of Vietnamese-made, vegan, and cruelty-free products, it faces strong competition from global brands such as The Body Shop, which entered the Vietnam market in 2009 and has long opposed animal testing while competing directly with COCOON Vietnamese consumers often equate popular international brands with higher quality and overlook national players like COCOON To win over Vietnamese users and strengthen its market share, COCOON needs a clear, targeted marketing strategy that emphasizes its vegan, cruelty-free credentials, local relevance, and product quality while differentiating itself from mainstream brands.
Other international vegan brands such as
Lush, Aesop, etc., are also a threat to the brand Non-vegan beauty companies, which already dominate the industry, also indirectly compete with the company It is predictable to
The Body Shop, a brand originating from the United Kingdom, exemplifies the strong global presence of ethical skincare Alongside it, popular vegan brands such as Lush, Tower28, and Bite Beauty highlight the growing trend toward vegan and cruelty-free products in the market To capitalize on this shift and meet consumer expectations, COCOON must explore ways to expand its product range and deliver greater value to users, aligning with the demand for ethical, vegan, and cruelty-free options.
COCOON targets two main customer segments: resellers and consumers Resellers—such as e-commerce platforms and selected beauty stores—constitute the brand’s largest distribution channel, connecting COCOON with shoppers and expanding its market reach The other segment, consumers, especially young, trend-conscious, and well-educated shoppers who quickly adopt new technology, cultivate a habit of online shopping, which in turn drives demand through resellers This dynamic explains why COCOON operates without official brand stores while maintaining a robust online selling and promotional system to reach customers.
Beauty without harming animals has emerged as a powerful movement, driven by environmentalists who urge people to show compassion for animals and the natural world The internet is buzzing with discussions about vegan and cruelty-free beauty, propelling more consumers to adopt a green lifestyle As a brand that produces 100% vegan and cruelty-free beauty products, COCOON has attracted significant attention from eco-conscious customers who demand ethical sourcing, sustainable packaging, and transparent ingredients.
Figure 11 Articles about COCOON from Brand Vietnam and ELLE
COCOON has attracted significant media attention in Vietnam, with numerous online articles boosting its visibility Recognized as a Vietnamese brand that offers products tailored to local needs, COCOON benefits from the government's push for citizens to support domestic companies As the brand plans to implement green beauty practices, collaborations with non-governmental organizations (NGOs) are emerging to promote sustainable cosmetics and raise public awareness of environmental pollution and animal welfare This alignment with media exposure, local-market fit, and eco-friendly initiatives positions COCOON to grow within Vietnam’s beauty sector while reinforcing social responsibility and consumer trust.
Citizens are urged to consider whether a product harms the environment or animals in its supply chain Today's consumers are increasingly aware of global sustainability trends and the environmental impact of their purchases They expect companies to take concrete steps to demonstrate corporate responsibility and show they care about nature rather than simply pursuing profits As a result, COCOON has received numerous positive reactions from locals.
Macroenvironment
Based on the latest data of
Worldometer in June 2021, the current population of Vietnam is approximately 98 million, ranked 15th globally With
69,23% of the population at the working-age (from 15 to 64 years old), our country is considered to be having a golden age structure period.
People at this are the potential
Updated in June 2021, COCOON’s consumer focus in Vietnam centers on the female majority, as the gender imbalance positions women as the brand’s primary audience This demographic alignment creates promising opportunities for COCOON to grow and expand in the Vietnamese market.
Vietnam's economy is undergoing rapid transformation, driving markets to evolve at a remarkable pace Urbanization is reshaping spending patterns as more Vietnamese consumers embrace city living and modern lifestyles As incomes rise and living standards improve, Vietnamese shoppers increasingly invest in beauty products that are well-known, effective, and high-quality.
COCOON delivers eco-friendly products with zero animal-derived materials in production As one of the first Vietnamese-based companies to prioritize sustainability, COCOON actively pursues environmentally responsible practices while delivering the high-quality products customers expect.
Technology advancement opens great opportunities for COCOON to advance product development and distribution The company uses technology to extract and isolate plant compounds, ensuring product safety for users without animal testing; without technology, these improvements would not be possible Distribution becomes more efficient thanks to digital technologies, especially e-commerce sites that make products accessible to consumers In addition, social media provides a useful, time-saving promotion tool that helps COCOON build brand awareness easily.
Societal beauty standards shape how we view ourselves, and COCOON responds with products designed to enhance natural beauty while caring for a woman's appearance and body Our skincare and body care range supports gentle, effective care that helps women feel confident and radiant in their everyday beauty routine.
Women in Vietnam and around the world are often urged by elder family members and friends to prioritize their appearance, shaping expectations around beauty from an early age Public figures—celebrities, influencers, and KOLs—drive beauty trends, influence self-acceptance, and shape beauty standards across different cultures, ethnicities, and races The ingredients used by COCOON mirror those commonly found in Vietnamese women’s skincare, reflecting how local beauty practices align with global trends.
The Vietnamese government has implemented a range of policies to encourage and support domestic businesses, and COCOON has benefited from this favorable policy environment The company has legally earned cruelty-free certifications from PETA and other environmental organizations, underscoring its commitment to ethical production COCOON is currently following stringent sustainability standards and continuously pursuing additional eco-friendly certifications to reinforce its position as a cruelty-free, environmentally responsible brand.
Figure 13 Beauty standards in different races and ethnicities laws and regulations in taking action in protecting our environment They also care about ethics and socially responsible behaviors.
STP ANALYSIS
Segmentation
: both urban and rural area
Mainly high school/university students, white- collar workers
Low to medium Medium to high
- Starting to care about their skin
- Care much about their appearance
- Follow and easily affected by trends
- Already paying attention to their body, hair, and skin
- Care much about their appearance
- Know but not affect by
- Care more about the body, hair, and skin
- Seek for concentrated products (mostly are anti-aging products)
- Not know much about trends
- Care about the environment and green lifestyle
- Want to make a change in people’s mindset and the society about environmenta l issues trends much
- Some are pursuing the green lifestyle
- Want to make a change in people’s mindset and the society about environmenta l issues
- Heard about the green lifestyle and environmenta l issues from the younger members of their family
Concerned and tend to compare price between different products
Concerned and tend to compare price between different products
Concerned but not so much
Mostly potential users and first- time users, some are regular users
Potential users, first-time users, regular users, ex-users
Mostly first-time users and ex- users
User rate Heavy Medium to heavy Light
Loyalty Low to high (tend to switch between different products to find suitable ones)
Targeting
COCOON serves a broad audience by applying a differentiated marketing strategy across its entire product line The brand offers products designed to meet diverse user needs for different purposes.
Positioning
COCOON prioritizes the natural beauty of Vietnam, aiming to enhance individual beauty by leveraging the country’s abundant, nourishing ingredients The brand promotes a green lifestyle and implements all strategies in green beauty, reinforcing eco-friendly practices across its offerings By combining Vietnamese ingredients with sustainable beauty solutions, COCOON invites consumers to experience the true value of Vietnamese beauty.
MARKETING MIX
Products
COCOON skillfully incorporates familiar, everyday ingredients from Vietnamese life into its product lineup, spanning vegetables to fruits These well-known ingredients are thoroughly tested for safety before market release, while also delivering a wide range of options to meet the diverse needs of users.
COCOON has 4 product lines, which are skincare, body care, haircare, and lip care.
COCOON’s skincare products include: micellar water, cleaning oil, cleanser, gel cream, serum, face mask and toner.
The body care line includes: shower gel, body butter, body polish, hand wash
Figure 21 Rabbit- shaped hand soap Figure 23 Eucalyptus and mint shower gel
Figure 22 Dak Lak coffee body butter
Figure 15 True rose face mask Figure 16 Rose cleaning oil
Figure 18 Dak Lak coffee face polish
Figure 17 Hung Yen turmeric serum
Figure 20 Winter melon micellar water Figure 19 Hung Yen turmeric toner
COCOON excels in product diversification, offering bottles in 140 ml, 310 ml, and 500 ml sizes to meet different preferences The brand also provides mask containers in 30 ml and 100 ml capacities, delivering compact, portable options for everyday use.
Figure 26 Pomelo hair tonic Figure 27 Inca inchi hair repair serum
Figure 24 Dak Lak coffee lip scrub
Figure 25 Ben Tre coconut lip balm
Figure 32 500ml bottle Figure 30 140ml bottle Figure 31 310ml bottle
Figure 29.100ml mask container Figure 28.30ml mask container
Many products from COCOON are highly appreciated by users However, these two products have been chosen as the consumers’ favorite.
Dak Lak coffee body polish (115.000 VND/200ml)
This body polish could be said as one of the products that made the name COCOON more well-known to
Designed for Vietnamese users, this body scrub blends pure Dak Lak coffee beans with Tien Giang cocoa butter to effectively exfoliate dead skin cells and even out skin tone, while energizing the skin and leaving it softer, more beautiful, and radiant.
Pomelo hair tonic (145.000 VND/140ml)
COCOON’s pomelo hair tonic has been upgraded to deliver a doubled amount of balm, featuring pure grapefruit essential oil and the active ingredients Xylishine and Vitamin B5 This enhanced formula helps reduce hair loss and dryness while delivering essential nutrients to nourish the scalp and keep hair smooth and soft.
Figure 33 Dak Lak coffee body polish
It is reported that COCOON has partly won the hearts of customers, which is reflected in the increase of sell, especially the winter melon line and the
Dak Lak coffee line is expanding its portfolio with the launch of a new Hung Yen turmeric product line and upgraded packaging sizes for existing products, signaling a strategic move toward product diversification and stronger market presence The company is planning to develop and assert its name in Vietnam's beauty and cosmetic industry, positioning COCOON as an emerging brand in the Vietnamese market, which is currently in the early stages of growth.
Price
COCOON is currently using a product line pricing strategy to give consumers more choices The brand has customized products into
Figure 35 traces the journey of products from the development stage to the decline stage, highlighting Hung Yen turmeric face mask, winter melon toner, pomelo hair tonic, Ben Tre coconut lip balm, Dak Lak coffee body polish, and winter melon micellar water The illustration shows how each item moves through the product lifecycle—from introduction and growth to maturity and eventual decline—guiding strategic decisions in product development, marketing, and portfolio management By featuring regional ingredients like turmeric, winter melon, pomelo, coconut, and Dak Lak coffee, the figure emphasizes sustainable differentiation in the Vietnamese skincare and personal-care market and reinforces the importance of lifecycle planning for product success.
Figure 37 Moisturizing and healing combo (605,000 VND)
Figure 38 Healthy and shiny hair combo (270,000 VND)
COCOON’s Winter Melon Acne and Oil Control Kit is priced at 295,000 VND and offered in multiple versions with varying values to suit different users The face mask includes ingredients such as true rose, winter melon, and Hung Yen turmeric, while the micellar water comes in two versions: winter melon and rose Bottles are available in different capacities to meet individual usage needs Additionally, COCOON provides a complete solution for skin, body, and hair concerns by selling products in bundles, a form of product bundle pricing or combo pricing designed to boost sales.
COCOON is using the promotional pricing strategy The brand temporarily reduces prices and runs short sale programs on e-commerce sites on special events
Vegan cosmetics are increasingly popular worldwide, fueling COCOON's ongoing research and innovation The brand continually launches 100% vegan cosmetic products that preserve the nutrients of Vietnamese plants, aligning with the growing demand for clean, plant-based beauty COCOON adopts value-based pricing to reflect the true value its products and services deliver to customers.
Figure 39 Sale programs from COCOON
Place
The birth of COCOON is like a "new breeze" for the Vietnamese beauty industry, when we not only see a
Vietnamese brand that is well-rounded in terms of form and design, but also the quality of its products as well.
Because of this, COCOON has become a familiar name in the beauty industry, with extensive coverage of more than
300 large and small systems and beauty stores nationwide.
COCOON employs a multichannel distribution strategy to maximize consumer touchpoints by selling directly to customers through its official website and online channels like Shopee and Lazada, while also distributing products through established intermediaries such as cosmetic stores and other retail partners.
Figure 41 The distribution channel of COCOON
COCOON employs a selective distribution channel to meet diverse consumer buying needs To build this channel, the manufacturer establishes clear criteria to select intermediaries with the strongest regional distribution capacity For example, the Watson Vietnam system is a leading cosmetics distribution network in Vietnam and currently carries COCOON products In addition, other systems such as Guardian, Hasaki, and Beauty Garden contribute to the brand's reach To bring vegan cosmetics closer to customers nationwide, COCOON plans to expand with more prestigious shopping addresses and immersive product experiences in the near future.
Starting in July, COCOON will be available at more than 70 Pharmacity stores, the first modern retail pharmacy chain in Vietnam COCOON uses contracted VMS channels and has signed distribution contracts with major cosmetic systems to achieve mutual benefits.
Figure 42 Products by COCOON at beauty stores
Promotion
Understanding the importance of a promotion strategy, Cocoon has always focused on and continually developed efforts to promote brands and products Among the marketing communication tools Cocoon uses are events, public relations, digital marketing, sales promotions, advertising, and more.
The Internet serves as the primary channel for product and brand promotion, shaping customer perception and stimulating purchasing behavior—this is a core strength of COCOON In the digital landscape, the company’s website is the central hub of its digital marketing strategy, owned and managed by the business itself The site presents all the essential information consumers need before buying the brand’s products or services, delivered in the most detailed, clear, and user-friendly way to facilitate informed decisions and drive conversions.
COCOON leverages social media marketing to promote the brand across platforms such as Facebook and Instagram, boosting brand awareness, helping consumers understand COCOON’s value and philosophy, and making it easy for users to access COCOON on these social channels.
Figure 43 COCOON website - cocoonvietnam.com
To raise the product's awareness towards consumers, COCOON sent PR package and sample products to famous beauty bloggers or KOLs, such as
Influencers like Vo Ha Linh, Giang Oi, and other creators review products on platforms such as YouTube and TikTok These influencer reviews grab attention quickly, providing viewers with a clear understanding of the products while reinforcing the brand’s core idea and messaging.
Figure 44 COCOON’s official account on Facebook and Instagram
Figure 45 Review about COCOON products by KOLs, influencers on
Vietnam is witnessing a surge in infections, making sanitizing products essential for safety and hygiene In solidarity with the country’s efforts, COCOON offers a free eucalyptus and mint hand sanitizer with every order of 250,000 VND or more This promotion not only supports sales but also demonstrates the brand’s commitment to community health and safety.
Other than that, COCOON also has a lot of sale promotions on online shopping platforms such as Shopee, Lazada, etc.
Figure 46 For every order from 250,000
VND, consumers will receive a eucalyptus and mint hand sanitizer
Figure 47 Sale promotion on e-commerce site (Shopee) and beauty store (Watson)
COCOON launched the Kham pha Viet Nam campaign in August 2020 to introduce consumers to its new product lines, notably the Cao Bang rose line and the Dak Lak coffee line.
Join our brand’s Wheel of Luck minigame on the official Facebook fanpage for a chance to win products from our featured lines Winners will receive the products as rewards, and to participate, users must comment and tag friends on the minigame post; a direct link will be sent to the participant’s Messenger.
Participants will fill in needed informations and spin the virtual wheel.
Since it easy to participate and win, the
“Kham pha Viet Nam” campaign has received a lot of interest from people.
Overall, about 7,100 participants and over 3,000 comments on two rounds of this minigame There is also an increase in order - more than 300 units of product were sold.
Figure 48 Kham pha Vietnam - the
Cao Bang rose line Figure 49 Kham pha Vietnam - the
Figure 50 In total, 7104 participants joined the event
"Kham pha Viet Nam" helped COCOON increase the brand recognition as a
Moreover, this event also helps users to appreciate the beauty of each province in Vietnam.
4.2.2 Cung COCOON song xanh moi ngay - Diem xanh online
From June 2th 2021, COCOON start a nationwide-scale called “Cung
COCOON song xanh moi ngay”.
COCOON spreads the green message by encouraging environmental action through a bottle-recycling program that rewards participants with new products You can exchange 10 used bottles or containers for a cleansing product, or 5 used bottles for a Ben Tre coconut lip balm Used bottles can be dropped off at 24 Diem Xanh collection points listed on the brand’s website, where customers can join the event However, due to the COVID-19 outbreak, COCOON has adjusted its program to maintain safety while continuing environmental action.
Diem Xanh online is an easy program for users in Vietnam to join: simply send your used bottles to COCOON’s office, and once the brand confirms your submission, you’ll receive new products.
RECOMMENDATIONS
Firstly, COCOON is gradually proving its value to Vietnamese users, since the brand offers quality products - a result coming from a long research
Figure 51 illustrates how to participate in the Diem xanh online event To expand COCOON's market, the company must offer more products that meet diverse user needs For example, the hair care line currently contains only two products—pomelo hair tonic and inca inchi hair repair serum—which, while suitable for many Vietnamese users, underscores the need for new product development This requirement applies beyond hair care, provided that other lines remain basic beauty products COCOON should release new concentrated products tailored to different consumer conditions; otherwise, the brand risks losing market share and missing opportunities to reach more users.
Although COCOON has built strong distribution channels, it still benefits from opening an official store to strengthen direct customer relationships Relying on resellers can reduce fees, but it risks diminishing COCOON’s control over pricing, brand experience, and the integrity of its cruelty-free beauty philosophy as intermediaries grow An official store is essential to deliver a transparent shopping experience, helping consumers fully understand COCOON’s products and commitment to cruelty-free beauty Launching official storefronts soon will boost COCOON’s brand awareness and provide a more consistent, trusted shopping experience for users.
Promotion is a core driver of COCOON’s success, boosted by dynamic social media campaigns that raise brand visibility However, offline events should complement online efforts to deepen engagement and showcase the vegan beauty range Post-pandemic, COCOON can organize offline activities that invite consumers to experience the products firsthand, expanding reach beyond digital channels To reinforce COCOON's identity as a vegan beauty brand, sponsoring animal-protection organizations and expanding environmental initiatives will enhance trust and loyalty among eco-conscious customers A strategic mix of online promotions, offline events, and CSR actions will maximize recognition and long-term growth for COCOON.
Figure 52 COCOON’s products compare to Thorakao - a non-vegan brand comes from Vietnam
1 COCOON Original Vietnam: http://www.cocoonvietnam.com
2 Beauty Without Bunnies program: https://crueltyfree.peta.org
COCOON Vietnam, led by Sophie Thanh Huyen, has evolved from green beginnings into a celebrated beauty brand, culminating in a prestigious win at the ELLE Beauty Awards 2021 The story highlights COCOON Vietnam’s commitment to sustainable beauty in Vietnam, its innovative approaches, and the recognition it earned from ELLE Beauty Awards 2021, underscoring the brand’s impact on the Vietnamese beauty industry and its ascent from eco-conscious roots to industry acclaim.
4 The Body Shop Vietnam - About us: https://www.thebodyshop.com.vn/vn/about-us
5 Bella Cacciatore (2020), Glamour, The best vegan makeup and skin- care brands you should know: https://www.glamour.com/story/best- vegan-makeup-brands-products
6 Brands Vietnam (2020), Hiện tượng mĩ phẩm thuần chay Cocoon tại
Việt Nam: https://www.brandsvietnam.com/20676-Hien-tuong-my- pham-thuan-chay-Cocoon-tai-Viet-Nam
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8 Worldometers (2021), Vietnam Population: https://www.worldometers.info/world-population/vietnam-population/
9 Shopee Vietnam - COCOON Vietnam Official: https://shopee.vn/cocoonvietnamofficial
10 Lazada Vietnam - The COCOON: https://www.lazada.vn/the-cocoon- 121114694/
11 Facebook - Cocoon Vietnam: https://www.facebook.com/CocoonVietnamOfficial
12 Hasaki - COCOON: https://hasaki.vn/thuong-hieu/cocoon.html
13 phamngocanh-001 (2021), Top 5 sản phẩm tốt nhất của Cocoon -
Bước ngoặt của mỹ phẩm Việt Nam: https://bloganchoi.com/top-san- pham-tot-nhat-cua-cocoon/#gsc.tab=0