After one year of its launch, DA by M.O.I, founded by Ho Ngoc Ha, has been certified as dermatologically safe by the Dermatest Dermatology Institute, thanks to its safe ingredients that do not irritate, helping to improve skin health. This significant certification brings DA by M.O.I closer to Vietnamese consumers with trust and pride.

First introduced in 2021, DA by M.O.I made a difference by directly targeting the Vietnamese skincare market, which had traditionally been the playground of international brands from South Korea, Japan, and Europe. In this context, DA by M.O.I collaborated with Cosmax, a manufacturer of premium brands, and Vietnamese dermatologists specializing in treating Vietnamese skin issues to create safe products for consumers using rice fermentation technology.

This approach has shown clear effectiveness in maintaining skin health, especially for sensitive skin. By choosing to launch online to meet the skincare needs of Vietnamese people during the pandemic, the brand also built trust among users based on recommendations from dermatologists.

Certified by the European Dermatology Institute alongside continued research into products addressing skin issues, DA by M.O.I’s products were tested at Dermatest, a longstanding dermatology institute globally since 1978 in Germany. The product underwent analysis, research, and testing by dermatology experts based on scientific principles, and it was officially recognized as safe for the skin.

European Dermatology Institute Certification The certification for the DA by M.O.I brand with the highest quality assessment [Excellent] from the Dermatest Dermatology Institute.

Dermatologist Thanh Thanh Dermatologist Thanh Thanh highly appreciates the safety and mildness of the DA by M.O.I brand.

Dermatologist Kelvin Bui Dermatologist Kelvin Bui shares the benefits of probiotics in the DA by M.O.I skincare duo, ideal for sensitive skin.

Paving a sustainable path and sending positive signals to the Vietnamese cosmetics industry. The Vietnamese beauty market is currently dominated by foreign brands, accounting for up to 90% of the market share. The competitiveness of domestic businesses remains relatively low. Spending on beauty needs per person has increased from $17 to $20. According to Statista, the revenue of the Vietnamese beauty market, particularly the skincare sector, is expected to reach $616.40 million in 2022.

The market is expected to achieve an annual compound growth rate of 5.34% from 2022 to 2026, with an average spending of about $6.23 per person in 2022, of which 12% comes from luxury brands, and the remaining 88% is allocated to non-luxury products.

With the positive development of the skincare market in the coming years, domestic brands have begun to explore this market more seriously and systematically. DA by M.O.I, with its advantage of having a loyal customer base with over 3 million products from the M.O.I brand, leverages effective marketing, targeting customers in all 64 provinces and cities who already love makeup products. DA by M.O.I is an extension of M.O.I Cosmetics Vietnam, continuing to create new value for this existing customer base, making their beauty and skincare simpler, more effective, and safer.

In addition to smart business strategies, the brand also tells its own successful story by understanding the pain points of customers in skincare. Using her influence on social media, Hồ Ngọc Hà, the Creative Director and co-founder of M.O.I Cosmetics, a well-known singer, and her product development team recognized a niche market for customers with sensitive skin. They identified the trend of using treatment products but lacking safe and effective products to maintain skin health.

With the initial message, “Beautiful skin is healthy skin,” DA by M.O.I tells the story of a product line with clear origins, safety, and a focus on nourishing the skin through probiotic ingredients. DA by M.O.I has garnered attention and reached Vietnamese consumers through the combination of quality and affordability. As its name, DA (Dermatologist Advised), suggests, on October 15th, DA by M.O.I officially embraced a new identity as a skincare brand recommended by European dermatologists.

With the mission of helping Vietnamese skin become healthier and more beautiful, DA by M.O.I seems to have a solid strategy to win over Vietnamese consumers. Now, as a certified brand that is gentle and safe for sensitive skin, DA by M.O.I is gradually establishing a strong foothold and expanding its market share in the Vietnamese beauty market.

Facial Cleanser and Toner Facial cleanser and toner is the basic skincare product line that restores the health of sensitive skin and the first treatment of the DA by M.O.I brand.

DA by M.O.I is a brand founded by Vietnamese people, researched based on the characteristics of Vietnamese skin and climate, working with experts and product development teams in Vietnam and internationally to create products that meet international standards for the Vietnamese people. This is also why, step by step, DA by M.O.I is gaining a strong position and expanding its market share in the Vietnamese beauty market.

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