Marico Extends D2C Footprint to Vietnam Through Strategic Investment in Skinetiq

Marico South-East Asia Corporation (MSEA), wholly owned subsidiary of Marico Limited, today announced that it has entered into definitive agreements to acquire 75% equity stake in Skinetiq Joint Stock Company. Co-founded in 2020 by Mr. Bui Ngoc Anh and Ms. Hannah Nguyen, Skinetiq is a Vietnamese direct-to-consumer beauty company and a pioneer in Vietnam’s online beauty space, known for its data-driven approach to scaling brands across digital platforms. Skinetiq owns the digital-first, science-backed skincare brand “Candid” and holds exclusive distribution rights in Vietnam for the globally renowned luxury clinical skincare brand “Murad.”

Mr. Bui Ngoc Anh, Founder & Executive Chairman, Skinetiq and Mr. Vivek Jain, Business Head, Marico South East Asia from Marico SEA, in the Signing Ceremony

Skinetiq: Vietnam’s first online-based, data-led beauty growth engine

Since its inception, Skinetiq has positioned itself as one of Vietnam’s first beauty companies built natively for online scale. The company combines brand building with advanced use of consumer and platform data to optimize product portfolios, pricing, content strategy, and customer acquisition across marketplaces, social commerce, and brand.com channels. This integrated, performance-led model has enabled Skinetiq to capture outsized growth and build strong digital brand equity in a highly competitive market.

Brand portfolio anchored in innovation and efficacy

Candid offers clinically proven, active-ingredient skincare solutions tailored to the mid-premium segment. Its portfolio includes retinol treatments, B5 Cica barrier-repair creams, multi-layer hydration masks, AHA/BHA/PHA exfoliants, niacinamide + vitamin C brightening masks, peptide-based eye care, and more — designed to address key skin concerns with science-backed formulations suited to Vietnamese consumers.

(From the left) Mr. Bùi Ngọc Anh, Ms. Hannah Nguyễn, Mr. Vivek Jain and Mr. Hiếu Nguyễn in the Signing Ceremony

Leadership perspectives

Saugata Gupta, MD and CEO, Marico Limited, said: “The investment in Skinetiq reflects our commitment to building a strong premium beauty play in Vietnam and advancing our D2C strategy internationally. Vietnam remains a priority market for us, driven by its strong macroeconomic fundamentals and rapidly evolving beauty landscape. Skinetiq’s digital‑led model and science‑backed portfolio align seamlessly with Marico’s vision for the future of beauty and portfolio premiumization. This partnership positions us to invest ahead of the curve in Vietnam’s fast-growing e‑commerce and D2C space, while creating a strong platform to introduce more brands in the years ahead.”

Bui Ngoc Anh, Founder & Executive Chairman, Skinetiq JSC, said: “We founded Skinetiq with a simple belief: Vietnamese consumers deserve high-quality, science-backed skincare tailored to their needs — delivered through digital platforms where they discover, learn, and shop. Our focus on data-driven brand building has enabled us to scale efficiently while staying closely attuned to evolving consumer behavior. Partnering with Marico gives us the scale, expertise, and resources to accelerate this model, deepen consumer connections, and build long-term sustainable growth. We’re excited to begin our next chapter with a partner that shares our ambition and commitment to excellence.”

KPMG Vietnam acted as the exclusive sell-side financial advisor for the transaction.

Source: Vietnam Business Forum