Sephora makes Vietnam debut

Photo from Inside Retail Asia

Source: Inside Retail Asia

LVMH-owned beauty giant, Sephora, has entered Vietnam, launching an e-commerce store to test market demand.

Through the Sephora website, Vietnamese customers now can order beauty products from more than 70 beauty brands, including Rare Beauty, Fresh, Huda Beauty, Anastasia Beverly Hills and Tacha.

The products will be delivered directly from Sephora’s warehouse in Singapore to customers’ doorsteps through a cross-border shipping scheme. The orders can be tracked through the website.

The move is part of Sephora’s strategy to test market demand before deciding whether to expand in Vietnam. However, online sales are projected to be moderate as customers are concerned about high prices due to shipping fees and taxes.

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