Edally EX, a Korean Beauty Brand: What Drove Its Successful Branding in Vietnam Over the Past Five Years?

OEM Production with COSMAX, 5,000 Distribution Agents, and a Strengthened Online StrategyBy Caleb Yoo, Vietnam Correspondent for Cosin KoreaEntering its fifth year in the Vietnamese cosmetics market, the Korean beauty brand Edally EX is gaining strong attention from local female consumers. Since its launch in 2016, Edally EX has built a successful reputation as a skincare brand, securing a large and loyal customer base. This article analyzes the key factors behind Edally EX’s success in Vietnam.Since its debut in 2016, the brand has seen significant growth. Today, Edally EX products are distributed through approximately 5,000 agents nationwide, making the brand widely accessible across Vietnam. The distribution and sales operations in Vietnam are exclusively managed by Hoa Binh Group.Edally EX products are manufactured through an OEM partnership with COSMAX and Coreana Cosmetics, companies well recognized in Vietnam for producing high-quality products for global brands such as Lancôme, L’Oréal, and O Hui. Their reputation reinforces Edally EX’s premium positioning in the market. Edally EX officially launched in Vietnam on April 21, 2016, beginning with the Edally EX line as the brand’s introduction to the market. Through high product quality and strong customer satisfaction, the brand has established a solid foothold in the Vietnamese skincare sector. Among its lineup, Edally Recovery Cream and Fish Collagen Serum have become major best sellers, contributing significantly to the brand’s recognition and success.This year marks the fifth anniversary of the Edally EX brand in Vietnam—an important turning point that could determine the success or failure of its long-term business in the cosmetics market. The impact of COVID-19 has intensified challenges, and the company has even faced situations where workforce reductions seemed unavoidable.However, under the leadership of CEO Nguyen Hien, Hoa Binh Group has been navigating these difficulties with resilience. The company is actively shifting its offline distribution strategy toward online channels, exploring new pathways for growth. “We ensure that our products are wherever our customers are,” said CEO Nguyen Hien. “Whether online or offline, nothing can separate us from our customers, and for that reason, we can overcome any challenge.” Throughout its presence in Vietnam, Edally EX has successfully carried out its mission of promoting both inner and outer beauty, guided by its philosophy of “Beauty Without Compromise.” The brand has strengthened partnerships with its agents through training sessions, operational support, sales knowledge sharing, and success-driven programs. Additionally, Edally EX has launched and successfully operated its “World Travel with Edally” incentive program, further solidifying its agent network and brand loyalty.Over the past four years, Hoa Binh Group has provided stable employment opportunities to thousands of women. However, with the shift to online sales driven by COVID-19, the company is now preparing for a transformation in future sales strategies. CEO Nguyen Hien, who oversees the exclusive distribution of the Edally EX brand in Vietnam, emphasized the company’s mission: “We bring global beauty to Vietnam for the beauty of the Vietnamese people.” Entering a new phase, Hoa Binh Group has appointed Nguyen Phuc Lam as its new Chief Sales Officer. This leadership change is expected to further elevate the brand’s value and enhance sales effectiveness. The company hopes that renewed leadership will turn crisis into opportunity, ultimately strengthening customer satisfaction and reinforcing its presence in the market.

2025.11.21