Information about the Company & Brand
Co-Founded in 2018 by CEO Lam Thanh Kim and Vietnam’s leading singer and beauty icon Ho, Ngoc Ha, M.O.I Cosmetics (M.O.I) leveraged Ha’s powerful social media presence, targeting Generation Y and Z consumers who favour trending, quick-to-market beauty products. The company has grown into the most popular beauty brand in Vietnam and sold nearly 2 million products, mostly via online distributor sales in just 3 years.
M.O.I’s vision to become Vietnam’s leading beauty brand, providing the highest quality products and career opportunities for thousands of Vietnamese women. Under Lam Thanh Kim's leadership, M.O.I is an emerging beauty brand in Vietnam and across Southeast Asia.
Brand Elements
M.O.I is the first local professional cosmetic brand that meets international standards and has reasonable prices. The brand always accompanies the world's leading cosmetic experts and beauty icons to create quality product lines that suit the style and climate in Vietnam. Every product quality is certified in both Vietnam and South Korea.
M.O.I Cosmetics has a nationwide distributor system and strong online platforms, especially Ho Ngoc Ha’s social channels, to help expand the brand awareness to users. Besides that, the brand is visible at several beauty stores to approach customers easily.
M.O.I COSMETICS
Make Over Image
Inspiring Identity
Born from Ha’s frustration of seeing Vietnamese women struggle with the difficulty of using existing products, which are complicated and not suitable for local Vietnamese’ beauty needs, she and Lam Thanh Kim set out on a mission to empower the country’s women and make them feel more beautiful and confident. M.O.I positioned itself as a local makeup brand specifically designed for the needs of Vietnamese and southeast Asian (SEA) women. Its high-quality products are made in South Korea and are affordable and formulated for the region’s tropical climate.
M.O.I aims to inspire a positive active lifestyle for Vietnamese women, encouraging them to take care of their looks and update their knowledge on world fashion trends to beautify themselves.
With its humanistic business approach, M.O.I commits to creating millions of employment opportunities for the community, starting a new generation of youth who will prioritise family care over work.
Achievements & Impact
In 2018, after working with Ho Ngoc Ha to launch Secret lipstick, the first product launched and sold out within a short time after launching. Lam Thanh Kim, as the company’s CEO, released additional trending beauty products which also sold out quickly. The company reached a revenue of VND 30 billion with over 300,000 products sold in the market. It also expanded its distributor system to 3 big cities in Vietnam.
In 2019, M.O.I secured their first international investor, CMG.ASIA, which is a leading name in the region that has developed multiple lifestyle brands in Vietnam. This strategic alliance was key to helping M.O.I realise its future business and growth milestones, leading to a nearly 300% revenue increase in 2019 compared to the prior year. Moreover, it gained a nationwide distributor system with 1000 distributors. M.O.I also joined the beauty store chain, HASAKI, in the same year.
In 2020, the company launched “Gao Mask”, its first skincare product to tackle the beauty needs of people who were staying at home during the COVID-19 lockdowns. Despite the pandemic, M.O.I continued its year-over-year sales growth of 144% as of 2020, leading it to reach a revenue of VND 120 billion. In the same year, the brand also entered beauty stores such as Beauty Box, Sociolla, Fbeauty, and Guardian to approach customers easily.
Future Direction
M.O.I is currently starting with a basic makeup line for young Vietnamese women (students and young professionals) who are just beginning to use cosmetics. M.O.I also plans to continue developing and producing advanced makeup lines for completing the makeup routine of any customer.
Basic skincare products will be the next step of M.O.I in the far future. M.O.I's goal is to expand product lines to serve the target audience throughout their life cycle including makeup products, skincare products and dietary supplements. In addition to its product strategy, M.O.I Cosmetics will focus on improving its customer experience and developing community activities towards the goal of sustainable development.
Furthermore, M.O.I Cosmetics aims to develop its human resources, training the dealer system on sales skills and leadership skills as well as life management. These training activities will not only help them increase their income but also improve their quality of life.
INSPIRATIONAL BRAND CATEGORY
M.O.I Cosmetics
Information about the Company & Brand
Co-Founded in 2018 by CEO Lam Thanh Kim and Vietnam’s leading singer and beauty icon Ho, Ngoc Ha, M.O.I Cosmetics (M.O.I) leveraged Ha’s powerful social media presence, targeting Generation Y and Z consumers who favour trending, quick-to-market beauty products. The company has grown into the most popular beauty brand in Vietnam and sold nearly 2 million products, mostly via online distributor sales in just 3 years.
M.O.I’s vision to become Vietnam’s leading beauty brand, providing the highest quality products and career opportunities for thousands of Vietnamese women. Under Lam Thanh Kim's leadership, M.O.I is an emerging beauty brand in Vietnam and across Southeast Asia.
Brand Elements
M.O.I is the first local professional cosmetic brand that meets international standards and has reasonable prices. The brand always accompanies the world's leading cosmetic experts and beauty icons to create quality product lines that suit the style and climate in Vietnam. Every product quality is certified in both Vietnam and South Korea.
M.O.I Cosmetics has a nationwide distributor system and strong online platforms, especially Ho Ngoc Ha’s social channels, to help expand the brand awareness to users. Besides that, the brand is visible at several beauty stores to approach customers easily.
M.O.I COSMETICS
Make Over Image
Inspiring Identity
Born from Ha’s frustration of seeing Vietnamese women struggle with the difficulty of using existing products, which are complicated and not suitable for local Vietnamese’ beauty needs, she and Lam Thanh Kim set out on a mission to empower the country’s women and make them feel more beautiful and confident. M.O.I positioned itself as a local makeup brand specifically designed for the needs of Vietnamese and southeast Asian (SEA) women. Its high-quality products are made in South Korea and are affordable and formulated for the region’s tropical climate.
M.O.I aims to inspire a positive active lifestyle for Vietnamese women, encouraging them to take care of their looks and update their knowledge on world fashion trends to beautify themselves.
With its humanistic business approach, M.O.I commits to creating millions of employment opportunities for the community, starting a new generation of youth who will prioritise family care over work.
Achievements & Impact
In 2018, after working with Ho Ngoc Ha to launch Secret lipstick, the first product launched and sold out within a short time after launching. Lam Thanh Kim, as the company’s CEO, released additional trending beauty products which also sold out quickly. The company reached a revenue of VND 30 billion with over 300,000 products sold in the market. It also expanded its distributor system to 3 big cities in Vietnam.
In 2019, M.O.I secured their first international investor, CMG.ASIA, which is a leading name in the region that has developed multiple lifestyle brands in Vietnam. This strategic alliance was key to helping M.O.I realise its future business and growth milestones, leading to a nearly 300% revenue increase in 2019 compared to the prior year. Moreover, it gained a nationwide distributor system with 1000 distributors. M.O.I also joined the beauty store chain, HASAKI, in the same year.
In 2020, the company launched “Gao Mask”, its first skincare product to tackle the beauty needs of people who were staying at home during the COVID-19 lockdowns. Despite the pandemic, M.O.I continued its year-over-year sales growth of 144% as of 2020, leading it to reach a revenue of VND 120 billion. In the same year, the brand also entered beauty stores such as Beauty Box, Sociolla, Fbeauty, and Guardian to approach customers easily.
Future Direction
M.O.I is currently starting with a basic makeup line for young Vietnamese women (students and young professionals) who are just beginning to use cosmetics. M.O.I also plans to continue developing and producing advanced makeup lines for completing the makeup routine of any customer.
Basic skincare products will be the next step of M.O.I in the far future. M.O.I's goal is to expand product lines to serve the target audience throughout their life cycle including makeup products, skincare products and dietary supplements. In addition to its product strategy, M.O.I Cosmetics will focus on improving its customer experience and developing community activities towards the goal of sustainable development.
Furthermore, M.O.I Cosmetics aims to develop its human resources, training the dealer system on sales skills and leadership skills as well as life management. These training activities will not only help them increase their income but also improve their quality of life.