Men Stay Simplicity
Men Stay Simplicity is a brand specializing in men’s skincare, operating on a Direct-to-Consumer (D2C) model with the goal of providing simple, effective, and easy-to-use products. The company focuses on the rapidly growing men’s cosmetics market, which still faces many barriers in consumer awareness and behavior.
Most men pay little attention to skincare, leading to issues like persistent acne, damaged skin, and a lack of basic skincare knowledge. Men Stay Simplicity aims to change this habit by offering practical skincare solutions, focusing on easy-to-use products suitable for different skin types, and helping men maintain healthy skin without spending too much time. The core product line includes facial cleansers, multifunctional moisturizers, and targeted serums to address common skin problems faced by men.
Men Stay Simplicity builds its brand on three principles:
- Simplicity: Products are easy to find, understand, and use.
- Practicality: Developed from scientific skincare knowledge, helping users avoid wasting time and money on complex products.
- Transformation: Ensures that products genuinely improve men’s skin.
Additionally, the company is committed to using naturally sourced ingredients, minimizing irritating chemicals, and adhering to cGMP production standards to ensure safety and efficacy.
Business Performance & Market Potential:
After two years of operation, Men Stay Simplicity has become a leader in the men’s skincare category on e-commerce platforms. The brand has achieved an average GMV growth of 15% per month, with 20-25% of customers returning to purchase monthly. In 2023, Men Stay Simplicity ranked among the Top 10 men’s care brands on Shopee, competing with international brands like Nivea Men, Old Spice, and AXE.
The men’s personal care market is expected to continue strong growth, with an annual rate of 9.1%, and the skincare segment alone could reach 22.1%. In Vietnam, about 16.2 million men aged 18-40 are potential customers, creating a market size of up to 2 trillion VND in the next 3-5 years.
Development Directions:
Men Stay Simplicity plans to expand beyond skincare to include hair care, deodorant, and shaving products. The company is rolling out strategies to expand distribution channels from e-commerce (D2C) to retail stores and modern distribution systems (MT, GT). Long-term plans include exporting products to the Southeast Asian market and building in-house production infrastructure to optimize costs and ensure a stable supply.