Skinetiq

What Skinetiq does

Skinetiq is a Vietnam-based direct-to-consumer beauty company founded in 2020 and headquartered in Ho Chi Minh City. The company operates a dual-model business: it owns the science-backed affordable skincare brand Candid, while simultaneously holding exclusive distribution rights in Vietnam for two premium international skincare brands—Murad, a luxury clinical skincare line founded by Dr. Howard Murad, and AHC, Korea's #1 aesthetic skincare brand with presence in 3,500+ spas globally. Skinetiq serves educated, savvy Vietnamese women seeking authentic, high-quality skincare through both online (e-commerce, social media, owned content) and offline (100+ dermatologists, spas, and clinics for Murad; retail distribution) channels.

The company's underlying technology stack is a D2C e-commerce platform with digital marketing, data analytics, and personalization capabilities. Its proprietary formulation feature is the Encapsulated Retinol Technology used in the Candid Retinol Treatment line, manufactured by KOLMAR KOREA Co., Ltd. under CGMP and ISO international quality standards. Content creation and influencer marketing are central operating capabilities, anchored by co-founder Hannah Nguyen's beauty blog with 800,000+ followers that functions as a primary customer acquisition channel.

Skinetiq monetizes through one-time product sales (D2C skincare) and brand distribution/licensing economics. The company addresses unmet demand for authentic, science-backed skincare in a Vietnamese market historically saturated with counterfeit and low-quality cosmetics. In February 2026, India's Marico Limited acquired a 75% equity stake through Marico South-East Asia Corporation for approximately ₹262 crore (valuing the company at ~₹350 crore equity), with an option to acquire the remaining 25% after FY28. The company operates as a majority-owned subsidiary of publicly listed Marico Limited and is expected to contribute 5% of Marico's consolidated business by FY30.

Name

Skinetiq

Legal name

Skinetiq JSC

Website

https://skinetiq.vn

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Skinetiq is a Vietnam-based direct-to-consumer beauty company that owns the science-backed skincare brand Candid and holds exclusive Vietnamese distribution rights for luxury brands Murad and AHC, serving educated Vietnamese women through e-commerce, influencer content, and offline spa/clinic channels.

Ownership category

akta.pro rank

Product category

Direct-to-Consumer Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRABAAAB

Treatment Skincare (Serums, Actives, Acne & Anti-aging)

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABAAAF

Dermocosmetics & Medical-Grade Skincare

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABALAF

Professional Skincare & Facial Treatments

Consumer Products & Retail/Beauty & Personal Care/Professional Salon & Spa Products

SECONDARYCRABAAAK

Professional/Backbar Skincare (Esthetician & Spa Use)

Consumer Products & Retail/Beauty & Personal Care/Skincare

Keywords

• Direct-to-consumer skincare
• Premium beauty distribution
• Science-backed skincare brand
• Luxury clinical skincare
• Korean aesthetic skincare

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D

Revenue model

1. D2C Skincare Product Sales: Revenue generated from direct-to-consumer sales of proprietary skincare brands including Candid (science-backed affordable skincare) and distribution of premium international brands like Murad and AHC in Vietnam.
2. Brand Distribution & Licensing: Revenue from exclusive distribution rights for luxury and premium skincare brands in Vietnam, including Murad (luxury clinical skincare) and AHC (Korean aesthetic skincare brand).

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Skinetiq is a direct-to-consumer beauty company that sells its owned science-backed skincare brand Candid and serves as the exclusive Vietnamese distributor for premium international skincare brands Murad (luxury clinical skincare) and AHC (Korean aesthetic skincare). The company markets and sells skincare products through its own D2C e-commerce platform, social media channels, and offline spa/clinic/retail partners to educated Vietnamese women seeking authentic, high-quality skincare.

Product overview

Skinetiq is a direct-to-consumer (D2C) beauty company founded in 2020 that operates a portfolio of premium skincare brands in Vietnam. The company owns the science-backed brand Candid (its primary owned product) while also holding exclusive distribution rights for luxury clinical skincare labels Murad and AHC. Skinetiq serves educated, savvy consumers through both online and offline distribution channels, combining e-commerce capabilities with physical retail presence.

Differentiator

Problem solved

Functional benefit

Brands

• Candid: A digital-first skincare brand that provides high-quality, affordable solutions for modern women. Products are designed to be effective and easy to use, made with the best active ingredients and technologies sourced from reputable factories around the world.
• Murad

Products and services

• Candid

Quantifiable outcome

• Murad has been recommended by over 100 dermatologists, spas, and clinics in Vietnam
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• KOLMAR KOREA Co., Ltd.coreTechnology or Integration · 19 June 2026KOLMAR KOREA Co., Ltd., one of Korea's leading cosmetics manufacturers, produces Candid Retinol Treatment products for Skinetiq under CGMP and ISO international quality and safety standards. The manufacturer confirmed the use of Encapsulated Retinol Technology in the products.
• Murad (Dr. Howard Murad)coreStrategic or Co-development PartnerSkinetiq holds exclusive distribution rights for Murad luxury clinical skincare brand in Vietnam. Murad is a renowned dermatologist-founded brand with clinically proven, cruelty-free products developed over 30 years, supported by Dr. Murad's four pillars of wellness philosophy.
• AHC BeautyminorStrategic or Co-development PartnerAHC Beauty, Korea's #1 Aesthetic skincare brand with presence at more than 3,500 spas globally, is distributed by Skinetiq in Vietnam. The brand specializes in professional-grade skincare solutions originally developed for aesthetic clinics.
• KPMG VietnamminorOthersKPMG Vietnam served as the exclusive sell-side financial advisor for the Marico-Skinetiq acquisition transaction.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/about

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Skinetiq