Vietnam's first 100% vegan beauty brand since 2013, using locally sourced ingredients like Dak Lak coffee and Ben Tre coconut with PETA and Leaping Bunny certification.
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See all ads on AdLibrary →Cocoon Original is Vietnam's first 100% vegan cosmetics brand, founded in 2013 by Nature Story Cosmetic Co. The brand formulates all products exclusively with Vietnamese-sourced botanical ingredients — including Dak Lak coffee, Ben Tre coconut, and Cao Bang rose hip — and holds both PETA and Leaping Bunny cruelty-free certifications. Cocoon is distributed through its DTC website, Shopee Vietnam, Watsons, and Hasaki. Also searched as Cocoon.
Cocoon runs ingredient-origin storytelling campaigns that are uniquely localised — naming specific Vietnamese provinces and farms where actives are sourced creates a 'made in Vietnam, for Vietnam' narrative that resonates strongly with domestic and diaspora consumers. Vegan and cruelty-free certification is prominently featured in ads targeting conscious beauty buyers. Explore their ad archive at AdLibrary.
Facebook and Instagram are Cocoon's primary paid channels, with TikTok growing rapidly for reaching younger Vietnamese consumers. Ingredient farm-visit content and behind-the-scenes formulation videos generate high organic engagement and are amplified with paid spend.
Core themes: 100% Vietnamese-sourced ingredients, cruelty-free and vegan formulation, supporting local Vietnamese farmers, and modern beauty rooted in Vietnamese botanical heritage. PETA certification is used as a visual trust badge in ads.
Cocoon is the strongest example of the 'hyper-local ingredient' playbook in Vietnamese beauty. By being specific about ingredient origin (Dak Lak, not just 'coffee'; Ben Tre, not just 'coconut'), the brand creates a story that cannot be replicated by imported brands and builds genuine national pride associations.
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