Vietnamese DTC cosmetics brand founded 2016 by celebrity singer Hồ Ngọc Hà, known for bold lip products and championing Vietnamese pride in beauty.
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See all ads on AdLibrary →M.O.I Cosmetics is a Vietnamese DTC cosmetics brand founded in 2016 by superstar singer and model Hồ Ngọc Hà. The brand is known for bold colour cosmetics — particularly lip products — and positions itself as a premium Vietnamese alternative to imported K-beauty and Western cosmetics. M.O.I's celebrity founder gives it organic media reach and aspirational appeal with Vietnamese consumers. Also searched as M.O.I.
M.O.I's advertising is built on founder celebrity equity — Hồ Ngọc Hà's face and personal brand generate attention that paid media then amplifies. Product launch campaigns feature the founder's personal endorsement alongside colour-rich product photography. Vietnamese cultural pride is a recurring emotional hook. Browse their ad library at AdLibrary.
Facebook is used for broad product launch campaigns targeting Vietnamese women aged 18–40. Instagram features founder-led content, bold product flat-lays, and beauty tutorial collaborations with Vietnamese beauty influencers.
Themes: confidence and boldness, Vietnamese beauty standards, celebrity-quality accessible cosmetics, and local brand pride. Lip products — a core Vietnamese beauty obsession — are hero SKUs in most campaigns.
M.O.I demonstrates how a celebrity founder in a market with strong celebrity culture (Vietnam) can replace traditional marketing spend at launch and sustain brand affinity over time. The risk is brand equity dependency on a single person — but in celebrity-driven beauty markets, this is a calculated and often successful bet.
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