Cover Vietnamese origin mark on the world beauty map
Vietnamese origin mark on the world beauty map
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Vietnam may not dominate Asia’s beauty industry, but Vietnamese talent has still made a big impression internationally
Vietnam may not hold a dominant share of Asia’s beauty industry, nor is it home to the social media trendsetters who dictate global beauty standards. Yet that does not mean Vietnamese talent hasn’t left a lasting impression on the international stage.
From Michelle Phan—an idol of the first digital generation—to Hung Vanngo, the trusted makeup artist of Hollywood’s elite, and Jessica Vu, a rising beauty influencer, these names have made a significant impact, shaping perceptions far beyond their home country. With a distinctive aesthetic and an innovative approach to beauty, they have redefined industry norms, inspiring millions and ensuring that Vietnam’s influence is recognised worldwide.
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Michelle Phan: Every Girl’s First Beauty Icon
Above Michelle Phan, the beauty idol who inspired a generation
Michelle Phan, the beauty idol who inspired a generation
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YouTube in 2007 was an entirely different landscape—an experimental space where creators shared content for the sheer joy of it, long before the revenue-driven mechanics of today’s digital platforms. It was in this era that Michelle Phan began posting videos, capturing the world’s attention with her now-iconic Barbie-inspired makeup tutorial. As one of the pioneering beauty bloggers, she quickly became a trailblazer in the makeup tutorial genre.
More than 13 years after her debut, Michelle Phan remains a revered figure, her influence undiminished. Unlike many content creators, she has achieved something truly rare—growing alongside her audience and evolving in a way that continues to resonate with them.
2007 marked the beginning of Michelle Phan’s journey on YouTube
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At the height of her career in late 2015, Michelle suddenly withdrew from social media, re-emerging two years later with a transformed outlook on both life and beauty. The most striking result of this reinvention was the rebirth of Em Cosmetics. Previously under L’Oréal’s ownership, the brand had failed to reflect Michelle’s personal aesthetic and values. With her return, Em Cosmetics took on a new identity, marked by elegant design and a philosophy deeply aligned with Michelle’s evolved perspective.
Central to this transformation was her belief that beauty should not be about concealment or insecurity, but about self-acceptance. When she returned, she declared that she no longer wished to rely on heavy foundations to mask imperfections. This ethos shaped Em Cosmetics’ re-launch, with its first hero product—the Serum Blush—quickly becoming a cult favourite in 2017. Designed to create a fresh, natural flush, this lightweight liquid blush embodied Michelle’s new approach to beauty. It was followed by a carefully curated selection of lipsticks, cushion foundations, and eyeshadow palettes, each designed with a focus on practicality rather than overwhelming choice.
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Michelle Phan’s authenticity and relentless pursuit of growth have cemented her status as a leading Vietnamese-American figure in the global beauty industry. More than just a YouTube star with nearly eight million subscribers, she is a businesswoman and an enduring source of inspiration. In 2024, her personal success was underscored by an estimated net worth of $50 million, according to Celebrity Net Worth.
Hung Vanngo: Hollywood’s Favourite Makeup Artist
Above Hung Vanngo, one of Hollywood’s most renowned Vietnamese makeup artists
Hung Vanngo, one of Hollywood’s most renowned Vietnamese makeup artists
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Hollywood is home to many talented Vietnamese makeup artists, but few command as much attention as Hung Vanngo and Patrick Ta—two of the industry’s most celebrated names. Within the scope of this article, we turn our focus to Hung Vanngo, the artist behind some of the most talked-about makeup looks for stars such as Selena Gomez, Miranda Kerr, and Kendall Jenner.
Hung Vanngo’s signature lies in his masterful approach to colour, favouring warm, highly saturated tones such as copper brown and orange-red. His artistry blends Western glamour with the delicate femininity of Asian beauty aesthetics, subtly softening the angular features of Hollywood’s elite. The result? A distinctive allure that is both captivating and effortlessly elegant—far removed from the traditionally bold, high-contrast makeup once dominant in Western beauty trends.
Hung Vanngo’s artistry is trusted by some of the world’s most famous stars
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Hung Vanngo has also introduced the global beauty industry to the Asian philosophy of radiant, healthy skin. Rather than masking the complexion, his approach enhances its natural glow, earning him the trust of A-list celebrities and major fashion publications alike. His work frequently graces the pages of Harper’s Bazaar, Cosmopolitan, and other leading magazines. In 2020, his influence was formally recognised when he was honoured with the Makeup Artist Award at the Hollywood Beauty Awards.
Jessica Vu: The Next-Generation Beauty Influencer
Jessica Vu, the rising star of the beauty influencer world
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New influencers emerge on social media every day, each season bringing fresh faces into the spotlight. In today’s digital landscape, tens of thousands of followers no longer hold the same weight as they did in the early days of social media. Instead, the new benchmark for success is reaching one million followers—and Jessica Vu has achieved just that.
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Born and raised in the US, Jessica first began experimenting with YouTube as a hobby, much like many of her Gen Z peers. Her youthful, trend-driven makeup style quickly set her apart, earning her a dedicated audience. Yet it was her polished video editing and engaging visual aesthetics that truly propelled her content to viral success. In 2020, she celebrated her 20th birthday with the milestone of one million YouTube subscribers—a figure that has since doubled in just four years.
Jessica Vu’s growing influence has made her a sought-after name in the beauty and fashion industries. Among her most notable collaborations is her work with Michelle Phan and Jenn Im, culminating in the launch of the JessyLuxexEggie autumn fashion collection. With her fresh approach to digital content and a clear passion for beauty, Jessica Vu is well on her way to continuing Michelle Phan’s legacy in the Western market.
This article was adapted from the original print edition of Tatler Vietnam, November 2024.
