Tin Nguyen is chief product officer at Nature Story and co-founder of Cocoon Vietnam, a vegan cosmetics brand
Please briefly introduce yourself, your company, and your role.
I’m Tin Nguyen, a creative soul born and raised in Vietnam. After graduating from the Ho Chi Minh City University of Architecture in 2014, my career took off in graphic design. But over time, I found my true calling in cosmetics. The way design flows through every part of a product, from packaging to what’s inside, has always fascinated me. That seamless connection between beauty and function continues to fuel my passion.
Currently, I’m the Chief Product Officer at Nature Story and co-founder of Cocoon, a vegan cosmetics brand. Nature Story operates a modern, cGMP-certified facility that meets ASEAN standards. We manufacture for Cocoon, which is Vietnam’s first brand certified by Cruelty-Free International’s Leaping Bunny program, PETA’s Beauty Without Bunnies, and The Vegan Society.
What do you consider to be your most significant achievement to date – whether it’s a specific project, collaboration, or partnership – that has helped shape your professional journey?
My proudest achievement is building trust in Vietnamese cosmetics by turning Cocoon into the leading vegan beauty brand in the country. Cocoon isn’t just known locally anymore—it’s gaining traction internationally, especially in markets like the U.S., Canada, and across Asia. This is a huge milestone for us and a point of pride for Vietnamese cosmetics.
What inspires your work, and how do you stay motivated to continue driving innovation in the industry?
My inspiration comes from the desire to elevate Vietnamese cosmetics to the international stage. The beauty industry in Vietnam is still growing, but with the right focus on quality and technology, I believe we can compete with global brands.
At Cocoon, we’re committed to sustainability and using plant-based ingredients. It’s not just about beauty—it’s about creating products that are good for people and the planet. That mission is what keeps me motivated.
What trends do you foresee in the APAC personal care and beauty industry?
In the APAC region, I see a strong shift towards sustainability and transparency. Consumers are becoming more conscious about what they use and how it affects the environment. There’s a growing demand for products that are natural, eco-friendly, and cruelty-free.
Moreover, the rise of local brands like Cocoon will continue as people seek solutions tailored to the specific climate and skin conditions of their region.
What advice would you give to young professionals looking to make an impact in the APAC beauty industry?
For young professionals, my advice is to really understand your consumers. The APAC region has unique cultural and environmental factors that influence beauty preferences, so knowing those is key.
It’s also important to prioritise sustainability and transparency, as these are becoming essential values in the industry.
Lastly, stay patient and persistent. Success takes time and continuous learning.
What do you hope to achieve in the future?
Looking ahead, I want to help advance Vietnam’s beauty industry by supporting students and giving them practical experience. I hope to inspire the younger generation to focus on quality, innovation, and sustainability.
For Cocoon, my goal is to continue growing it into a leading Vietnamese cosmetic brand recognised globally. I want to give Vietnamese consumers a sense of pride and show the world what Vietnamese beauty products can achieve.
