Nerman

Nerman is a Hanoi-based, direct-to-consumer (D2C) brand specializing in health and beauty products for men. The company was co-founded by CEO Đặng Thanh Định, Managing Director Nguyễn Văn Nhật, and Operations Director Hồ Xuân Hải. Although outsiders to the cosmetics industry, the founders identified a gap in the Vietnamese market for men's personal care. They started by researching various international products and collaborating with experts to develop their own line.

The company's mission is to simplify the skincare process for men with convenient, all-in-one products. Their product range includes items for bathing, skincare, and makeup, such as 3-in-1 body wash, deodorant, and facial cleansers, which are made in Vietnam with materials sourced from Europe. Nerman operates primarily through a B2C model, with online sales accounting for about 95% of its revenue. Its marketing strategy heavily relies on using influencers and KOLs, posting hundreds of videos monthly that generate millions of views and drive an 11% conversion rate on e-commerce platforms.

Sales began in early 2021, and by the first quarter of 2022, Nerman had served 150,000 customers and sold 330,000 products. The company reported revenue of $848,000 in 2021, and $1.3 million in the first quarter of 2022 alone. In June 2022, the founders appeared on Shark Tank Vietnam, securing a $1 million investment commitment. Nerman has also collaborated with major brands like Walt Disney for a 'Black Panther' collection and named soccer player Đoàn Văn Hậu as a brand ambassador. The company is focused on the Vietnamese, Thai, and Indonesian markets.

Keywords: men's grooming, personal care, direct-to-consumer, e-commerce, skincare for men, Vietnamese brand, beauty products, influencer marketing, men's cosmetics, online retail, health and beauty, all-in-one products, men's fragrance, Asian market