Hecto Healthcare's beauty brand Only Ritual is using Vietnam as a foothold to target Southeast Asian markets. Hecto Healthcare said on Thursday that Only Ritual is taking part in the '2026 Vietnam International Premium Consumer Goods Fair (VIPREMIUM)' held June 4 to 7 at the Saigon Exhibition and Convention Center in Ho Chi Minh City, Vietnam. It is holding business consultations with local distribution buyers.

At the exhibition, Only Ritual is presenting an integrated lineup that combines inner beauty products that supplement nutrition from within and skincare products applied directly to the skin. The company said the aim of the participation is to broaden touchpoints with local department stores, shopping malls and online platform officials, centered on the 'One Day Ritual' brand.

Vietnam is seen as a market with a high level of trust in South Korean cosmetics and health functional foods. As beauty and wellness consumption rises rapidly, driven by social media and online commerce, it is drawing attention as a base for expansion into Southeast Asia. Only Ritual plans to use the exhibition as a starting point to expand its local distribution network and identify potential partners.

A Hecto Healthcare official said, "Only Ritual is proposing healthy beauty through a total beauty solution that organically connects inner beauty, which manages health from within, and outer beauty, which cares for the skin." The official added, "We plan to continue to strengthen the brand's competitiveness in the global K-beauty market by introducing products tailored to global consumers' diverse lifestyles and needs."