Made in Vietnam

Sao Thai Duong toward a global brand

Sao Thai Duong is known as a leading brand of herbal medicine and cosmetic in Vietnam. It has made significant progresses in building a global brand name. 
A collection of 47 made by Vietnam-based Sao Thai Duong JSC natural cosmetics with the brand of Nature Queen were rolled out in London in January 2020. The products were put on sale at Longdan, the largest Vietnamese Cash & Carry in the UK. The event marked an official presence of a Vietnamese herbal cosmetic in the UK market.

Launched in 2017, Nature Queen products are the first high-class product line of Sao Thai Duong, produced following organic standard of the US and EU. The products have been exported to 12 countries, including the US and European countries. Nature Queen products were registered trademark in dozens of countries.

Sao Thai Duong cooperates with farmers on growing and collecting herbal medicine meeting standards of quality. 

Developing clean herbal medicine decides the product quality. 

The signing ceremony to transfer 
β-White technology between Lucas Meyer cosmetics, France and Sao Thai Duong in Hanoi. 

Testing for melanin in skin by β-White technology at the ceremony. 

Deputy Minister of Health Do Xuan Tuyen receives 50,000 test kits to detect SARS-CoV-2 from Sao Thai Duong for the fight against COVID-19. 


According to co-founder and vice director of Sao Thai Duong Nguyen Thi Huong Lien, the company took its products to an international cosmetic exhibition for the first time in 2015. At the expo, visitors paid much attention to shampoo products. There were customers coming back to buy shampoo products three times during the three days of the expo.

Sao Thai Duong has distributed 176 products at pharmacies and hospitals in 63 provinces and cities of Vietnam. Some products are familiar in Vietnamese families as Thai Duong turmeric cream, Thai Duong shampoo and Rocket.

The company has invested in a project to develop clean herb medicine and supply for its production, including exploiting natural herb medicine, protecting the forest, maintaining gen resource, farming and processing herb medicine in southwestern provinces. 
Lien recalled a 20-year journey of branding Sao Thai Duong. On the beginning days, Sao Thai Duong hoped to introduce the Vietnamese traditional medicine to the world. In 2002, Lien attended a conference of the EU to support ASEAN in establishing its cosmetic association. She saw foreigners’ care about herbal medicine while the cosmetic industry in Vietnam was very simple. She joined a cosmetic training course sponsored by the EU and another funded by WB for ASEAN. After that Lien asked European experts to help the company in designing, constructing factory and researching, managing product’s quality following the EU standard.

Sao Thai Duong had the first factory in Vietnam meeting the ASEAN Cosmetic Good Manufacturing Practice (GMP), Medicine GMP, ISO 1400, HALAL certificate, FDA certificate for exporting to the US market.

Displaying area of Sao Thai Duong.

Natural herbs displayed at Sao Thai Duong.

Nature Queen products are exported to 12 countries, including such choosy markets as the US and EU. 

Products of Sao Thai Duong.

In 2020, the company received Ms. Cathy Berx, mayor of Antwerp state of Belgium and Belgian businessmen which created foundation for Sao Thai Duong exports to Belgium, the Netherland and Luxembourg. 
Story: Thao Vy - Photos: Cong Dat & Files

Doveco Gia Lai - A Leading Agricultural Exporter  in the Central Highlands

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