Naming a handmade cosmetics brand for easy virality

Naming a handmade cosmetics brand is not simply a starting step – it is the first key to unlocking the door to going viral. An impressive brand name can help you save up to 50% of initial advertising costs, because the name itself will spread, spark curiosity, and stick in customers' minds. At DPS.MEDIA, we have witnessed many small brands make a big splash thanks to… just the right name.

In the booming handmade cosmetics market, with over 500 new brands launched each year in Vietnam (according to Nielsen, 2023), a strong name is not only the ”appearance” but also the “soul” of your entire content and communication strategy.. No matter if you have a proprietary formula or beautiful design, if your name is bland, you are making it harder for yourself to build brand recognition.

The most important thing when naming a handmade cosmetics brand to go viral is to create an “emotional hook” – that is: evoke associations, be easy to remember, and most importantly… make people want to share it. Names like “MâyThảo”, “BộtSáng” or “GỗMộc” are not only visually appealing, but also easily become the title of a review post, a short story, or a whispered conversation between friends.

We at DPS.MEDIA often advise SME brands: “Don’t just name it like you call a product – name it as if you are creating a unique little world for it.” Because once the name sparks imagination, it will live and go viral in consumers’ minds longer than any paid campaign.

Remember, customers don’t just buy cosmetics – they buy the story. And every story begins with a name that sparks curiosity.

Building a handmade cosmetics brand name based on core values and brand story

Associating the brand name with the brand's mission

A common trait among viral handmade cosmetics brands in the past 3 years is the ability to “tell a story” through their very name. For example, Herbario – a brand in Ho Chi Minh City, this name embodies the value of “local herbs” combined with a sustainable ecosystem (biophilia). This inspiring story has been widely spread by loyal consumers through word of mouth on TikTok and Facebook, marking the first step for the brand name to “take flight”.

According to research from Harvard Business Review, an effective brand name often converges three factors:

• Create emotion (Emotion-driven): Evokes positive associations or feelings of naturalness, purity, and environmental friendliness.
• Symbolic: Closely tied to ingredients, beauty philosophy, or distinctive regions.
• Easy to pronounce – easy to remember: Avoid names that are too long or hard to read as they reduce viral potential.

The brand name should reflect unique identity

For SME brands in Vietnam, DPS.MEDIA often consults based on the model Brand DNA – a framework that helps businesses separate cultural elements, core values, and unique positioning. From there, the name will not only be an identifier, but become “the first emotional touchpoint” with potential customers. Below is an illustrative table of naming directions that DPS has implemented:

Building a name from core values and stories not only makes the brand “meaningful”, but also helps the internal team increase cohesion by expressing pride in each handmade product. As shared by branding experts Alexandra Watkins: “Your brand name is a mini billboard – it speaks even when you don’t.”

Leveraging language trends and pop culture to increase virality

Utilizing memes, slang, and online trends to create a mark

With the characteristics of handmade cosmetics – where emotions, personality, and personal experience are prioritized – “catching trends” in language and pop culture becomes an extremely effective brand naming tool. Instead of traditional naming (e.g.: pure Beauty, Natural glow), DPS.MEDIA encourages Vietnamese SMEs to leverage the following elements from internet culture:

• Popular memes: Use viral phrases but translate them smartly. Example: “Thảo Mai Cream” as a humorous wordplay for entertainment.
• Gen Z language: Insert keywords like “cháy phết”, “xịn xò”, making the brand more relatable and easily shareable.
• Music/movie phenomena: Cleverly reference famous brand names, such as using the phrase “Made you Blush” – reminiscent of a famous song but also suitable for blush products.

Enhancing recognition through emotional interaction in pop culture

According to Stanford University (2021) research on emotional branding, consumers tend to remember and respond better to names that evoke a sense of “cultural connection”. DPS.MEDIA once ran a naming campaign for a handmade lipstick line, inspired by strong female characters in Asian cinema such as “Mộc Lan Matte” or “Cô Ba Cream” – resulting in a 265% increase in social media shares in the first 2 weeks.

Businesses can consider applying localization – connecting Vietnamese culture with international trends – by blending Vietnamese and foreign languages in the name to create curiosity, for example:

Ultimately, the most important factor is not chasing trends, but using the right trend to truly capture the target customer’s psychology. A viral name should be the first touchpoint – sparking interest, then nurturing it with authentic product experience.

Applying wordplay techniques and memorable keywords to leave an impression in customers' minds

Clever wordplay helps increase brand recognition

According to research from the journal Journal of Consumer Psychology, brand names with rhyme or alliteration techniques are 42% more likely to be remembered by consumers than regular names. DPS.MEDIA encourages handmade cosmetics brands to leverage phonetics so names are catchy and evoke emotion: for example, “Lá Lành Lab” – a brand evoking naturalness and peace of mind, or “Mịn Màng Makers” – easily viral thanks to humor and the immediate sense of smooth skin from the name.

Memorable, easily viral keywords on social platforms

Branding today cannot be separated from keywords and viral potential on social media. A good name not only needs to be “unique” but also hashtag potential. We recommend choosing short keywords (1-2 words), preferably written together without accents, and paving the way for UGC (user-generated content) campaigns. For example:

• #xinhkhôngđộc for brands specializing in natural, vegan skincare.
• #thơmlành for handcrafted essential oil products.
• #nghiệnmềm for lip balm or body butter lines.

This not only helps increase brand awareness but also encourages customers to proactively spread the brand through everyday content.

Real-life example: The success of the brand “Mướt Mịn Mộc”

Customers of DPS.MEDIA – the handmade cosmetics brand “Mướt Mịn Mộc” – initially planned to name it “Natural Touch” but it did not make an impression on Tiktok. After we suggested switching to a name with a steady rhythm and pure Vietnamese phonetics, the brand increased its recognition by 300% after just 2 months of running a simple Influencer review campaign. Hashtag #mướtmịn made it to the trending top in Vietnam in the #làmđẹp category, thanks to the Gen Z community loving its cute and easy-to-remember pronunciation.

Creating a brand name that is easy to pronounce and suitable for the international market

Choosing an easy-to-pronounce & “internationalized” name – the first step to entering the global market

A study from the Journal of International Marketing shows that brands with easy-to-pronounce names create 33% more positive impressions with potential customers globally. Handmade cosmetic brand names should avoid overly “local” sound combinations or those difficult to pronounce for non-Vietnamese speakers.

DPS.MEDIA It is recommended to use name structures with short syllables, clear stress, and easy to pronounce in many languages. For example: “Luna”, “Velin”, “mirae” – all are simple brand names with a sophisticated and international vibe. Some tips for creating viral names:

• Prioritize hard to misspell, easy to remember
• Do not use complex consonant clusters (e.g., “tr”, “gi”, “ng”) if targeting global markets
• Avoid words with negative meanings when translated into English or Japanese – check carefully on Google Translate!

Case study: From “Mỹ Duyên” to “Midu Naturals”

A customer of DPS.MEDIA – a local handmade cosmetic brand originally named “Mỹ Duyên” – faced difficulties when expanding to the Thai and Korean markets. International customers could not pronounce it correctly or mispronounced it into words with negative meanings, causing a loss of goodwill.

After consultation, we suggested changing the name to “Midu Naturals” – retaining femininity and Vietnamese roots (incorporating the founder’s name “Duyên”), while “Naturals” is an organic keyword group that is easy to search and trending on digital platforms.

Naming suggestions from DPS.MEDIA – don't hesitate to “mix” languages

A very “viral” trend recently is combining Vietnamese roots with English in a hybrid name style. For example:

• Hena Garden – a name evoking fairy tales, naturally from “hena” (suggesting an image close to “henna”)
• GaoGlow ⁣- a blend of “gạo” (rice) and “glow”, giving an organic + glow-up feeling
• Zemé – an internationalized version of “giẽ” (soft), with a French suffix

Perspective from DPS.MEDIA: “A brand can be an emotional bridge; it doesn’t always have to be purely Vietnamese to retain its identity. The important thing is that the name has a ‘meaningful connection’ with the target customers.”.

Utilize social media platforms to test feedback and optimize the brand name

Survey brand names on TikTok, Instagram to catch up with trends

Instead of relying solely on intuition or personal preference, handmade cosmetics brand owners can completely take advantage of social networks as a free ”research studio”.. According to DPS.MEDIA’s analysis, TikTok and Instagram are currently the two platforms with high natural (organic) reach, making them ideal for conducting A/B testing for brand name ideas.

You can try posting stories, videos, or interactive posts (polls, questions) with multiple name options, asking users for feedback. This not only helps quickly gather insights but also creates early engagement with the community – a key factor for a brand name to go viral.

Tips for effective implementation:

• Post 2-3 brand name options at the same time on IG Story – use the vote sticker.
• Make a TikTok video telling the journey of creating the brand – insert the name options.
• Attach the hashtags #handmadecosmetic #namemybrand to expand reach.

Analyze feedback data and optimize the name according to community behavior

Data such as likes, comments, or average watch time (on TikTok) can show which name makes customers feel close – or at least curious. DPS.MEDIA suggests creating a comparison table to evaluate the effectiveness of each brand name’s appearance based on various criteria.

Short conclusion: Testing brand names on social media not only helps you “listen to the market” but can also turn this very process into a pre-launch marketing campaign. Some local brands like herbario and Aile de Fleur have successfully leveraged this tactic in 2023, going from small communities to hundreds of thousands of followers just through name survey videos.

Analyze competitors to find unique and distinctive highlights for the brand name

Find market gaps in the vast sea of cosmetic brands

As the handmade cosmetics market gradually becomes saturated, creating a viral name is not simply a matter of aesthetics or language, but requires a “branding” strategy based on competitor analysis. DPS.MEDIA often applies the Positioning Map to identify value axes and segment the gaps that the brand can own.

DPS.MEDIA’s perspective: most current brand names are following the “gentle” motif, focusing on nature, but lacking distinctive personality and the ability to make consumers remember immediately within the first 3 seconds. This is when a new brand can step in with differentiating factors such as:

• Insert pop culture elements: use trending words or references to pop culture icons
• Unique brand sound: names with unusual syllables, easy to call, catchy rhythm (e.g.: MochaMe, LiiLaa, GlóBar)
• Break traditional naming frameworks: combine Vietnamese and foreign languages/cosmetic terms to create a fresh feeling

Case study from “Cốc Cốc Skin” - a handmade cosmetics brand consulted by DPS.MEDIA – is clear proof. They chose the name “Cốc Cốc”, which evokes the sound of knocking for freshness, is close to Vietnamese culture, and cleverly plays with quick and catchy pronunciation. Result: 240% increase in brand mentions on social media within the first 2 months of launch.

Naming is no longer a matter of intuition. It is a sophisticated brand strategy, starting from “decoding competitors”, finding an emotional gap no one has occupied, and planting your own seed in the consumer’s mind.

Ensure flexibility and scalability in the name to accompany new product development

The brand name needs to reflect adaptability to a diverse range of product lines

In the context of the rapidly growing handmade cosmetics industry, naming should not be limited by the current product group. DPS.MEDIA recommends that SMEs aim for open-ended names – both outstanding and easy to associate with new product lines in the future.

A typical example from a Japanese brand Lush – originally famous for soap and bath bombs – but the name “Lush” (meaning lush, luxurious) paved the way for them to expand into creams, lipsticks, and even handcrafted perfumes without being limited by perception.

Avoid limiting the name to a specific format or material

Choosing a name containing keywords like “soap”, “lip balm” or “organic clay” may be effective in the short term but in the long run becomes a barrier to entering other segments. Instead, consider names that can “stick” emotion – where the brand can build personality and flexibly expand products while maintaining its original identity. We suggest using:

• Abstract imagery: Evocative (e.g.: Cloud, Stream, Scent)
• Easy-to-remember phonetics: Can be localized or internationalized (e.g.: Lemori, ZALA, Hunu)
• Flexible meaning: Broad enough to reflect brand commitment (e.g.: NUR – from Nordic meaning “light”)

Table: Comparison of the scalability of some types of brand names

At DPS.MEDIA, we realize that in the journey of shaping and developing a handmade cosmetics brand, flexible name design is the first building block to “upgrade” from a small workshop to a viral brand on TikTok or international e-commerce platforms in the future. Start by choosing a name that doesn't limit your 5-year vision.

Sincere feedback

Naming a handmade cosmetics brand is not only an important first step but also the key for your brand to easily touch customers' hearts and spread strongly in the digital market. A creative, memorable name with a unique personality will help your product stand out among thousands of competitors.

At DPS.MEDIA, we believe that combining digital marketing strategies with a brand name that fits is the golden formula for Vietnamese SMEs to develop sustainably and make a mark in the community. You can immediately apply the suggested naming principles to build a unique, viral, and inspiring handmade cosmetics brand.

If you are interested in topics such as digital brand building strategies, optimizing online sales channels, or how to create effective viral content, keep following the next articles from DPS.MEDIA. Don't hesitate to share your thoughts, opinions, or experiences in the comments below so we can build a community of continuous learning and development together.