Green Shine: Green startup on herbal haircare

startup in Da Nang has carved out a distinctive path by combining Vietnamese herbal traditions with modern science and international organic standards.

Green Shine is the brainchild of Nguyen Thi My Suong, the Director of Leaflora Co., Ltd., based in Xuan Phu commune, Da Nang who has devoted years to developing safe, eco-friendly products under a sustainable startup model.

Drawing inspiration from age-old practices such as washing hair with ‘bo ket’ (Black locust pods) or using green tea to cleanse the scalp, Suong transformed local wisdom into a modern formula. Instead of relying on small-scale production,

she sought professional manufacturing partners meeting international certifications, in tandem with ensuring clinical testing, quality disclosure and brand registration.

After more than two years of research and refinement, Green Shine launched its shampoo, with green tea and ‘bo ket’ extracts for cleansing, dandruff reduction, and hair growth stimulationand its conditioner, enriched with green tea and silk protein to nourish and protect hair.

Both products proudly carry the Ecocert Cosmos certification, one of the world’s most rigorous organic standards. Notably, the green tea extract is certified Organic Korea, ensuring strict quality control and user safety.

Free from parabens and synthetic colorants, the line features plant-based foaming agents and natural essential oils, designed to minimize irritation and suit even sensitive scalps.

“I do not want to stop at creating ‘natural’ products, but rather aim to develop truly ‘organic’ products - recognized by reputable international organizations and ensuring absolute safety for consumers,” said Ms. Suong.

When it comes to market strategy. Rather than aggressive expansion, Suong focuses on building a network of local women distributors trained in natural haircare knowledge. This community-based model not only strengthens consumer trust but also spreads awareness of healthier, chemical-free alternatives.

For the time being, Green Shine products are available in organic food stores, natural cosmetic outlets in major cities and on domestic and cross-border e-commerce platforms. Early distribution partnerships highlight strong growth potential ahead.