Tiếng Việt
SiMee – The Final Piece of a Complete Care Ecosystem
Continuing from Episode 4 of the “26 Years of Truong Duong: Unity Over Waves” series, in 2024 Truong Duong Group marked another transformation with the launch of its personal care brand: SiMee.
This was more than simply entering a new market — it was a strategic move, the final piece completing the care ecosystem Truong Duong has steadily built over 26 years. Where our medical, home care, and herbal-medicine ventures had each focused on “protecting” — protecting public health during the pandemic, protecting homes from bacteria, protecting the body with clean herbal remedies — SiMee arrived as a statement of companionship, a deep understanding of today’s consumers: people looking not just for good products, but for a brand that truly understands their personal journey.
With Revy and I-ON CARE caring for the home, and KINKA caring for health from within through herbal medicine, Truong Duong recognized one gap remained: caring directly for people themselves — their hair, their skin, and their everyday emotions. That is why SiMee was born, closing the circle of complete care in a way no other piece could replace.
Brand Philosophy: “See Mee” – The Confidence to Fall in Love With Yourself
SiMee defines itself not only through its products, but through a message for living — a subtle, inspiring play on words woven into the brand name itself:
- SEE MEE: a mark of confidence, an affirmation of identity for young people — both men and women — on their journey of self-expression. “Look at me — look at my own values and my own identity.”
- SI MÊ (a Vietnamese phrase meaning love, infatuation): a state of deep appreciation, an unconditional love for oneself.
These two layers of meaning blend together to form the brand’s guiding spirit: before being seen and loved by others, everyone must first learn to see and love themselves.
Loving yourself isn’t a luxury. It is kindness that begins with the simplest things — turning off your phone after work, choosing a good herbal shampoo for yourself, enjoying a cool, gentle scent, and caring for your skin and hair with tenderness. It is also taking a few minutes each day not to care for someone else, but simply to listen to and appreciate your own body. With SiMee, every product is not just a personal care item, but a gentle reminder: you deserve to be loved, starting with yourself.
Core Capability: Backed by Genuine Quality
An emotional message is only truly convincing when it is backed by real manufacturing capability — something Truong Duong has remained committed to across every brand, every stage of its journey:
- 100% in-house production: with no outsourcing, SiMee is researched, developed, and manufactured directly at Truong Duong’s own factory, tightly controlled from raw materials to finished product
- The factory has been certified “Qualified for Cosmetic Production” by the Ho Chi Minh City Department of Health
- The factory is currently working toward cGMP-ASEAN certification (Good Manufacturing Practice for cosmetics under ASEAN standards)
Owning the entire process, from formula research to final packaging, allows Truong Duong to actively control quality at every stage rather than depending on an outside manufacturer. This is also the foundation that lets SiMee confidently stand by consumers for the long term, rather than chasing a passing trend.
With SiMee, Truong Duong isn’t just selling products — we’re offering a promise: to care for you as completely and gently as possible, through the smallest acts of kindness, every single day.
From a small garment workshop in Tan Binh Industrial Park in 1998, to protective gear given away in the heart of a pandemic, to clean ion water flowing through Vietnamese homes, to golden camellia tea buds from the highlands of Gia Lai, and now to SiMee — Truong Duong’s 26-year “Unity Over Waves” journey has come full circle, completing an ecosystem of comprehensive care for the health and daily lives of the Vietnamese people. Each brand answers a real consumer need, but all of them share the same root: the wholeheartedness we have carried for 26 years. Thank you to our customers and partners for your trust and companionship throughout this journey — join us as we continue to write new, even more complete and sustainable chapters ahead.
TRUONG DUONG – Dedicated to Quality, Pioneering the Difference
- Website: truongduonggroup.com
- Purchasing website: www.truongduongstore.vn
- Hotline: +84 911 169 318
- Address: 160 Truong Cong Dinh Street, Tan Binh Ward, Ho Chi Minh City, Vietnam
