Phan Ngoc Sang, a talented young artist from Long An Province, has carved out a unique niche in the world of doll customization, attracting international customers eager for his bespoke creations. Many of his clients treat these dolls as collectible art, showcasing them in display cases.

While in his third year at university, Phan Ngoc Sang (born in 1991) discovered a video featuring a foreign artist applying makeup to dolls. Fascinated, he decided to delve into this craft. He acquired low-cost second-hand dolls for practice and shared his early efforts with online doll communities, where they were met with enthusiasm.

Before long, people began sending him their dolls for makeovers. Sang started offering his services for free at first, but as his talent developed, he began to take commissions and treat doll customization as a side gig.

Sang’s growing reputation in Vietnam’s doll crafting scene stemmed from his ability to transform standard dolls into realistic figures with nuanced features. After completing his studies, he decided to focus on doll customization as his full-time career. “I specialize in faceup and customization,” he clarifies. “Faceup means repainting the doll’s face—enhancing the eyes, lips, and cheeks. Customization goes further, altering hair, eye color, and attire for a one-of-a-kind appearance.”

Each completed doll is more than just a plaything; it represents artistic expression and fosters a personal bond with its owner.

Sang starts by removing the original makeup off the doll and then carefully contours the face, paints intricate eye details, draws eyebrows, and attaches eyelashes using his brushes and color palette. Depending on the level of work involved, his earnings range from 1 to 5 million VND per makeover.

Prior to the COVID-19 pandemic, Sang’s unique craft provided him with a stable income, making between 30 to 40 million VND monthly, which significantly contributed to his family’s ability to buy a condo in Ho Chi Minh City.

Post-pandemic, however, he observed a dip in business. Recognizing the emerging demand for personalized dolls, Sang began to create entirely new dolls from scratch, inspired by specific character themes.

For each creation, he devises characters with unique narratives, crafting dolls that embody these ideas. Some of his most well-received works include interpretations like the Seven Deadly Sins, the Forest Angel, the Egyptian Goddess, the Spring Deity, and the Goddess Kali.

These innovative creations, with their unique characteristics and style, have garnered high praise. His detailed, handmade dolls have gained international attention, with collectors vying for ownership of his artwork.

Sang’s custom dolls are priced between 2 to 5 million VND, while exclusive limited-edition pieces can command prices of tens of millions.

“I aim to produce distinctive dolls that showcase my creativity rather than simply pursuing profit,” Sang shares. “My primary clientele consists of overseas doll collectors who are willing to wait and invest in my work.”

These collectors value his dolls as artworks, often displaying them in glass cases. “The art of doll customization fulfills my passion,” he expresses, “and the ability to make a living from it is truly rewarding.”

Reflecting on his journey, Sang recalls, “At first, my family wasn’t supportive of my choice to focus on doll makeup. However, as they witnessed my success and ability to earn a good living, they eventually came around and now even assist me.”

Today, his family actively helps with different aspects of the doll makeovers—his father takes care of cleaning the faces and removing hair, while his mother adorns the dolls with embellishments and irons their clothing.