Türkiye presents a significant opportunity for international companies looking to establish themselves in a market with a growing demand for cosmetic products.

Ranked as the world's 29th largest cosmetics market, Türkiye is experiencing remarkable growth, with an average annual increase of 10%. This expansion is driven by a booming domestic demand, fueled by a young, urban, and dynamic population heavily influenced by social media.

Turkish consumers are highly conscious of their appearance and increasingly seek high-value-added products. This trend is particularly evident among younger generations and men, who are emerging as a growing target for skincare and beauty products. Natural, organic, and environmentally friendly products are also gaining traction, with their market share reaching 5% in 2024.

Türkiye has become a major production hub, with approximately 600 manufacturers and exports reaching 180 countries. For instance, market leader L’Oréal, holding a 25% market share, has chosen Türkiye as an industrial base to leverage its strategic geographic position, expanding market, and competitive costs. The group also operates one of its eight global innovation centers in Istanbul.

Despite the country’s competitive production capabilities and the rise of innovative and high-quality Turkish brands in recent years, 90% of sales are still generated from imported cosmetic products. France leads as the top supplier, benefiting from its reputation for quality and prestige, both in raw materials and finished cosmetic goods.



With an average per capita spending of €30—still well below the European average—Türkiye offers strong growth potential for the cosmetics sector.