Competitive Landscape
Leading Brands Strengthen Their Positions through Innovation and Adaptation
The skin care landscape in Turkey in 2025 was moderately concentrated, with the top three manufacturers collectively holding 45% of retail value sales. L’Oréal Turkiye Kozmetik San ve Tic AS led with a share of 19%, followed closely by Nivea Beiersdorf Turkey Kozmetik San Ve Tic AS at 16%, and Naturel Kozmetik Ticaret AS seeing a significant ascent to 11%.
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Overview:
Understand the latest market trends and future growth opportunities for the Skin Care industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Skin Care industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Skin Care in Turkey report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Skin Care in Turkey?
- Which are the leading brands in Turkey?
- How are products distributed in Turkey?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Skin Care in Turkey - Category analysis
Key Data Insights
Turkish Consumers Embrace K-Beauty and Digital Channels, Driving Sales Growth
Turkish Consumers Embrace K-Beauty and Digital Channels, Driving Sales Growth
Facial Care Leads Value Growth While Hand Care Sees the Strongest Expansion
For Cleansing, Consumers Value Clean Solutions Prioritising Skin Health
Brands Capitalise on K-Beauty Influence to Engage Consumers
Sustained Growth to Be Driven by Tailored Routines and Ingredient Focus
Facial Care Will Continue to Dominate Value, with Cleansers Seeing Innovation
Social Media and Beauty Tech Collaborations Will Reshape Consumer Engagement and Innovation
Leading Brands Strengthen Their Positions through Innovation and Adaptation
Offline Retail Dominates, While E-Commerce Drives Rapid Growth
Curated K-Beauty and Premium Beauty Studios Reshape Retail Experiences
Beauty and Personal Care in Turkey - Industry Overview
Strong Growth Driven by Economic Recovery and Evolving Consumer Behaviour
Key Data Insights
Strong Growth Driven by Economic Recovery and Evolving Consumer Behaviour
Skin Care Leads Value Sales, While Colour Cosmetics Shows Rapid Expansion
Maruderm’S Clean Formulations Elevate Sustainability Appeal
Retailers’ Private Label Strategies Reshape Consumer Engagement
Consumers to Drive Robust Growth through Evolving Preferences and Economic Factors
Skin Care Will Lead Value Sales While Baby and Child-Specific Products Set to Expand the Fastest
Brands and Retailers to Innovate with Digital, Personalisation, and Sustainability Strategies
Leading Manufacturers Consolidate Shares Amid Evolving Consumer Demand
Strategic Acquisitions and Innovative Launches May Reshape the Competitive Dynamics
Health and Beauty Specialists Extends Its Lead, Although Overall Offline Retail Gradually Cedes Ground
E-Commerce Rapidly Expands as Digital Innovation Transforms Shopping Habits
Avon and Watsons Partnership Integrates Direct Selling with Omnichannel Retailing
Country Reports Disclaimer
The following categories and subcategories are included:
Skin Care
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
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- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
Skin Care
This is the aggregation of facial care, body care, hand care and skin care sets/kits.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Skin Care research and analysis database.
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