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Turkey is on the way to become a brand in cosmetics: Exports to 120 countries

The cosmetics industry, which entered new markets during the epidemic process, continues to increase its exports. President of the Association of Cosmetic Manufacturers and Researchers (KUAD), Levent Kahriman, said, “According to the data of the Ministry of Health, there are around 3,600 production sites. Many companies in Europe and the Middle East produce here. We are an alternative production center.”

The cosmetics industry, which entered new markets during the new type of coronavirus (Covid-19) process, continues to increase its exports.

At the 5th International Cosmetics Congress held in Antalya by the Association of Cosmetic Manufacturers and Researchers (KUAD), sector representatives, accompanied by local and foreign academicians, evaluated environmentally friendly products and packages that will provide zero carbon emissions.

KUAD President Levent Kahriman told Anadolu Agency (AA) that the cosmetics industry in Turkey dates back to the late 1800s and has a history that cannot be underestimated.

Noting that there is a perception that foreign companies dominate in cosmetics in Turkey, Kahriman noted that there are cosmetics companies that have over 100 years old in the country.

Stating that they created a small museum within the scope of the congress to reflect these, they exhibited fragrances and materials used in the field of cosmetics in the museum, and said that they also shed light on the history of cosmetics with the museum.

Kahriman stated that Turkey is the land of roses and that soap, which was used for cleaning for a while, was used for beauty for the first time by a Turkish entrepreneur.

Pointing out that Turkey is an important country in the field of cosmetics in the world, Kahriman said, “According to the data of the Ministry of Health, there are around 3,600 production sites. Many companies in Europe and the Middle East produce here. We are an alternative production center. We are a country that produces very good creams, perfumes and shampoos. We have a lot of human resources and a lot of diversity. Bio, natural and technological cosmetics are now among the countries where R&D is carried out in our country. Turkey will also be a country of cosmetics.”

THE DEMAND FOR COSMETIC PRODUCTS INCREASED DURING THE EPIDEMIC

Congress President Fuat Arslan said that Turkish cosmetics companies have reached an important potential not only in the country but also in the world.

Stating that exports are ahead of imports in the sector, Arslan said that exports amounted to $1.1 billion and that they are one of the rare sectors where there is no current account deficit.

Arslan stated that the sector, which has been making continuous progress, gained a significant momentum during the epidemic process.

Explaining that the industry could integrate into the epidemic process very quickly, Arslan said, “New approaches during the pandemic process, changes in new consumer habits increased the interest in cosmetics. Especially in the hygiene products category, sales were made at incredibly high rates during the pandemic period. During the epidemic, the sector did not shrink, on the contrary, it grew more. The sector, which grows by an average of 10% every year, has achieved a growth of 20% especially in the last 2 years.”

Noting that the trade volume of the world cosmetics industry is expected to increase to $500 billion in the following years, Arslan stated that Turkey will continue to take its share from this pie by increasing it.

“TURKEY IS ON THE PATH TO BE A BRAND IN COSMETICS”

Arslan stated that the interest in Turkish products is increasing every year and said:

“Our industry uses different advantages such as geographical location and young generation very well. We expect Turkey to turn into a cosmetics production base in the coming periods. They are now at the point of developing cooperation with local managers with global brands. At the export point, we had the opportunity to open up to new markets, especially during the pandemic process. We have developed cooperation with many countries that we did not export to before. We still export the most to the Iraq region. We have created export channels to many countries in the USA, Europe and the Far East. We export to 120 countries. We expect a higher-than-expected export in the next year.”

Emphasizing that Turkish companies also accomplished very successful projects, Arslan noted that they increased their participation rates in international fairs and always prepared themselves for new trends.

Arslan stated that the most exports from Turkey are made in hair, skincare products, color cosmetics and hygiene products, “Turkey is on the way to become a brand in cosmetics.”

Source: Sabah / Translated by Irem Yildiz

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