Turkey’s target in the cosmetics market: Top 100 in direct sales

An important news for the Turkish cosmetics industry, which is growing steadily in domestic and international markets, came from New Well. Yildirim Haciabdullahoglu, Vice Chairman of the Board of Directors of the brand, said, “With the wide product range of the New Well brand, which we established with our 35 years of experience in the sector, we are expanding abroad, starting from France, the homeland of cosmetics.”

According to the data of the Ministry of Commerce, while the cosmetics and personal care market in our country grows by an average of 10% every year, the export volume is constantly increasing. The sector, which closed 2020 with an export of $953.3 million, plans to grow one more step by the end of this year.

Yildirim Haciabdullahoglu, Vice Chairman of the Turkish brand New Well, which exports to France, which is known as the homeland of cosmetics, and Chairman of the Board of Global Network, evaluated the performance of his company in 2021 and made the following statement:

“We will continue to increase our country’s export revenue by expanding our volume in the global market with our New Well brand, which we established with our 35 years of experience in the industry. We aim to expand our brand, which currently has 35 stores, to the west with France and to the east with Azerbaijan, and to increase our total number of stores to 200 within 2 years.”


Stating that the global cosmetics market, worth $422.72 billion in 2020, is expected to reach $558.12 billion with an average increase of 4.8% every year until 2026, Yildirim Haciabdullahoglu, Vice Chairman of the Board of New Well, said, “Our most important goal is to get the largest share from this growth as a country. In this direction, we aim to expand our brand by opening 200 stores abroad in two years, to carry our flag to as many countries as possible, and to contribute to the Turkish economy by providing foreign currency inflows.”

Representing the second generation of the family company, whose roots go back to Tahtakale, Yildirim Haciabdullahoglu said, “During my career that started in 2005, I managed many domestic and foreign brands. I am proud to successfully represent our country abroad while developing and growing myself, our brands and our company.”


Stating that his greatest motivation is his desire to share, Yildirim Haciabdullahoglu said, “We are partnering with many projects to increase the added value of the brands I manage, and we are working to expand our business network.

After becoming the export champion in the disinfectant industry in 2020, we decided to step up our Dr. Clinic brand to operate in the skin products category and grow with networking marketing.

We have achieved much more success than we expected and we decided to expand globally in order for our brand to enter the top 100 in direct sales. We foresee more of this success for New Well, and we are happy to bring another Turkish brand to the world.”

Source: NTV / Translated by Irem Yildiz

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