Photo: @heyruuts / Instagram
Products
7 New Turkish Beauty Brands to Know Now
From fermented skincare to a razor subscription, a new generation of Turkish founders is rethinking the beauty shelf. Here are seven names worth knowing.
Text Ebru Kabacık
Over the past few years, local founders have been bringing fresh ideas to skincare, haircare, and body care, with modern formulations and locally sourced ingredients. Sustainability is another common thread, reflected in both the formulas and the packaging.
These are the seven we’re loving right now.
Aparpé
Founder: Bedia Günaydın
Wonderflaw’s pick: Aparpé Repairing Night Cream
Why we picked it: A moisture-locking formula that helps keep skin plump and radiant.
Price range: 450-2,150 TL
Founded by fashion photographer Bedia Günaydın, Aparpé takes a less-is-more approach to skincare, building every formula around the skin’s natural balance. Naturally derived ingredients run throughout the range, from micellar water and moisturizers to solid shampoo, conditioner, leave-in hair cream, soap, and cleansing gel. Aparpé’s sleek packaging is made from recycled materials.
Olathe
Founder: Şule Karaok Akdeniz
Wonderflaw’s pick: Olathe Cornerstone Azelaic Milk Serum
Why we picked it: The lightweight milky texture absorbs quickly, helping improve the look of dark spots. It’s particularly well suited to combination, oily, and acne-prone skin.
Price range: 909-1,399 TL
Biologist and content creator Şule Karaok Akdeniz launched Olathe with a focus on skin health. A cleansing oil, serum, moisturizer, and dietary supplement round out the collection, all formulated with antioxidant-rich ingredients.
Like Weekend
Founder: Seda Öncü
Wonderflaw’s pick: Like Weekend Futureglow Radiance Face Cream
Why we picked it: Gentle exfoliation meets lasting hydration in this moisturizer, leaving skin smoother, and softer.
Price range: 940-1,950 TL
Like Weekend embraces skinimalism with formulas built around fermented ingredients, its signature klotho peptides, and hyaluronic acid, spread across a serum, moisturizer, face mist, and lip balm. Inspired by the Mediterranean’s understated beauty and its slower, more intentional way of living, the brand brings that same effortless spirit to skincare.
ruuts
Founders: The team behind menstrual care brand beije
Wonderflaw’s pick: ruuts Starter Kit
Why we picked it: A gentle choice that works especially well for sensitive skin.
Price range: 303.04-472.17 TL
ruuts brings a subscription model to shaving. After purchasing the starter kit, replacement razor cartridges arrive every two months. Each blade features a built-in moisturizing strip to help reduce irritation, and the brand also offers a shaving cream. Staying true to its sustainability mission, ruuts uses recycled plastic for its razor handles.
DE TULUM
Founder: Ece Tuncel
Wonderflaw’s pick: DE TULUM Bronzaura Glow
Why we picked it: A bronzing stick that works just as well at the beach as it does after dark.
Price range: 1,395-1,895 TL
DE TULUM takes its cues from the sunsets of Mexico’s Tulum coastline, creating products that leave skin with a radiant, sun-kissed finish. Founded by influencer Ece Tuncel, DE TULUM’s collection includes glow sticks for the face and body and the Lip Duo, a two-in-one lip liner and gloss.
Niopria
Founder: Eda Kurt
Wonderflaw’s pick: Niopria 90’s Blowout Volumizing Mousse
Why we picked it: An easy way to create fuller-looking, bouncier hair.
Price range: 439-849 TL
Big, bouncy blowouts are the inspiration behind Niopria, influencer Eda Kurt’s haircare brand. Its signature volumizing mousse is applied to damp hair before blow-drying. There’s also a thickening shampoo and the Hair Gloss leave-in treatment, with more launches on the way.
Mazel Haircare
Founder: Cristina Elif Boboc
Wonderflaw’s pick: Mazel Haircare Baby Girl Detangler & Multi Functional Hair Spray
Why we picked it: This leave-in spray detangles, hydrates, and softens in one step.
Price range: 359-749 TL
Cristina Elif Boboc’s own hair makes a convincing case for her haircare brand. Rosemary water, chamomile water, leave-in treatments, hair oils, and hair perfumes are all part of the cruelty-free collection.
