Photo: Loupe
Skin
22 Brands Shaping Turkey’s Beauty Scene
In recent years, local beauty brands have been making their mark with products that celebrate Turkish heritage while embracing innovation. We’ve curated a selection of inspiring names shaping the future of Turkish beauty culture.
Text Ebru Kabacık
The local beauty scene in Turkey has never been more vibrant. Some brands honor tradition with familiar staples like rose water and cologne, while others experiment with modern formulas and fresh ideas. From skincare and makeup to hair and body care, this creative energy is redefining what beauty can mean here, making it all the more exciting.
Here are 22 Turkish beauty brands that have earned Wonderflaw’s seal of approval.
Homemade Aromaterapi
Founder: Aslı San Bilgin
Wonderflaw’s pick: Homemade Aromaterapi Rose Body Scrub
What began as a small Kuzguncuk shop in 2012 has grown into a pioneering name in Turkish aromatherapy. Aslı San Bilgin’s Homemade Aromaterapi is built on the healing properties of pure essential and cold-pressed oils, offering a 100% natural range across skincare, body, hair, and home care.
Lalive
Founder: Lal Saran
Wonderflaw’s pick: Lalive Sunscreen SPF 50+ Mineral Sunscreen
Formulated with olive oil sourced from Assos’ Koruoba Village, Lalive pays tribute to nature. Its naturally derived essentials turn self-care into a ritual that soothes both body and spirit.
Otacı
Founders: Niyazi Kurtsan and Meral Kurtsan
Wonderflaw’s pick: Otacı Herbal Shampoo with 10 Plant Extracts & Biotin
A true pioneer, Otacı has been a cornerstone of Turkish beauty culture since 1955. Its name means “healer,” a nod to its roots in botanical and pharmaceutical expertise. With refreshed packaging and new active ingredients, Otacı continues to evolve while staying true to its nature-inspired philosophy.
Soulqin
Founder: Prof. Dr. Hüveyda Başağa
Wonderflaw’s pick: Soulqin Youth Serum
Combining science and skincare, Soulqin was founded by Prof. Dr. Hüveyda Başağa, an expert in molecular biology and nanotechnology. The brand’s patented technology enhances the power of quercetin—a potent antioxidant—for visibly stronger, more resilient skin.
The Purest Solutions
Founders: Alim Ozan Evliyaoğlu and Hazal Evliyaoğlu
Wonderflaw’s pick: The Purest Solutions Hydrating Gentle Cleanser
True to its name, The Purest Solutions believes in simplicity. Its clean, fragrance-free, vegan formulations focus on what truly works, no parabens, alcohol, or dyes, and never tested on animals. The brand recently ventured into makeup with its debut foundation line.
ADVB
Founder: Şeyda Erdoğan
Wonderflaw’s pick: ADVB Trust Me Eyeshadow Palette
Founded by beauty influencer Şeyda Erdoğan, ADVB is a gender-inclusive makeup brand that celebrates individuality. With its bold pigments, creamy textures, and versatile lip tints, the brand champions makeup as a form of self-expression.
Matsu
Founder: Çisil Koşar
Wonderflaw’s pick: Matsu Extension Shampoo
Known for its elegant hair perfumes, Matsu combines care and sophistication across hair, skin, and body products. The brand’s use of seaweed extract adds a unique touch, while its vegan and cruelty-free ethos keeps it in step with modern values.
Cream Co.
Founders: Rana Erginbilgiç and Emir Unan
Wonderflaw’s pick: Cream Co. Hyaluronic Acid & Peptide Serum
Playful yet performance-driven, Cream Co. brings color to clean beauty. The vegan, toxin-free lineup includes skincare staples like serums and toners alongside multitasking makeup favorites such as Glow Tints and 3-in-1 lip balms.
Abtira Garden
Founder: Anna Batyra Uçer
Wonderflaw’s pick: Abtira Garden Blush 5% AHA Face Toner
Minimalism meets mindfulness in Abtira Garden’s plant-based skincare. Founded by Anna Batyra in 2017, the brand centers around simplicity, ritual, and connection, offering skincare, body care, and thoughtful extras like self-care journals and facial tools.
Pelcare
Founder: Eda Sürücü Kaya
Wonderflaw’s pick: Pelcare Tropical Coco Multi-Use Dry Oil
Pelcare’s clean, plant-based formulas blend floral waters, cold-pressed oils, and adaptogenic botanicals. Its collection, spanning serums, mists, and oils, reflects a sensorial yet purposeful approach to beauty.
Urban Care
Founder: Selen Yorgun Tavit
Wonderflaw’s pick: Urban Care Expert Series Biotin & Caffeine Hair Tonic
Since 2013, Urban Care has been redefining hair and body care with a modern, eco-conscious approach. Its vegan, sulfate-free, and silicone-free formulas combine effective ingredients with a respect for nature and the planet.
Ino Beauty
Wonderflaw’s pick: Ino Beauty Catch Glow Shimmering Moisturizer
Radiance in a bottle is Ino Beauty’s signature. Infused with marine collagen, its products, from tinted sunscreens to glow balms, deliver a fresh, luminous finish that enhances skin’s natural vitality.
Lunova Skin
Wonderflaw’s pick: Lunova Gloss Lip Therapy
Lunova Skin embraces skinimalism with a curated collection of multitasking essentials—a serum, moisturizer, and lip balm that keep daily routines effortless and effective.
Loupe Organics
Wonderflaw’s pick: Loupe Organics Clary Sage, Eucalyptus & Vetiver Deo Roll-On
Loupe Organics takes a fresh, gender-neutral approach to deodorant. Vegan, aluminum-free, and scented with organic essential oils, its range now extends into thoughtful bodycare essentials.
Pure Project
Founders: Gözde Tansuğ and Cansın Tansuğ
Wonderflaw’s pick: Pure Project Ylang Ylang Hand & Body Lotion
Created by chemical engineer Gözde Tansuğ and her daughter Cansın, Pure Project unites science and simplicity through plant-based formulas. The range spans skincare, haircare, and bodycare, including gentle products for babies and children.
Rosaqua
Founder: Naz Erçetin Kocakıran
Wonderflaw’s pick: Rosaqua Pure Rose Water
Founded by Naz Erçetin Kocakıran, Rosaqua carries on a family legacy of rose oil distillation dating back to 1958. Rooted in Isparta’s rose fields, the brand offers a naturally derived collection of perfumes, rose water, moisturizers, and serums that reflect the timeless essence of the Turkish rose.
Gülsha
Founder: Gülşah Gürkan
Wonderflaw’s pick: Gülsha Ultimate Rose Water
Rooted in a family heritage of rose oil production since 1965, Gülsha captures the spirit of Isparta’s rose gardens. Free from parabens, silicones, and artificial fragrances, its minimalist rose-based range brings a modern touch to a timeless ritual.
So Fly
Founder: Sebile Ölmez
Wonderflaw’s pick: So Fly Poff Poff Sponge
Influencer Sebile Ölmez founded So Fly in 2019 with a collection of makeup sponges and brushes. Today, the brand has evolved into a full skincare and makeup line, offering sunscreens, serums, and daily essentials designed to make routines more fun and approachable.
Etem Ruhi
Founders: Fırat İşbecer and Fatih İşbecer
Wonderflaw’s pick: Etem Ruhi Fragrant Splash Citrus Blend
Originally a beloved Istanbul cologne brand from the 1950s, Etem Ruhi has been revived by the founder’s grandsons. Its bright citrus blends with lemon, bergamot, and mandarin honor a rich heritage while reimagining it for today.
Euphrosyn
Wonderflaw’s pick: Euphrosyn Coconut Toothpaste
Euphrosyn turns everyday oral care into something joyful. Its fluoride-free, gluten-free, and sugar-free toothpaste lineup, ranging from coconut to watermelon and passion fruit, proves that even brushing your teeth can feel like self-care.
