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The cosmetics sector in Turkey has been showing steady growth at an average rate of 10% each year since 2009. Exports of cosmetics, which reached $ 829 million in 2019, are expected to exceed $ 1 billion in 2020. The Turkish cosmetics company stepped into action for the Middle Eastern countries and the European market.

*** This release is originally published in Turkish.
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ISTANBUL (TR) - According to the Ministry of Commerce data, exports of cosmetics and personal care products in Turkey recorded an average growth of 10% each year. The sector has been steadily increasing for the last 10 years, except for the contraction experienced in 2009 due to the global economic crisis in the last quarter of 2008. While the export figure of the sector, which increased to $ 829 million in 2019, is expected to exceed $1 billion in 2020, Berkant Uluer, CEO of Mirana Cosmetics said that they aim to contribute to the expectations of the Turkish cosmetics industry for 2020 after the growth of 60% with their domestic products in 2019.

“Cosmetics exports will contribute to the national economy”

In 2019, Iraq took the largest share of Turkey's exports of cosmetics with $ 70.8 million, while Iran was second with $ 54.8 million and France was third with $ 42.3 million. Stating that the Middle East and European countries have a significant share in the export volume, Berkant Uluer said that since the last 5 years they have started to reach the Middle East and European countries besides Turkey.

Uluer said, “We offer a wide range of products from skin care, shampoo, hair dye to makeup removal products with 100% natural ingredients, which we have developed as a company founded entirely with domestic capital. Although 2019 has been challenging in many ways, we have grown 60% with our 60 million TL turnover sales and we will continue to be in foreign markets with the goal of 100 million TL turnover in 2020. Our goal is to contribute to the country's economy by exporting to the Middle East and European countries.”

“The share of natural care products in the market is only 5%”

Stating that Turkey has a serious potential in the cosmetics sector, but there are deficits in the development of natural content products, Berkant Uluer said, “The share of natural cosmetics and personal care products in the Turkish market is only 5%. This ratio should increase to at least 20% so that the current potential can position Turkey as a leading brand. As Mirana Cosmetics, we have started a war against all products that are fake and without banderols in Turkey based on this consciousness. With our 100% natural-sourced skin products, we will announce this Turkish brand to everyone in the world. Keeping up with the rapidly changing fashion trends, we continue to advance our R&D efforts in the best way possible to constantly update our product line with our trend-Following vision.”