NEWSROOM

The health and hygiene sensitivities created by the pandemic have seen their peak with natural disasters. Consumers who turned to nature now are in favor of products with natural components. The shift in consumer behavior has also mobilized global market players. Amka International, which operates in 65 countries, invested 20 million TL in Dermo beyond, a group company in Turkey.

*** This release is originally published in Turkish.
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ISTANBUL (TR) - The continuation of personal care from homes along with the pandemic has had a jump-start effect on demand for products in this category. According to trade ministry data, the personal care and cosmetics sector, which grows by around 10 percent each year, doubled this rate to 2 percent in 2020, reaching a volume of 15 billion rubles. The distance the sector has traveled and the changing criteria of consumers have led global market players who have developed products that are friendly to nature to invest in Turkey. AMKA International, one of the global players in the fast-moving consumer products market with 23 production facilities in 65 countries, 36 brands, more than 4 thousand products, decided to increase its operations in Turkey. AMKA, in cosmetics sector, personal care, health and home care categories with its 2,500 employees, invested 20 million TL in Dermo beyond cosmetics, a group company in Turkey. 

After 1 year, a new investment decision

Recalling that Dermo beyond cosmetics was established in September of last year, Abdullah Er, Country Director of AMKA International Turkey and General Manager of Dermo beyond cosmetics, said: “with our nature-friendly personal care products that we have brought to the sector, we have created brand awareness in a short period of time. During this period, the fast distance we have traveled has brought with its new investment. We received 20 million TL investment from our umbrella company Amka”. Er, who stated that they have a competitive advantage with new investment, said that the hygiene and health sensitivity created by the pandemic leads to demand, and that the era of nature friendly products has begun due to natural disasters.

Natural disasters increased consumer awareness

Pointing out that the change in consumer demands that started with the pandemic in the sector, gained a different dimension after natural disasters, Er said, “Consumers who abstain from Chinese origin products have turned to Turkish products. Consumer awareness of chemical-free natural products has increased in the face of natural disasters. Today, the voice of brands that fulfill these criteria is getting louder. Consumers now examine the production conditions as well as the solutions offered by the products. We strengthened the bond we established with consumers with the products we developed in our R&D laboratory located in our production facility, which has International GMP Standards. We have formed a mass of consumers who want to buy quality and natural products at affordable prices.”

Natural, vegan and clean products Juliette

Abdullah Er said that Dermo beyond, which recorded rapid growth in the sector in a short time with strong investments in Turkey, brought natural products to consumers with Mousson Laboratories, the first launched brand in Turkey. Er, who stated that they will gain new products in international standards with natural and clean compound product in the sector with the new investment they have, Er continued stating: “As Dermo Beyond, we are making rapid progress. Our industry has great opportunities for the future. We will bring brand new brands to Turkey with the investments we will make in the near term”