Summer 2023
Models
Alexandra Pletnyova
Farmasi
Istanbul
Turkey
FMD-ID
BR17605
Phone
+90 216 430 19 99
Website
About
Farmasi is a Turkish beauty and personal care brand founded in 2004 by Dr. Cevdet Tuna, building on his family's 72-year history in the cosmetics and health industry that dates back to 1950. The company started as a manufacturer of pharmaceuticals and expanded into cosmetics, emphasizing high-quality, affordable products with a focus on natural ingredients, cruelty-free formulations, and certifications like GMP, FDA, HALAL, and ISO 9001. It's particularly noted for its Halal-certified products, which appeal to Muslim consumers and those seeking ethical beauty options. Farmasi positions itself as "affordable luxury," offering a wide range of makeup, skincare, haircare, fragrances, and wellness supplements, often compared to high-end brands but at budget-friendly prices.
The brand operates through a direct-selling model via multi-level marketing (MLM), allowing individuals to become "Beauty Influencers" to sell products, earn commissions (up to 50% on personal purchases and sales), and build teams. This model started in Turkey in 2010 and has expanded globally, with Farmasi ranked #28 in the world for direct-selling cosmetics and nutrition companies. As of 2025, the global cosmetics market is projected to reach $463 billion by 2027, and Farmasi is capitalizing on trends like ethically sourced, clean beauty products.
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