Turkish Cosmetics Industry Exports to More Than 190 Countries

As personal care gains increasing importance in our time, interest in the cosmetics sector is also growing. As demand for cosmetic products and consumption rates rise, this growth is reflected positively in product diversity. Cosmetics, being one of the most important subsectors of the chemical industry, holds a significant position in terms of its value-creation potential. Looking at developments in the sector, especially over the last 10 years, we see that the Turkish cosmetics sector has grown rapidly, our companies have increased product diversity, and accelerated brand investments. Market dynamics, rising demand, and the influence of a young population make Turkey's cosmetics sector an attractive point for foreign investment. The cosmetics sector globally is valued at around EUR 300 billion. Turkey's cosmetics sector domestic market size is approximately EUR 3 billion. Research shows that demand for cosmetic products does not fall even during crisis periods; in fact, demand increases. This development is important data in terms of revealing the market's growth potential. Many factors influence the development of Turkey's cosmetics sector. One of these is our geographic position, and another is the young population and the resulting rapid increase in cosmetic consumption. Additionally, increased demand for organic and plant-based products, changes in the European Cosmetics Industry, both high-quality production capacity and logistical advantages leading to production shifting to Turkey, growing e-commerce, and the high cost of imported products are emerging as new opportunities for our cosmetics sector. The Turkish cosmetics sector today exports to more than 190 countries. Over the last 10 years, cosmetics exports have increased by 170 percent. In 2016, we exported USD 1.05 billion in cosmetics.

The leading countries in our cosmetics exports were Iraq, Iran, United Kingdom, Russia, Germany, France, Saudi Arabia, United Arab Emirates, Netherlands, and Romania.

In the eight-month period of 2017, cosmetics exports reached USD 731 million. During this period, the countries to which we exported the most were: Iraq, Iran, United Kingdom, Germany, Russia, France, Netherlands, Saudi Arabia, United Arab Emirates, and Israel. Looking at the countries to which we export the most, we see that in the top 10, alongside our neighboring countries, European countries also occupy important markets. The Turkish Cosmetics Sector, through years of exporting to Europe, is in a good position in terms of quality and compliance with EU and international standards. Both our product quality and proximity to European markets create an advantage in exports to this region. At the same time, our production and exports to Europe raise our companies' perception and build confidence in Far Eastern and African markets. With product groups such as soap, hair care products, and wet wipes, we hold a competitive position in the global cosmetics sector. We rank among the leading producers in these products. Additionally, in colored cosmetics, which we call makeup products, our companies show increasing product diversity, exports, and brand investments. Looking at consumption figures, we see that Turkey still lags behind Europe and developed countries' averages. There is a close relationship between countries' level of development and cosmetics consumption rates. While per capita cosmetics consumption in our country is around EUR 26, in Northern European countries such as Sweden, Norway, and Denmark, where consumption in Europe is highest, this figure reaches EUR 190-200. As you move toward southern Europe, these figures decrease below these levels. The cosmetics sector has very high value-added export potential. We emphasize the importance of our companies' participation in international trade fairs, which is important for our companies to introduce themselves in foreign markets, to see innovations and trends in the sector, to see where their competitors stand, and to establish new connections. As İKMİB, we organize national participation in international sector meetings such as Cosmoprof Bologna, Dubai Beautyworld, and Cosmoprof Asia. At the same time, we conduct trade missions to target countries, invite companies from abroad to our country, and organize purchasing delegations. Murat AKYÜZ / Istanbul Chemical Substances and Products Exporters Association (İKMİB) Board Chairman