K-beauty exports to Turkey surged 80% year-on-year in the first four months of 2026, reaching USD 48.7 million and ranking Turkey as the 20th largest export market for Korean cosmetics. The growth is fueled by the ‘Glass Skin’ trend, with functional skincare products gaining traction among Turkish consumers. This signals a key opportunity for Korean OEM/ODM suppliers and brands eyeing expansion into Turkey’s strategic market bridging Europe, the Middle East, and Central Asia.
Market signal
K-beauty exports to Turkey have maintained a steady upward trajectory over the past three years, with growth rates of 79% in 2023, 25% in 2024, and 31% in 2025, according to the Korea Cosmetic Association. The Korea Cosmetic Industry Institute attributes this growth to the ‘Glass Skin’ trend, popularized by the Turkish hashtag ‘#camcilt’ on TikTok and Instagram among Gen Z and Millennials. Korean skincare routines—double cleansing, hydration layering, and sun protection—are being widely adopted by local influencers, boosting interest in Korean brands.
Import market position
In Turkey’s HS 3304 import market, Korea ranks third after France and Germany. In 2024, Korean cosmetic imports to Turkey reached approximately USD 71.1 million (KRW 98 billion). The Korea International Trade Association (KITA) Middle East office reports that demand is shifting from low-cost trial products like sheet masks to functional base skincare items emphasizing UV protection, skin barrier repair, acne relief, and moisturization.
Distribution channel evolution
Turkish distribution channels are diversifying. Online platforms like Trendyol and Hepsiburada remain key for brand exposure and consumer reviews. However, offline expansion is accelerating through H&B stores such as Watsons, Gratis, and Rossmann, which now operate dedicated K-beauty sections. Some global retailers are adopting a dual strategy: stocking Korean brands while launching their own private-label K-beauty lines. For example, Rossmann’s ISANA brand introduced a ‘Korean Skincare’ line in Turkey, prominently featuring ‘Made in Korea’ and ingredients like CICA, priced at 649 lira (approx. KRW 20,000) per cream—offering a more affordable K-beauty alternative.
Sourcing context
This trend presents new opportunities for Korean OEM/ODM manufacturers, as global H&B retailers seek Korean production capabilities for their private-label lines. However, KITA warns that Korean firms risk becoming mere manufacturing suppliers if they do not strengthen their own brand differentiation and Korean storytelling. The association advises companies to use PB partnerships as a stepping stone into global distribution networks while maintaining brand value distinct from retailer channel power.
What buyers should watch
Turkish cosmetics distribution is segmented by channel and price point: online platforms suit mid-to-low-priced daily-use products; premium beauty edit shops like Sephora and Sevil cater to global luxury brands; H&B stores dominate mass-market beauty. KITA recommends Korean companies align product functionality, price, and brand awareness with the appropriate channel. Additionally, counterfeit cosmetics pose a serious risk—KÜD’s 2024 report estimates 40% of cosmetics in Turkey are counterfeit, with about 20,000 unlicensed production facilities and a counterfeit market worth approximately TRY 50 billion (KRW 1.7 trillion). Buyers should prioritize verified supply chains and authorized distributors.
Strategic outlook
Turkey’s strategic location at the crossroads of Europe, the Middle East, and Central Asia, combined with its population of 86 million and GDP exceeding USD 1 trillion, makes it a promising emerging market for Korean consumer goods. The K-beauty momentum, driven by the Glass Skin trend and functional skincare demand, offers a clear entry point for Korean brands and OEM/ODM suppliers to establish a foothold in this dynamic market.
Source: Read the original report | Published: June 11, 2026