By Homogram | Consumer Research Insight | April 2025
Data Reveals Turkish Shift Toward Natural Skincare Choices
As part of Homogram’s ongoing consumer trend analysis, we conducted a nationwide study on beauty and skincare preferences in Türkiye. The results are clear: Turkish women—especially those aged 25 to 40—are making more thoughtful choices about the products they use on their skin. In fact, 70% of respondents in this group say they prioritize skincare made with natural ingredients over synthetic or heavily processed alternatives.
Figure 1. Skincare Ingredient Preferences by Age Group in Türkiye
Figure 1 illustrates the skincare ingredient preferences among Turkish women aged 25 to 40. Across all age groups—25–30, 31–35, and 36–40—approximately 70% of respondents express a preference for skincare products made with natural ingredients. In contrast, synthetic or heavily processed options are significantly less favored, with the 25–30 age group showing the strongest inclination toward natural formulations.
This trend goes beyond global interest in clean beauty. In Türkiye, it’s deeply rooted in local culture and trust in natural, heritage-rich ingredients that have been used for generations.
The Most Popular Ingredients: Local, Familiar, and Trusted
Our research identified several natural ingredients that are especially favored by consumers:
- Rose Water from Isparta: Valued for its calming and toning properties, this traditional beauty staple is both effective and symbolic of local craftsmanship.
- Olive Oil from Ayvalık: Used for centuries in Turkish households, olive oil is praised for its moisturizing and nourishing benefits, particularly in face and body care.
- Lavender-Based Products: Known for its soothing scent and skin-friendly properties, lavender sourced from Turkish regions such as Isparta is gaining ground in wellness-oriented skincare.
Figure 2 presents the percentage of respondents who favor specific local ingredients in their skincare products.
Figure 2. Popularity of Local Natural Skincare Ingredients in Türkiye
Rose water from Isparta is the most preferred, with 37% of participants highlighting its calming properties and symbolic value. Olive oil from Ayvalık follows closely at 34%, recognized for its moisturizing and nourishing effects. Lavender-based products, favored by 29% of respondents, are appreciated for their soothing scent and skin-friendly qualities. These ingredients are not just effective—they’re also culturally meaningful, giving brands an authentic story to tell.
What’s Driving This Shift?
Turkish consumers today are more ingredient-conscious than ever before. They are reading labels, researching product origins, and making purchasing decisions based on transparency, sustainability, and safety. This aligns with a broader global trend toward “clean beauty,” but in Türkiye, it also reflects a desire to support local producers and return to natural solutions rooted in tradition.
Social media has also played a major role. Influencers and dermatologists on platforms like Instagram and TikTok regularly share routines that highlight natural, locally sourced products—shaping consumer behavior in real-time.
What This Means for Beauty Brands
At Homogram, we help brands turn local insights into market strategies. Our findings suggest that beauty companies looking to grow in Türkiye should:
- Highlight natural ingredients prominently in their packaging, marketing, and online presence.
- Promote local sourcing, especially from regions like Isparta (for roses and lavender) and Ayvalık (for olive oil), to build brand trust and emotional connection.
- Be transparent about product formulations. Consumers are actively seeking clean, honest brands that clearly communicate what goes into their products—and why.
Natural doesn’t mean basic. Brands that pair efficacy with authenticity—and tell the story behind their ingredients—can stand out in a crowded market.
How Homogram Supports Your Growth in Türkiye’s Beauty Sector
Whether you are launching a new line, repositioning an existing product, or entering the Turkish market for the first time, Homogram provides the consumer intelligence you need to succeed.
We offer:
- Market research on local skincare trends
- Ingredient-focused consumer behavior analysis
- Brand positioning and storytelling strategies tailored for Turkish audiences
- Product-market fit studies to guide formulation and packaging decisions
The beauty buyers are making informed, mindful choices. Homogram helps you understand what they value—and how to meet those expectations with confidence.