The history of international beauty brands in Turkey is relatively short. It was only around 25 years ago — when today’s savvier beauty consumer was still in cloth diapers — that foreign brands were allowed in during the economically liberal 80s that followed the dark days of a military coup. But Turks are learning fast. When even the sultry male performers of the country’s myriad pop channels won’t get out of bed without a smudge of black eyeliner and mascara, you know the beauty industry must be onto a good thing.
According to Euromonitor International, the cosmetics and toiletries industry in Turkey reached sales of $1.4 billion in 2009, up from $1.36 billion in 2008 and $1.29 billion in 2007, an average increase of about 5 percent per year.
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