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The rapidly growing cosmetics industry in Türkiye is preparing to tap into the global popularity of Turkish television dramas as part of a new export-driven marketing strategy, aiming to bring locally produced cosmetic products to international audiences through on-screen exposure.
According to information shared at the ninth International Cosmetics Congress held in the Belek Tourism Center in Antalya, the Cosmetics Manufacturers and Researchers Association, known by its Turkish acronym KUAD, is working on a plan to integrate Turkish cosmetic products into TV series that are widely watched abroad, particularly in the Middle East and Latin America.
Speaking to Anadolu Agency on the sidelines of the congress, KUAD Chairman Levent Kahriman pointed out that the Turkish cosmetics sector has reached an export volume of approximately $1.7 billion this year. He underlined that the sector has been scaling up steadily, noting that Turkish manufacturers not only produce cosmetics on a contract basis for globally known brands but have also started to build up their own brands.
Kahriman emphasized that the industry now has the capacity to reach markets around the world and that KUAD has been rolling out several projects to increase Türkiye’s share in the global cosmetics market. One of the most prominent of these projects centers on using the international reach of Turkish TV dramas as a marketing channel.
Kahriman explained that Turkish TV series are followed closely in many regions, especially across the Middle East and Latin America, yet Turkish cosmetic products have so far remained absent from these productions. He said KUAD plans to change this by developing what he described as location-based marketing, where cosmetic products would be placed naturally within the narrative and setting of TV series.
In his words, KUAD sees Turkish dramas as a proven cultural asset that has already gained strong international recognition, and he suggested that combining this strength with other domestic values, such as cosmetics, could help create a meaningful synergy rather than keeping these sectors separate.
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Within this strategy, historical TV dramas are seen as particularly valuable. Kahriman stated that period dramas attract strong interest abroad and provide a suitable framework to introduce traditional cosmetic practices rooted in Anatolia and the Ottoman Palace. He indicated that showcasing historical formulations, plants, and cosmetic traditions associated with these settings could resonate with target audiences and spark curiosity about Turkish products.
The association believes that linking cosmetics to cultural storytelling will help build emotional connections with viewers, making Turkish cosmetic brands more recognizable and appealing in foreign markets.
Kahriman also said that preliminary talks have already been held with public institutions and that these discussions have yielded positive initial feedback. He added that KUAD is now moving forward with meetings involving relevant partners and is in the process of drawing up a strategic action plan.
According to Kahriman, this planning phase is expected to be completed in January, after which concrete steps will be rolled out in sequence. As part of the initiative, local cosmetic brands are expected to gain visibility within Turkish TV series broadcast internationally, with the expectation that this exposure will help drive interest and demand abroad.
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