From Global to Turkey — with Power

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Who we are

We bring the world’s most coveted beauty houses to Türkiye — and make them thrive.

Founded in Istanbul in 2019. Import, regulation, retail and marketing under one roof — from customs to counter.

Bring your brand to Türkiye
Tell us about your house — your message goes straight to the founding team.
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01 — The Market
$580M
Türkiye’s selective beauty market · 2025, YARS estimate
A market growing too fast to ignore.

Türkiye’s beauty market grew 12% last year. Behind it: a population of 86 million with a median age of 35, 32 million online shoppers and a beauty culture that trades up fast. The world’s finest houses are arriving — the window is open.

$4.7BBeauty & personal care market, Türkiye · 2025
+12%Beauty market growth, 2025
32MOnline shoppers · ETBİS 2025
86MPopulation, median age 35 · TÜİK 2025
Sources: TÜİK, ETBİS (2025), Statista / StrategyHelix (2025). Selective market size is a YARS estimate based on retailer data.
02 — What We Do

From customs to counter, in-house.

01
Regulatory & Import
Product registration, customs clearance and logistics — handled end-to-end by our own team, no intermediaries.
02
Retail Execution
Dedicated beauty advisors, merchandising and training across Türkiye’s most selective doors.
03
E-commerce & Marketplaces
Brand stores and marketplace operations across Trendyol, Hepsiburada and beyond.
04
Marketing & PR
360° activations — digital campaigns, influencer collaborations, PR and in-store events.
05
Data & Reporting
Monthly sell-in / sell-out reporting to every brand principal. Full transparency, powered by our in-house ERP.
03 — Brand Building

Growing the brand in Türkiye is the heart of what we do.

Four disciplines, one team — from the first post to the magazine page.

Social media & creators
We translate the house’s global voice into Türkiye’s — content planning, influencer partnerships and content created specifically for this market.
Collaborations include Duygu Özaslan, Burcu Esmersoy, Ece Sukan, Camille Razat, Valerie Dayan, Rüya Büyüktetik, Polen Sarıca, Ertuğrul Koçlar and Hüseyin Kaygusuz.
Retail marketing investments
Joint campaigns, in-store visibility and staff training with our retail partners — investments that make the brand visible on the shelf too.
Homepage positioningCustomised brand pagesMailing & newslettersMeta ads
Events
Launches and private events that bring the house face to face with press, creators and retail teams — the right venue, the right guest list, flawless hospitality.
Press & Influencer Event
Press & new media
Long-standing relationships with magazines and digital titles keep our brands on the right pages, in the right context.
Press highlights
Print advertisements
04 — Portfolio

Brand Portfolio

Five houses, one standard of excellence.

Noble Panacea
Luxury Cosmetics

Noble Panacea

Noble Panacea is a high-performance, science-driven skincare brand rooted in precision formulation and innovative delivery technology.

Discover the brand →
Augustinus Bader
Luxury Cosmetics

Augustinus Bader

Augustinus Bader combines advanced stem cell science with luxurious skincare to support skin renewal, delivering visible results and timeless radiance in every formula.

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Veronique Gabai
Niche Fragrances

Veronique Gabai

Veronique Gabai offers luxurious, Mediterranean-inspired fragrances crafted in Grasse, blending elegance, nature, and personal expression in every scent.

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Mario Badescu
Selective Cosmetics

Mario Badescu

Mario Badescu delivers targeted skincare solutions rooted in botanicals and simplicity, offering iconic products trusted for clear, healthy-looking skin since 1967.

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Carroten
Active Cosmetics

Carroten

Carroten combines advanced sun protection with skin-loving ingredients, offering effective and sensorial sun care products inspired by the Mediterranean lifestyle.

Discover the brand →
06 — The Journey

Seven years, five launches, zero shortcuts

2019
YARS founded in Istanbul
2022
Carroten — nationwide sun care launch
2023
Augustinus Bader — luxury skincare debut
2025
Veronique Gabai & Mario Badescu launches
2025
Noble Panacea — the portfolio’s newest house

Key Management

Key Management

Key Management

Key Management

Key Management

Key Management

07 — Leadership

The people behind the brands

Former General Manager of Estée Lauder Companies Turkey, with 25 years of leadership experience.

Ahmet Ramiz
Co-Founder

Brings 10 years of extensive operational and financial leadership.

Yavuz Sade
Co-Founder

14 years of experience in e-commerce across retail, FMCG, and cosmetics brands

Esin Noyin
Sales Growth Manager

15 years of experience with Estée Lauder Companies / Google / Rebul.

Alev Selbes
Marketing Manager

20 years of experience with Estée Lauder Companies

Mutlu Demiryol
Regulatory Affairs Manager
Work with us

Brands are half the story. Partners write the rest.

Retailers, agencies, press and creators — if you work with luxury beauty in Türkiye, we’d like to hear from you.

Tell us who you are
Your message goes straight to the founding team.
Thank you — your message has been received.
Something went wrong, please try again.