Roadmap for the New Era in Cosmetics to Be Outlined on 18 June

From sustainability to digitalization, consumer trends to export opportunities—topics shaping the industry's future will be discussed at the 4th Future in Cosmetics: What Should We Produce Summit to be held on 18 June.

Turkey's cosmetics market, which has reached approximately USD 3.3 billion in size, continues to deliver double-digit growth annually, while the dynamics shaping the sector's future are changing rapidly. Shifts in consumer expectations, sustainable production approaches, digitalization, next-generation sales channels and value-added product development processes rank among the fundamental factors determining competitive direction in the cosmetics sector.

At a time when competition in global markets is intensifying daily, the topics that will guide the sector's future will be placed on the agenda at the 4th Future in Cosmetics: What Should We Produce Summit to be held in Istanbul on 18 June.

The summit, organized by the Cosmetic Manufacturers and Researchers Association (KÜAD) and expected to draw over 500 sector professionals, will bring together manufacturers, suppliers, researchers, retail representatives and technology companies on a single platform. Turkey's cosmetics exports reaching approximately 200 countries and the sector's growth potential will also feature among the event's prominent agenda items.

Consumer Behavior in Cosmetics is Changing
Changes in consumer expectations rank among the most important factors affecting product development processes in the cosmetics sector. Sessions held at the summit will address shifts in consumer behavior in light of data analytics, market research and global trends.

Representatives from NielsenIQ, Deloitte Turkey and WGSN will assess emerging trends in the beauty and personal care market, changing purchasing habits and the sector's future growth areas.

Sustainability and Innovation: The New Keys to Competition
Rising environmental awareness and new regulations are transforming sustainability in the cosmetics sector from an option into a fundamental requirement. The summit will address sustainable production models, innovative raw materials, environmentally friendly packaging technologies and shifts in consumer experience from different angles.

Sector representatives will evaluate the criteria by which future cosmetics brands will compete, while the strategic importance of sustainability, transparency and innovation for brands will also be discussed.

Digital Channels Shaping the Sector's Future
The rapid growth of e-commerce and the gaining momentum of digital platforms are transforming how cosmetics products meet consumers.

Sessions featuring representatives from Hepsiburada and ebebek will address next-generation sales channels, digital retail applications and evolving consumer experience. Within the scope of the KÜAD Talks Stage, the effects of technology and digitalization on the sector will be evaluated from different perspectives.

"Now It's Not Just What We Produce, but How We Create Value That Matters"
KÜAD Summit Chair Ü. Belgin Sile, noting that the cosmetics sector is becoming increasingly competitive and dynamic with each passing day, said the following:

"Today the cosmetics sector is being reshaped not only by production capacity, but by changes in consumer expectations, digitalization, sustainability targets and global competitive dynamics. Consumers are no longer looking for just quality products; they seek reliable, transparent, environmentally conscious brands that add value to their lives. This is directing our sector toward more innovative, more research-focused and higher value-added production models.

We see the What Should We Produce Summit not merely as an event, but as one of the sector's collaborative intelligence platforms. By bringing together all stakeholders—from manufacturers to researchers, from suppliers to retail representatives—under one roof, we aim to increase knowledge sharing, open the door to new collaborations and contribute to the emergence of ideas that will strengthen the sector's global competitive strength.

We need to think together, produce together and shape the future together to take Turkey's production and export potential in cosmetics even further."

An Inspiring Session on Creativity and Change
Theatre artist Ali Poyrazoğlu, serving as the summit's keynote speaker, will share his experience on creativity, adapting to change and thinking differently with participants.

Poyrazoğlu's address will offer sector professionals a different perspective for evaluating not only today's opportunities, but those of the future as well.

About KÜAD
The Cosmetic Manufacturers and Researchers Association (KÜAD) contributes to the sector's development through its work supporting the development of high value-added cosmetics products while safeguarding human and environmental health. The association aims to increase the international competitive strength of Turkey's cosmetics sector and raise awareness among consumers regarding conscious cosmetics use.