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- October 22, 202622°
Turkey men's grooming market reaches $1.3 billion, Russian brands enter with science-based products
According to IMARC Group data, Turkey's men's grooming market reached $1.3 billion in 2025. With market growth, Russian brands ResedaOdor and Geltek, offering products based on clinical research, are also expanding into Turkey.
Today, this familiar ritual continues even after leaving the barbershop. Modern men pay attention not only to haircuts or beard grooming, but also to the health of their skin, hair, and scalp. Grooming is becoming as natural a part of daily life as sports, healthy eating, or regular dentist visits.
Products that help provide comprehensive home care for skin and hair are becoming increasingly important. These changes are also reflected in the market. According to IMARC Group data, the Turkish men's grooming market reached approximately $1.3 billion in 2025 and is expected to continue growing at an average annual rate of 7.7% in the coming years. Moreover, this growth is not driven solely by traditional shaving and beard care products.
Products containing clinically studied active ingredients and offering a comprehensive approach to solving various skin and hair problems are attracting increasing attention. This trend is shaping the development of the industry both in Turkey and beyond. New Standards in Men's Grooming Consumer habits are changing, and so are consumer expectations.
In the past, many people chose cosmetic products based on brand recognition, a pleasant scent, or friend recommendations; today, increasing attention is paid to what is inside the packaging. Product formulations, the concentration of active ingredients, dermatologist recommendations, and the results of clinical studies have become as important to consumers as design or a well-known brand name.
These changes have become largely possible because cosmetology is increasingly based on the achievements of dermatology, trichology, and cosmetic chemistry. Developments in these fields are gradually moving outside specialized clinics and becoming part of home care.
New-generation products help address the underlying causes of problems, whether it be hair loss, increased skin sensitivity, or age-related changes. As competition increases, customer expectations also rise. Attractive packaging or strong marketing claims are no longer sufficient today.
Consumers increasingly trust brands that invest in research and development, collaborate with experts in the field, and provide evidence of their products' effectiveness. This approach is gradually becoming the new standard in the beauty and personal care industry. New consumer expectations are also changing the approach of manufacturers.
More and more companies are establishing their own R&D units, increasing their investments in research and development (R&D), implementing new production technologies, and expanding collaboration with scientific research centers. For the industry, this is no longer a competitive advantage but a necessary condition for continued development.
Russian manufacturers are also actively developing this field, offering products capable of competing in international markets thanks to their original developments, high quality, and modern technologies. Such companies receive support from the national 'Made in Russia' program run by the Russian Export Center for their international promotion.
The 'Made in Russia' certificate is awarded to products that undergo independent verification and meet high standards in one of five criteria: quality, reliability, environmental sustainability, organic origin, or uniqueness.
For foreign business partners and consumers, this mark serves as an additional reference point when choosing a product, while for Russian companies, it functions as an effective tool for promotion in international markets, participation in exhibitions, business missions, and other export initiatives. Today, more than 3,700 Russian companies hold certificates under the national brand, with the number of certified products exceeding 30,000 items.
These cover many different categories, from food and beverages to high-tech products, from cosmetics to everyday consumer goods. Among the certificate holders are the ResedaOdor and Geltek brands, which, although specializing in different areas, are united by their commitment to producing cosmetics based on modern scientific developments and meeting high consumer expectations.
Science as a Competitive Advantage An example of this approach is the Russian brand ResedaOdor, which specializes in cosmetics for professional and home care of the face, scalp, and hair. The company combines the expertise of technologists, dermatologists, and trichologists to develop products containing active ingredients in therapeutic concentrations, whose effectiveness is confirmed by clinical studies.
Special emphasis is placed on developing trichological solutions. A range of the company's products is based on innovative peptide complexes that target multiple factors affecting the condition of hair and scalp simultaneously. This approach makes it possible to address not just the external symptoms of a problem but its causes, which is becoming one of the key approaches in modern trichology.
As interest in this field continues to grow, the approach to home care is also changing. More and more experts emphasize that long-term results depend not only on professional treatments but also on a properly selected home care routine. This is precisely the idea that forms the philosophy of the ResedaOdor brand, which offers solutions for both professionals and everyday use.
Today, ResedaOdor products are already on sale in the UAE, Kazakhstan, and Belarus. The next stop in the company's international expansion is Turkey, a market where interest in trichological solutions continues to grow steadily. When Cosmetics Are Born in a Laboratory While ResedaOdor focuses on the development of trichology, Geltek represents another important area: skin care.
The brand has been developing cosmetics for over 30 years that help solve various skin problems and make daily skin care a comfortable part of everyday life. The company's history began at a state research institute where medical gels were developed for professional use.
Over time, this accumulated expertise became the foundation of the company's own cosmetic business, during which it maintained its core principle: to be based on research, technology, and proven effectiveness. Today, all formulations are developed in the company's own R&D laboratory in Moscow, and the entire production process is controlled by the company.
Geltek places special emphasis on the selection of active ingredients and the development of products for specific skin needs. This approach combines the effectiveness of professional skin care with the convenience of everyday use. In addition to cosmetic development, the company also supports educational and social initiatives, viewing them as a natural part of the brand's development.
Today, Geltek products are on sale in Kazakhstan, Belarus, the UAE, and Qatar; the company is also gradually expanding its presence in Vietnam and India, reflecting the growing interest in Russian cosmetics based on scientific research. The Choice Modern Men Are Making The men's cosmetics market continues to evolve along with changing consumer expectations.
Today, personal care is increasingly perceived less as a fashion trend and more as part of a conscious approach to personal health and quality of life. Therefore, products supported by high-quality ingredients, technology, and manufacturers' commitment to offering truly effective solutions are becoming increasingly valuable.
For Turkey, a country with deep-rooted traditions of personal care culture and growing interest in cosmetology and trichological solutions, this situation creates new opportunities for both consumers and the professional community. Competition in the market is intensifying, and with it, expectations regarding product quality, effectiveness, and safety continue to rise.
It is under these conditions that new brands capable of offering a fresh approach to everyday care are emerging. As consumer expectations rise, so does the motivation of manufacturers to develop technologies and create products that help people better care for the health of their skin and hair. Disclaimer: Turkuvaz Media is not responsible for this content.
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