Farmasi introduces sleek makeover with plans for North America

By Asia Sherman

- Last updated on GMT

© Jonathan Storey / Getty Images
© Jonathan Storey / Getty Images

Related tags: Cosmetics, rebrand, skincare

Turkish cosmetics company Farmasi has relaunched its Dr. C. Tuna skincare series with a new streamlined look and its sights set on the North American market.

Founded by the late Dr. Cevdet Tuna as a pharmaceutical manufacturer in the 1950s, Farmasi has evolved into a global cosmetics and skincare company with Dr. Tuna’s 24-year-old grandson, Sinan Tuna, at the helm of the expansion.

“Farmasi needed to bring our skincare into current times,”​ Sinan Tuna, CEO of Farmasi North America, told Cosmetics Design-USA. “Our team got to work on not just packaging but also reformulation, using the most innovative and advanced ingredients.”

Reformulation with the golden rules

“The products may look different, but it’s what inside that’s really evolved,” ​the company advertises on its active social media channels. “Science and nature meet beauty withstronger formulas, better ingredients and the same high standards we’ve been living up to for 71 years.”

These standards are codified in a set of Golden Rules established by Dr. C. Tuna to produce “clean beauty products that are safe, cruelty free and high performance”​ with “trademarked and innovative ingredients such as retinol, capixyl and trichogen”,​ the third-generation Tuna explains.

The company manufactures over 2,000 products without parabens, phosphates, phthalates, formaldehyde or endangered plants and animal ingredients. They use water from natural wells located within Farmasi’s 70-acre campus on the outskirts of Istanbul.

The new face of Dr. C Tuna

Along with its packaging makeover, the brand introduced the Resurface series, a six-step anti-aging skincare regimen formulated with retinol, vitamin C, chlorella vulgaris​ extract, chicory leaf extract, squalene and shea butter.

“We added Resurface, our innovative anti-aging line, and expect these series to help us continue to be the fastest growing direct sales company,” ​Tuna says.  

Resurface joins a catalog of Age Reversist, Acne, Aqua, Activated Charcoal, Lumi Radiance, Tea Tree and Calendula regimens. The company has also rebranded its garlic and capyxil haircare line, now relaunched as the Reviving regimen, and is in the process of launching a line of nutrition products. 

Geared for North America expansion

Farmasi entered the U.S. market in early 2019 and in January announced plans to build an 80,000 square-foot facility in Doral, FL, slated for completion in 2022.

“By 2025, we want to be the leading direct sales beauty products company in the United States,”​ Sinan Tuna said at the time, adding that Farmasi will also use the facility as a launch pad into Mexico and Canada.

Since 2010, the company’s sales strategy has focused on multi-level marketing through an entrepreneur program with perks like incentive trips and a tiered “opportuna​ty​” compensation plan. According to the company, Farmasi “beauty influencers”​ now sell its products across 29 markets through the direct sales model.

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