Exporting cosmetics to Turkey: what foreign brands need to know
Cosmetics in Turkey: understanding the challenges of labeling to set up successfully
With over 85 million inhabitants, a growing middle class and a growing craze for beauty products, Turkey is attracting more and more European players in the cosmetics industry. But when it comes to exporting, it’s essential to adapt product labelling to the target market.
From the language barrier to local regulatory requirements and logistical and cultural constraints, Advantis, our expert on the Turkish market, analyzes the specifics of labeling in Turkey to help you export with peace of mind.
How do I import cosmetics into Turkey?
Before discussing labelling, we need to understand the regulations governing the Turkish cosmetics market:
No direct sales possible on the Turkish market
Foreign companies cannot export cosmetics directly to end-users in Turkey. The presence of a local intermediary structure meeting certain prerequisites is mandatory: local distribution partner or own Turkish subsidiary.
Mandatory pre-market notification in Turkey
Once your import structure is in place, it must declare a qualified technical manager with a diploma in certain disciplines, who will be the main contact with the Ministry of Health. This person will be responsible for notifying the competent authority through the ÜTS system (Ministry of Health monitoring database) of all products to be marketed.
No customs duties for EU companies!
Thanks to the EU-Turkey customs union, there are no customs duties. However, specific taxes may apply according to customs codes, so it is advisable to carry out a case-by-case diagnosis before entering the Turkish market.
Labelling in Turkey: compliance and precision required
Labeling is the first visual contact between the consumer and your product. In Turkey, it is strictly regulated on the basis of European regulations.
All in Turkish, without exception
As in the EU, the label must include all mandatory information (composition, precautions, manufacturer’s name, expiration date, etc.), and must be prepared in Turkish. Depending on the product, particularly its size, the Turkish-language label can be offered in a variety of formats, and can be attached to the original label.
The importer: a partner and a guarantee of reliability
The product label must include the name and address of the Turkish importer. This is a legal requirement to reassure consumers about the origin of the product and provide them with local contact details in case of any issues.
Stickage: a cultural (and economic) practice
In Turkey, stickering is very common. This technique consists of affixing a label in Turkish to the original packaging of a product written in another language.
This allows the exporter not to modify his main packaging, which is practical when working with several markets at the same time.
Culturally, a product with a label of origin accompanied by a visible translation is often perceived as more “authentic” or premium.
Be careful with claims: everything must be proven
In Turkey, cosmetic claims must be justified. A claim such as “paraben-free” or “hypoallergenic” cannot appear on a Turkish label without proof.
The ÜTS system requires supporting documentation, often extracted from the product’s complete technical file.
Digital labelling in Turkey: getting started
The dematerialization of labeling is a recent development, and may be tolerated in certain cases. Local support is recommended.
Selling cosmetics in Turkey: what you need to know
To sell cosmetics in Turkey, it is necessary to adapt to the regulatory, cultural and commercial aspects. Labeling plays a crucial role in this equation. To avoid making a mistake, comply with requirements and adapt your strategy, Advantis, an expert in the Turkish market, can help you :
- Validate regulatory requirements and the steps to be followed
- Identify a competent local partner
- Create your own structure in line with local requirements
- Securing compliance (HR, offices, notifications, labelling, etc.)
