One of the fastest growing direct selling brands based in Europe, Turkish company Farmasi made its foray into the US and Puerto Rico in early 2019. Now, plans are in place for a new facility in Florida that will fuel expansion across North America.
 
“Since launching in North America just under two years ago, the success of the brand has exceeded our expectations and we are thrilled to continue this positive momentum in 2021 and beyond,” Chief Executive Officer of Farmasi North America Sinan Tuna—the third generation of the family to lead the business—told Happi in a recent interview.
 
According to its own statistics, Farmasi has four million sales representatives (which it calls beauty influencers) selling products in more than 25 counties. Since its entry into the US and Puerto Rico in February 2019, Farmasi said it has built an army of half a million sales representatives in the two markets alone.
 
Farmasi knows the DTC model well; the firm made the switch from traditional retail channels to direct sales in 2010 and has been steadily expanding its range of products across both skin care and beauty.
 

“At Farmasi, we are committed to innovation, especially in skin care. We want to bring women the best, most cutting-edge products at a great value,” said Tuna. “That is extremely important to the four million beauty influencer entrepreneurs who sell our products around the world. Farmasi was founded in Istanbul more than 70 years ago, and developing new technology in the skin care category remains a top priority.” 
 
Among its newest products are three additions to the Dr. C. Tuna Age Reversist Line, which debuted in 2017.  The range line is fueled by sea-based ingredients and specifically efficacious algae extracts.  
 
“Our R&D team used a combination of Laminaria extract which stimulates collagen synthesis, reduces the appearance of deep wrinkles, and nourishes and firms the skin. Red algae extract which stimulates synthesis of ceramides and hyaluronic acid for hydration, helps skin look smoother. These ingredients work together to deliver a more youthful appearance,” Tuna said.
 
The new SKUs include an exfoliating cleanser, gel cleanser and a sleeping mask. 
 
The hero product is the sleeping mask, which is designed to work when skin needs nutrients most, according to Tuna. 
 
“While we sleep our skin is in a repair and renewal mode,” he said.
 
The mask contains Golden Vitamin C, a mix of vitamin C, ascorbic acid and gold, which dramatically enhances skin penetration with antioxidant properties, according to the company.
 
Farmasi also added acne products and added new color cosmetics, too. Its Nudes-For-All collection of lip glosses have been well received, and the company has seen success with eye products such as Double Lash Extend Mascara, seven liquid eyeshadows and Lash Art Glamour Luxe False Lashes.  
 
“Our beauty influencers have fallen in love with these lashes and have been counting down the days until they were available to sell,” insisted Tuna. 
 
Ready for its third year in North America, Farmasi is planting local roots. The company broke ground on a $25 million campus in Miami that will include offices, an auditorium and a distribution/fulfillment center. The company purchased the land last Fall for approximately $6 million, according to reports.
 
“This will be one of the most technically advanced facilities of its kind and it will service all of Farmasi North America. We expect construction to be completed and everything to be fully operational by the end of this year,” Tuna said. 
 
The new site will give Farmasi solid footing for even more growth as it plans to enter Canada and Mexico this year.
 
“Since entering the North America market, it's been an extremely busy and productive two years and we are excited to continue the positive momentum as we enter 2021,” Tuna concluded.