Farmasi

Overview

Farmasi traces its origins to a pharmaceutical and personal-care manufacturing operation started in Istanbul, Turkey in 1950 by Dr. Cevdet Tuna. Over subsequent decades the company expanded into cosmetics, skincare, fragrance, household and nutritional-supplement products, and built vertically integrated manufacturing operations in the Ömerli area of Çekmeköy, Istanbul, where it operates multiple production facilities covering makeup, personal care, fragrances, plastics and packaging. The company sells its products through a direct-selling (network marketing) model, in which independent sellers, branded by the company as "Beauty Influencers", purchase products at wholesale and resell them, while also being able to build teams of other sellers. Farmasi expanded outside Turkey starting in the 2010s, entering the United States in 2016 and subsequently a number of markets in North America, Latin America and Europe. Today Farmasi describes itself as operating in dozens of countries across Europe, the Americas, Africa and Asia, with country-specific storefronts and a large base of independent sellers. It has been recognized in industry rankings (e.g., Direct Selling News) among the larger global direct-selling companies by revenue.