Cosmetics Industry Export Strategies to Be Set at "What Should We Produce" Summit

The Association of Cosmetic Manufacturers and Researchers (KÜAD) will hold the "What Should We Produce Summit," now in its third year, on 29 May 2025 at Selectum City Ataşehir, bringing together leading professionals from the cosmetics industry. The event will provide an opportunity to understand consumer expectations on the international platform and to gain insights on marketing strategies, product categories, materials and packaging.

Turkey's chemical sector reached USD 32 billion with a 14 percent share of exports. The Turkish cosmetics sector continues its growth by selling products to 200 countries. While a large portion of exports goes to European countries, Central Asia, Middle East, South and Central America and North Africa have come to the fore in recent years in the cosmetics sector. The trends emerging this year are expected to reflect deeper changes in social values, technological advances and global market dynamics, as well as sector progress.

The summit will create a platform where manufacturers can exchange ideas, establish collaborations and adapt to changes in the sector. Expert speakers from product development specialists to marketing experts, packaging specialists to sustainability experts will be present, and cosmetics market data will be tracked firsthand. From abroad, LABIO Cosmetics Marketing Department Head Mikyeong IM, COSMED Legal Affairs Director Caroline BASSONI, and MINTEL Beauty and Personal Care Analysis Director Roshida KHANOM will be speakers at the event.

Prof. Dr. Türker Kılıç, a leading figure in the scientific world and Brain and Pituitary Surgeon, will share his inspiring speech with sector professionals, saying "The brain produces the reality of life with the same information mathematics." Keynote speaker Kılıç also holds positions as Dean of the Faculty of Medicine at İstinye University, Founding Dean of the Faculty of Medicine at Bahçeşehir University, Member of the European Academy of Science and Arts and Member of the World Academy of Art and Science.

KÜAD Summit President Belgin Sile stated: "The cosmetics industry continues to develop through innovation and sharp awareness of consumer pulse. This industry, a blend of art, science and business, is reshaped every year. Trends ranging from sustainability initiatives to the rise of personalized beauty solutions will continue to drive growth, highlighting how the industry responds to an increasingly informed, conscious and diverse consumer base. As transformations occur in many areas from eco-friendly products and production to technology integration, growing sales data and trend analyses in this field bring hope for the sector's future. Within the framework of the summit we will hold this year, topics such as Korean cosmetics, EU cosmetics market trends and brand communication strategies will be addressed," said Sile.

Important Names to Share Sectoral Data on the Traditional KÜAD Talks Stage
KÜAD Talks, which has become traditional through KÜAD, will be held under the moderation of KÜAD Vice President Serdar Mutaf. In the session, Trendyol International Influencer Marketing Manager Atanur Sümer and TikTok Turkey E-Commerce Partnerships Manager Diğdem Demir will present information on the importance of content in consumer decisions.