Selen Kozmetik

According to the company, its first business was distributing the products of a Canadian cosmetics company in Turkey and the Middle East. The business newspaper Dünya identified that partner as Belvedere International. Writing in 2014, it reported that Bülent Yorgun, who named the company after his daughter Selen, had moved his investment away from foreign brands and towards a brand of the company's own [8].

That brand arrived in 2013, when Selen Yorgun Tavit launched URBAN Care. Fortune Turkey described in 2017 how she had taken over from her father and given his firm a new direction through the domestic hair-care line [9]. Ekonomist later referred to her as the company's second generation. Selen Kozmetik itself presents URBAN Care as the point at which it became, in its words, "one of the world brands" [2].

A further step came in 2020, when the company began selling Hawaiian Tropic in Turkey as the brand's local distributor [5]. Selen Yorgun Tavit leads Selen Kozmetik as chief executive, a position reported in the trade press in 2024 [14].

URBAN Care is the only beauty brand Selen Kozmetik owns. The hair-care line is produced under the company's own roof, and the group describes it as its own brand rather than a licensed or distributed one.

The rest of the business involves brands that belong to others. Hawaiian Tropic is owned by Edgewell Personal Care; Selen Kozmetik handles its distribution in Turkey. The company also manufactures private-label products for what it calls Turkey's leading discount market chains [6]. These include lines sold under the A Plus and A Plus Naturals names, which are made for the retailers; no ownership of those marks by Selen Kozmetik is documented.

Ekonomist also named Live Clean among the company's brands in 2020 [10]. The label does not appear in Selen Kozmetik's current brand line-up, and no ownership of it is documented.

Taken together, the group says these three lines of business, its own brand, a distributed brand and private label, serve its aim of creating "conscious consumers" through different beauty and personal-care options.

Selen Kozmetik is privately held and controlled by the Yorgun family. Dünya described Bülent Yorgun as the company's owner in 2014, and his daughter now runs it. Exact shareholdings have not been made public.

The company has drawn repeated interest from investment funds. In October 2020, Ekonomist reported that it had grown on its own equity and was in partnership talks with several funds [10]. Three years later, in October 2023, the same publication reported that it often received partnership offers from funds but was not planning such a partnership at that time [11]. No later stake sale, public offering or listing on Borsa Istanbul has been reported.