Farmasi

Farmasi is a Turkish cosmetics and personal-care company headquartered in Istanbul, in the Ömerli area of the Çekmeköy district. It sells makeup, skincare, fragrance and nutritional products largely through direct sales, recruiting independent sellers under what it calls its Farmasi Influencer program. The company traces its roots to the pharmaceutical work of founder Dr. Cevdet Tuna, and it markets itself as offering not only beauty products but an income opportunity, with the tagline "Beauty. Wellness. Opportunity!"

The brand remains active and expanding. Industry trade media reported more than $600 million in global revenue for 2025 and a projected $800 million for 2026, alongside entry into eight new markets in April 2026 [9]. The business is now run by Tuna's grandsons, chief executive Sinan Tuna and president Emre Tuna.

Farmasi grew out of a Turkish pharmaceutical family business. Its founder, Dr. Cevdet Tuna, was born in 1923 in Edirne, near the Bulgarian border, the seventh of nine children, and studied medicine at the Goethe Medical School in Germany [4]. After returning to Istanbul to serve as a lieutenant physician, he established the Tege Pharmaceutical Factory in 1952, described as one of the first pharmaceutical factories in Turkey, where he developed early Turkish formulations such as cough syrups, painkillers and burn ointments.

Tuna moved from medicine into cosmetics late in his career, founding Tanalize Cosmetics in 1998, the venture that the company says became the Farmasi brand. He died in 2017 after more than six decades in business.

The brand's founding date is recorded inconsistently across sources. Farmasi's own distributor material dates the cosmetics brand to 2004 in Istanbul [3], and this is the date used here for the brand itself. Other listings, including the company's LinkedIn profile and an editorial brand profile, give 1950 [7] — a date that reflects the founder's earlier pharmaceutical entity, originally named TAN Health, rather than the cosmetics line. The company's UK site sidesteps the question entirely, saying only that "Farmasi's story began more than half a century ago" [2].

The lineage runs from the 1950 pharmaceutical entity through Tege Pharmaceutical in 1952 and Tanalize Cosmetics in 1998 to the Farmasi cosmetics brand in 2004. Farmasi entered the direct-sales market around 2010 and began a phase of rapid international growth, expanding into 40 new countries in 2017.

More recent milestones have included high-profile brand-building outside the cosmetics aisle. In 2024 the company secured the naming rights to the Farmasi Arena, an indoor venue in the Barra da Tijuca district of Rio de Janeiro, Brazil, taking over from a previous sponsor [5]. In 2025 it reported surpassing $600 million in global revenue and adding more than 500,000 independent sellers to its network.

The company remains under the control of the founding Tuna family. Following Dr. Cevdet Tuna's death in 2017, leadership passed to his grandsons, with Sinan Tuna as chief executive and Emre Tuna as president. No outside parent company or acquisition history is recorded in the available sources.

Farmasi presents itself as more than a cosmetics maker. According to the company, "We provide more than beauty and wellness products. We provide opportunities for people to transform their lives," language that frames the brand around direct-sales entrepreneurship as much as around its products. It says it honours its founder's "principles of excellence and integrity by committing to innovation and high-quality standards."

The brand positions its products as cosmeceuticals, combining cosmetic and therapeutic benefits drawn from its pharmaceutical heritage. Its formulations are described as incorporating natural ingredients including nourishing oils, plant extracts, vitamins and minerals.

Its reach is described differently depending on how presence is counted. The UK site cites operation in 33 countries [2], an editorial profile reports products available in 125 countries [6], and 2026 trade coverage refers to more than 50 markets worldwide [9] — figures that distinguish direct presence from wider product distribution.

Farmasi's range spans makeup, skincare, fragrance, hair and personal care, with more than 2,000 items reported in its line. Its best-known products belong to the Dr. C. Tuna line, the medical-branded series carrying the founder's name, and within it the Age Reversist anti-ageing range. That range includes the Rich Moisturizer, the Eye Cream, and the Instant Perfecting Cream, the last formulated with marine plankton extract. For its All Night Beauty Mask, the company states that "clinically proven results showed users saw a 52% boost in collagen production" [11]. The Age Reversist line is the brand's most-discussed product series on review platforms and social media. Another long-standing product is the Dr. C. Tuna Garlic Shampoo.

Manufacturing is concentrated at an integrated facility in Ömerli, Istanbul. The company describes a complex spanning more than 100,000 square metres across six specialised factories — covering personal care, wet wipes, makeup, perfume and packaging — with a stated capacity of more than 1,000 tonnes a day [4]. The operation holds ISO 9001 and GMP certifications, and in its Malaysian market the brand emphasises halal certification.

The company sells primarily through a direct-sales and multi-level marketing model, recruiting independent sellers it calls Beauty Influencers, who earn retail commissions on personal sales and additional commissions on team activity. To qualify for commissions, sellers face a monthly order requirement reported at $250 [8]. In some markets the brand supplements this with conventional retail; in Malaysia, for instance, products are sold through more than 70 counters at retailers such as AEON Wellness and SOGO.

Farmasi has been recognised mainly within the direct-selling industry. It was ranked number 11 on the 2025 Direct Selling News Global 100 list [15], and received a "Triple AAA+ Opportunity" rating from businessforhome.org for 2024 and 2025.

As a direct-sales business, Farmasi has drawn the regulatory scrutiny typical of the sector. In 2025 the Direct Selling Self-Regulatory Council recommended modifications to certain Farmasi earnings claims that it found "didn't hold up to scrutiny" [8]. Separately, in 2023 the United States Food and Drug Administration issued a warning letter to Tan Alize Kozmetik ve Temizlik Ürünleri, a predecessor cosmetics entity tied to the brand [10].

Farmasi is an actively operating, globally expanding company. Its most recent reported activity, in May 2026, was trade coverage of its 2025 results and 2026 projection, together with eight new market entries earlier that year. It continues to operate across more than 50 markets under the founding family's leadership.