Flormar
Budget“Milanese roots, Turkish scale.”
Flormar started in Milan in the late 1950s and was acquired by a Turkish company in 1970, which moved manufacturing and the brand's centre of gravity to Istanbul while keeping the Italian heritage in its storytelling. It is now Turkey's leading makeup brand, with more than 500 stores across 200 cities and roughly 60,000 points of sale in 80-plus countries.
The range is built for breadth: very wide shade ladders tuned to a genuinely diverse customer base across Turkey, the Middle East, the Balkans and CIS markets, sold at drugstore prices. Silk Matte Liquid Lipstick and Perfect Coverage Foundation are the anchors. Ownership moved from France's Groupe Rocher, which bought the brand in 2012 and expanded it across Europe, to a consortium of Turkish investment firms in 2024 — returning it to full Turkish ownership.
Known For
Flagship Products
- Silk Matte Liquid Lipstick
- Perfect Coverage Foundation
- Pretty by Flormar range
- Kohl Eyeliner
Brand Philosophy
Serve a huge, varied customer base properly — deep shade ladders and long-wear formulas at a price that doesn't exclude anyone.