According to NielsenIQ's 2025 data for Turkey, the beauty and personal care category grew by 3.9 percent, outpacing the 3.3 percent, rising to the top position among all categories. The same study shows that the perfume category grew by 41 percent, hair care at 37 percent, cosmetics at 35 percent, and skin care at 32 percent. The share of personal care in online channels reached 23 percent,, significantly exceeding the 9 percent average for fast-moving consumer goods. The 51 percent growth in online sales in the beauty sectorindicates that consumers’ access to personal care products and services is steadily expanding. These figures indicate that beauty and personal care in Turkey are no longer a seasonal expense but have become an ongoing necessity.
This strong performance in the sector is highlighted by Madelyn Marcel Ankara Branch manager Mete
Güven, combining it with his on-the-ground experience. Noting that staying competitive in a growing market requires a relationship of trust that goes beyond the numbers, Güven continues his assessment as follows:follows: “In the beauty industry, a customer’s sense of security is far more valuable than the service they purchase.&” “When our clients receive services in an environment where they feel at ease, this connection directly translates into loyalty.&” “Our priority is to establish a transparent service philosophy where every client can share their feedback through sincere communication.”
“Starting out with the right brand changes everything.”
According to data from the National Franchising Association (UFRAD), Turkey’s franchise sector aims to reach a size of $70 billion by 2025. The association’s assessments highlight that the chain business model is rapidly spreading not only in the food and beverage sector but also in the service and care sectors. The franchise model offers a ready-made operational infrastructure, brand recognition, and training support for entrepreneurs entering the sector for the first time. This structure reduces the investor’s trial-and-error costs, thereby increasing the likelihood that businesses will become profitable in a shorter period of time. Particularly in sectors where service quality is a key differentiator—such as beauty and personal care—operating within a corporate system provides investors with a distinct advantage. This trend in the sector is making the franchise model one of the most dynamic paths to growth in Turkey.
Güven says he personally experienced this advantage offered by the franchise model in the Ankara investment he launched together with his brother. Kaan Güven, noting that he had no prior direct business experience in the beauty sector, states that rather than venturing into an unfamiliar field on their own, theya well-established brand and a professional system. He emphasizes that their investment decision was not merely about becoming business owners, but about moving forward under the umbrella of a long-term, reliable brand.&Güven emphasizes that the right brand, the right location, a strong team, and customer satisfaction are complementary elements. At this point, Madelyn Marcel notes that the training, operational guidance, and brand support provided by the company are the most important advantages that accelerate their adaptation to the industry.
The right team and system determine the salon’s success
Lasting success in the beauty industry often depends not on a single factor, but on the harmony of many complementary details. In addition to service quality, hygiene standards, the products used, and device technologies have become integral parts of the customer experience. The tone of communication in the salon environment and employee satisfaction play a decisive role in making clients feel safe. Leading businesses in the industry build teams that possess not only professional competence but also strong communication skills, a friendly demeanor, and a sense of responsibility. This cycle, in which happy employees directly translate into happy clients, this cycle fuels the sustainable growth of businesses. The combination of the standards provided by a corporate system and a genuine corporate culturestands out as the key factor that sets the sector apart.
“The true test of an investment begins with making success sustainable.”
Continuing its growth in the beauty industry,Madelyn Marcel has added another success story to its strong franchise results with the achievement of two sibling entrepreneurs in Ankara. The Ankara branch, which opened on March 1, 2026, recouped its investment in just 4 months and 27 days, demonstrating the potential of the brand’s franchise model from an investor’s perspective. Mete Güven discussed these results and their new goals at
Güven notes that the result they achieved in Ankara is not an end but a new beginning for them. Güven announced that he and his brother have signed a franchise agreement for the second branch of Madelyn Marcel and are preparing to, Güven states that they aim to bring their success from Ankara to Izmir. He emphasizes that this new investment is not merely the opening of a branch but also a testament to their confidence in the system they have established and the Madelyn Marcel brand. They explain that the primary goal of a business that recouped its investment in 4 months and 27 days is to transform this success into sustainable and scalablescalable growth in the coming years,” says Güven. He notes that the beauty sectorcontinues to offer significant opportunities for entrepreneurs who move forward with the right system.
