Today, this familiar ritual continues even after leaving the barber. Modern men pay attention not only to haircuts or beard grooming but also to the health of their skin, hair, and scalp. Grooming is becoming as natural a part of daily life as sports, healthy eating, or regular dentist visits.
Products that help provide comprehensive home care for skin and hair are becoming increasingly important. These changes are reflected in the market. According to IMARC Group data, Turkey's men's grooming market reached approximately $1.3 billion in 2025 and is expected to continue growing at an average annual rate of 7.7% in the coming years. Moreover, this growth is not solely driven by traditional shaving and beard care products.
Products containing clinically studied active ingredients and offering a comprehensive approach to solving various skin and hair issues are gaining increasing attention. This trend is shaping the development of the industry both in Turkey and beyond. New Standards in Men's Care Consumer habits, as well as consumer expectations, are changing.
In the past, many people chose cosmetic products based on brand recognition, pleasant scent, or friend recommendations, but today they are paying more and more attention to what is inside the packaging. Product formulations, concentration of active ingredients, dermatologist recommendations, and results of clinical studies are becoming as important as design or a well-known brand name for consumers.
These changes have become possible largely because cosmetology is increasingly based on the achievements of dermatology, trichology, and cosmetic chemistry. Developments in these fields are gradually moving beyond specialized clinics and becoming part of home care.
New-generation products help address the underlying causes of problems, whether it be hair loss, increased skin sensitivity, or age-related changes. As competition increases, customer expectations also rise. Today, attractive packaging or strong marketing claims are no longer sufficient.
Consumers increasingly trust brands that invest in research and development, collaborate with experts in the field, and provide evidence of their products' effectiveness. This approach is gradually becoming the new standard in the beauty and personal care industry. New consumer expectations are also changing manufacturers' approaches.
More and more companies are establishing their own R&D departments, increasing investments in research and development (R&D), implementing new production technologies, and expanding collaboration with research centers. For the industry, this is no longer a competitive advantage but a necessary condition for continued development.
Russian manufacturers are also actively developing this field, offering products that can compete in international markets thanks to their original developments, high quality, and modern technologies. Such companies receive support from the national brand 'Made in Russia' program run by the Russian Export Center in their international promotion.
The 'Made in Russia' certificate is awarded to products that have passed independent verification and meet high standards in one of five criteria: quality, reliability, environmental sustainability, organic origin, or uniqueness.
For foreign business partners and consumers, this label serves as an additional reference point when choosing a product, while for Russian companies it functions as an effective tool for promotion in international markets, participation in trade fairs, business missions, and other export initiatives. Today, more than 3,700 Russian companies hold certificates under the national brand, and the number of certified products exceeds 30,000 items.
These cover many different categories, from food and beverages to high-tech products, from cosmetics to everyday consumer goods. Among the certificate holders are the brands ResedaOdor and Geltek, which, although specializing in different areas, are united by their commitment to producing cosmetics based on modern scientific developments and meeting high consumer expectations.
Science as a Competitive Advantage An example of this approach is the Russian brand ResedaOdor, specializing in cosmetics for professional and home care of the face, scalp, and hair. The company combines the expertise of technologists, dermatologists, and trichologists to develop products containing active ingredients in therapeutic concentrations, the effectiveness of which has been confirmed by clinical studies.
Special emphasis is placed on developing trichological solutions. A number of the company's products are based on innovative peptide complexes that simultaneously target multiple factors affecting the condition of hair and scalp. This approach makes it possible to address not just the external symptoms of a problem but its underlying causes, which is becoming one of the key approaches in modern trichology.
As interest in this field continues to grow, the approach to home care is also changing. Increasingly, experts emphasize that long-term results depend not only on professional treatments but also on a well-chosen home care routine. It is precisely this idea that forms the philosophy of the ResedaOdor brand, which offers solutions for both professionals and everyday use.
Today, ResedaOdor products are already on sale in the UAE, Kazakhstan, and Belarus. The next stop in the company's international expansion is Turkey, a market where interest in trichological solutions continues to grow steadily. When Cosmetics Are Born in the Laboratory While ResedaOdor focuses on the development of trichology, Geltek represents another important area: skin care.
For over 30 years, the brand has been developing cosmetics that help solve various skin problems and make daily skin care a comfortable part of everyday life. The company's history began at a state research institute where medical gels for professional use were developed.
Over time, this accumulated expertise became the foundation of the company's own cosmetics business, while maintaining its core principle: reliance on research, technology, and proven effectiveness. Today, all formulations are developed in the company's own R&D laboratory in Moscow, and the entire production process is controlled by the company.
Geltek places special emphasis on the selection of active ingredients and the development of products for specific skin needs. This approach combines the effectiveness of professional skin care with the convenience of everyday use. In addition to developing cosmetics, the company also supports educational and social initiatives, considering them a natural part of the brand's development.
Today, Geltek products are on sale in Kazakhstan, Belarus, the UAE, and Qatar, and the company is also gradually expanding its presence in Vietnam and India, reflecting the growing interest in Russian cosmetics based on scientific research. The Choice of Modern Men The men's cosmetics market continues to evolve with changing consumer expectations.
Today, personal care is increasingly perceived less as a fashion trend and more as a part of a conscious approach to personal health and quality of life. Therefore, products supported by high-quality ingredients, technology, and manufacturers' commitment to delivering truly effective solutions are becoming more valuable.
For Turkey, where personal care culture has deep-rooted traditions and interest in cosmetology and trichological solutions continues to grow, this creates new opportunities for both consumers and the professional community. Competition in the market is intensifying, and along with it, expectations regarding product quality, effectiveness, and safety continue to rise.
It is under these conditions that new brands offering a fresh approach to daily care are emerging. As consumer expectations rise, so does the motivation for manufacturers to improve technologies and create products that help people better care for the health of their skin and hair. Disclaimer: Turkuvaz Media is not responsible for this content.
