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K-beauty comes to Turkey as Korean cosmetics exports boom

Exclusive data shows online sales surge

A sales assistant shows off K-Beauty products at a Watsons store. Watsons has a dedicated section for Korean cosmetics in most of its stores in Turkey. (Photo by Sinan Tavsan)
A sales assistant shows off K-beauty products at a Watsons store. The Hong Kong-based drugstore chain has a dedicated section for South Korean cosmetics at most of its outlets in Turkey. (Photo by Sinan Tavsan)

ISTANBUL/SEOUL -- After K-pop and K-drama, the latest Korean export surging in popularity in Turkey and the Middle East is K-beauty.

According to data from Turkey's largest e-commerce company, Trendyol, shared exclusively with Nikkei Asia, sales of South Korean cosmetics on its platform have been running five times higher than a year ago.

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