With its roots in Istanbul and its reach across the globe, ASIL Group has become a major force in cosmetics manufacturing. The company is known not only for its wide portfolio of professional and retail brands but also for its strong commitment to flexibility, innovation, and customer service.
We spoke with Fulya Demir, Export Manager at ASIL, to uncover the strategy behind the company’s impressive growth, explore the latest trends in product development, and understand what makes ASIL a standout partner in both private label and branded markets.
Can you tell us more about your personal journey and how you came to lead export operations at ASIL Group?
I have over 20 years of experience in international trade, with more than a decade focused on the cosmetics industry. Throughout my career, I’ve had the opportunity to work closely with global partners — helping brands expand into new markets and build lasting commercial relationships. What attracted me to ASIL was the company’s entrepreneurial mindset and its dynamic, innovation-driven culture. It’s a place where I’ve been able to combine my expertise in export with my passion for beauty and communication. Managing export sales projects across diverse regions has given me the chance to grow professionally while contributing to ASIL’s international success in a way that feels both impactful and rewarding.
What kind of company culture defines ASIL Group from the inside?
ASIL has a very collaborative and agile culture. We value innovation and speed, while also ensuring that everyone has a voice. There’s a strong sense of ownership among teams, and we celebrate successes together. It’s a young, energetic environment where ideas can quickly turn into reality — and I think that’s part of what keeps us moving forward so fast. One aspect of our culture I particularly appreciate is the company’s support for working parents — we even have a daycare centre on-site. It’s a tangible example of how ASIL invests in its people and fosters a balanced, inclusive workplace.
What core values and strategies have been key to ASIL Group’s success on the international stage?
At the heart of Asil Group’s success are customer-centricity, a strong commitment to quality, and a philosophy of sustainable production. What sets us apart globally is our holistic approach — we don’t just offer products; we deliver tailored solutions. By providing fast, flexible, and personalised service, we build long-term partnerships. Our strict adherence to international standards such as ISO and GMP, combined with our operational transparency, has earned us lasting trust in global markets.
With the rise in demand for private-label solutions, how does ASIL Group stand out in such a competitive market?
In the private label segment, we go beyond manufacturing to offer strategic brand-building support. From R&D and formula development to packaging design, regulatory consultancy, and logistics, we provide integrated solutions at every stage. Our broad product range and flexible production volumes make us an ideal partner for both emerging entrepreneurs and large-scale retailers.
How do you adapt your production capabilities to such a wide range of client needs without compromising quality?
Our modular production system allows us to serve both small and large-volume projects while maintaining consistent quality standards. Dedicated project teams ensure a personalised process for each client. This approach enables us to meet the unique expectations of boutique brands while fulfilling high-volume requirements for international chains.
ASIL Group operates several distinct brands. Could you tell us more about them and how you maintain their individual identities within the group?
Under the Asil Group umbrella, we manage several distinct brands: Nishman, NishLady, Pion, ProRapid, Barbertime, and Siem — each targeting a specific audience and sales channel:
- Nishman – Professional men’s hair and grooming products
- NishLady – Professional personal care and hair care for women
- Barbertime – Practical grooming solutions for barber channels
- Pion & ProRapid – Specialty styling and technical men’s care
- Siem – A personal care brand developed for the retail market
While each brand retains its unique identity, we create operational synergy across R&D, production, and logistics.
The barber industry is experiencing a global renaissance. How is ASIL positioned in this segment?
We have a deep-rooted presence in the barber segment through our Nishman and Barbertime brands. These lines are specifically designed for the needs of barbershops — from technical styling products to shaving and grooming solutions. Our products are highly valued for their performance and value, and we continually innovate based on direct feedback from barbers within our network.
Innovation is crucial in the beauty and personal care industry. What role does R&D play at ASIL Group, and can you share a recent breakthrough product or formula?
R&D is at the core of Asil Group. We continuously develop innovative ingredients and formats that respond to evolving consumer needs. Recent examples include colored dry shampoo, volumising tinted hair sprays, and next-generation sunscreen with advanced filters — all reflecting our ability to deliver creative, trend-aligned solutions quickly. Our vegan, silicone-free, and paraben-free formulas also align seamlessly with global clean beauty standards.
BeautyIstanbul has become a key event for the industry. How has your participation supported ASIL Group’s international presence? And which markets are you currently most active in or see the greatest potential?
BeautyIstanbul has been a valuable platform for expanding our international network. We’ve secured strong distribution partnerships across North Africa, the Middle East, and Latin America. In Europe, we continue to grow through private label collaborations. For us, trade fairs are not just about promotion, but also about trendspotting and gaining deep customer insights.
Looking ahead, what are your strategic priorities for the next 3–5 years in terms of global expansion, technology, or new trends?
Over the next 3–5 years, our key priorities include digitalisation, sustainability, and global expansion. We aim to strengthen our e-commerce integrations to reach broader audiences while also investing in eco-friendly production to reduce our carbon footprint.
We’re developing strategic distribution models for high-potential markets, such as Asia and North America. Meanwhile, our R&D continues to focus on clean beauty, gender-neutral care, and next-generation trends. With a technology-driven and ethically responsible approach, we’re working to become a more visible and sustainable global brand.
