Farmasi, the global direct-selling and clean beauty powerhouse, has officially launched in Ireland as of October 2025, marking another milestone in its steady European expansion. Following strong performances in the UK, Germany, and Mexico, the Ireland debut reflects Farmasi’s commitment to empowering independent beauty entrepreneurs and promoting sustainable, cruelty-free cosmetics.
The launch positions Farmasi.ie as Ireland’s official digital hub, currently fulfilled through its UK distribution center. This strategy allows for seamless logistics, localized marketing, and a rapid rollout of products and opportunities for Irish affiliates.
Ireland’s vibrant influencer culture, increasing preference for eco-conscious beauty products, and growing interest in digital entrepreneurship make it an ideal market for Farmasi’s hybrid model of direct sales and influencer marketing.
Under the leadership of Sophie Pitblado, now overseeing both UK and Ireland operations, Farmasi is poised to blend community engagement with accessible entrepreneurship.
Founded in 1950 by Turkish physician Dr. Cevdet Tuna, Farmasi began as a pharmaceutical company in Istanbul, dedicated to creating safe, effective, and affordable products. Over the decades, it evolved into a cosmetic and personal care brand merging science with beauty. Dr. Tuna’s medical background and ethical philosophy laid the foundation for Farmasi’s clean beauty values. His emphasis on quality, safety, and community well-being continues to guide the brand even after his passing in 2017. Today, Farmasi is led by CEO Sinan Tuna, the founder’s grandson. Known for his innovation-driven leadership, Sinan has championed digital entrepreneurship, low-barrier MLM entry, and influencer-led brand building. His strategic focus has propelled Farmasi into over 30 global markets, including the USA, Mexico, and now Ireland.
To ensure smooth logistics, initial Irish orders are processed through the UK distribution hub, guaranteeing faster deliveries and consistent product availability. Sophie Pitblado, Sales Director for the UK, now oversees the Irish market. Her experience in direct sales leadership and community engagement ensures a strong local foundation for growth. Farmasi’s Ireland strategy emphasizes influencer collaboration, empowering beauty creators to represent and retail Farmasi products while earning commissions. The approach champions authentic storytelling and peer-driven marketing, aligning with Gen Z and millennial consumer behavior.
Farmasi operates under a direct selling model combined with affiliate-style marketing. Members earn income through personal sales, team building, and influencer-based promotions. With starter kits priced between $20–$50 USD, Farmasi makes entrepreneurship accessible to all. This inclusive approach has attracted thousands of micro-entrepreneurs worldwide. Farmasi’s portfolio includes skincare, makeup, nutrition supplements, and home care products, all produced in compliance with EU quality standards. Their cruelty-free and eco-conscious ethos resonates strongly in modern markets like Ireland.
Region | Launch Year | Highlight |
USA | 2019 | Explosive influencer-led success |
Mexico | 2024 | 6,000+ attendees at IMPULSO conference |
UK | 2023 | Regional HQ established |
Ireland | 2025 | Clean beauty & influencer-driven launch |
The UK serves as Farmasi’s operational base for Western Europe. This infrastructure supports seamless expansion into neighboring markets like Ireland. Farmasi’s core mission is to build empowered communities where individuals grow through mentorship, training, and digital entrepreneurship. The brand’s global community culture is key to its retention and advocacy. With social selling on the rise, Farmasi’s model merges e-commerce flexibility with network marketing rewards. This positions it uniquely in the evolving European beauty landscape.
Farmasi competes with both MLM giants and conventional beauty brands. Its edge lies in affordability, clean ingredients, and authentic community leadership. Operating within the EU’s strict compliance framework ensures consumer trust but requires transparency and continuous adaptation. Farmasi’s ongoing success depends on product innovation, digital transformation, and transparent communication with distributors and customers alike.
Research such as Putra et al. (2025) underscores the importance of strategic planning and ethical leadership in cosmetic and pharmaceutical enterprises, aligning perfectly with Farmasi’s philosophy.
Business for Home (2025) further highlights Farmasi’s rapid expansion and community-driven success model, validating its global growth trajectory.
The Farmasi Ireland launch signifies more than just expansion’s the beginning of a new chapter in ethical beauty and accessible entrepreneurship.
By combining innovation, family values, and digital influence, Farmasi continues to redefine how modern direct selling operates.
With strong leadership, a proven business model, and a focus on empowerment, Farmasi Ireland is well-positioned to thrive in 2025 and beyond.
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