In October 2025, Farmasi’s IMPULSO Mexico City 2025 marked a defining chapter in the brand’s global journey. More than 6,000 attendees from across Latin America gathered under one roof, a powerful testament to Farmasi’s unstoppable rise as a family-owned, direct-selling powerhouse.
Under the visionary leadership of CEO Sinan Tuna, Farmasi has transformed from a mid-sized Turkish cosmetics company into a global brand spanning 35+ countries, with LATAM becoming its fastest-growing frontier.
As Sinan put it best:
“The energy was electric. The passion was undeniable. And the Farmasi spirit was stronger than ever.”
The IMPULSO event wasn’t just another corporate gathering; it was a movement. Thousands of Farmasi Beauty Influencers, leaders, and entrepreneurs came together to celebrate achievements, learn new strategies, and witness major product launches for 2025. This milestone event symbolized Farmasi’s deep cultural connection with Latin America, where personal empowerment and beauty entrepreneurship intertwine seamlessly. Sinan Tuna’s address resonated deeply with attendees. As the grandson of Dr. Cevdet Tuna, he emphasized innovation, family values, and global unity.
His message revolved around a central theme of empowerment through entrepreneurship, reminding distributors that Farmasi’s success is built “by people, for people.”
Founded in 1950 by Dr. Cevdet Tuna, a physician and chemist, Farmasi started in pharmaceuticals before venturing into beauty and skincare. Today, led by Sinan Tuna, the brand continues to uphold its founder’s values of scientific innovation and ethical business. Unlike many multinational competitors, Farmasi remains 100% family-owned. This ownership model enables rapid decision-making, a unified mission, and exceptional brand loyalty attributes that public corporations often struggle to sustain.
At the core of Farmasi’s business is its community of Beauty Influencers, independent entrepreneurs who sell products, build teams, and earn through retail profits and commissions. These influencers aren’t just sellers; they’re brand ambassadors leveraging social media to inspire and educate. Farmasi’s binary hybrid MLM structure offers 25%–50% retail commissions, plus team bonuses and travel incentives. It’s an attractive model that blends traditional direct selling with modern influencer marketing, a hybrid perfectly suited for the digital era.
Unlike many competitors, Farmasi owns its entire production chain from R&D to packaging. Its 500,000+ sq. ft. facility in Turkey produces skincare, makeup, nutrition, and cleaning products with rigorous quality standards.
Farmasi’s commitment to clean beauty is evident in its globally recognized certifications:
This vertical integration ensures cost efficiency, faster innovation cycles, and unmatched product purity.
The post-pandemic era sparked a digital revolution, and Farmasi capitalized on it masterfully. Through mobile onboarding, influencer tools, and social commerce platforms, the brand redefined how beauty products reach consumers. Farmasi’s model empowers women across Latin America to achieve financial independence and leadership. Thousands have built sustainable incomes through online sales, mentoring, and community engagement.
Feature | Farmasi | Avon / Mary Kay |
Ownership | Family-owned | Public/Private |
Manufacturing | In-house | Outsourced |
Digital Sales | Social media-driven | Hybrid |
Commission | 25%-50% | 20%-35% |
Certifications | Halal, Vegan | Varies |
Since 2022, Farmasi has aggressively entered Brazil, Colombia, and Mexico, quickly gaining market share through community-based growth.
Events like IMPULSO Mexico City 2025 serve as catalysts, energizing teams, rewarding leaders, and localizing Farmasi’s mission for Latin culture.
Studies by Klimanov & Tretyak (2021) highlight Farmasi’s transformation as a model of innovative business evolution, while Hadjielias (2017) emphasizes value co-creation between brands and field leaders.
According to Heskett et al. (2008), family-owned companies like Farmasi enjoy stronger employee loyalty and brand cohesion, which are critical in sustaining long-term trust.
Risk | Impact | Mitigation |
MLM Scrutiny | Legal challenges in some markets | Enhanced transparency & compliance |
Market Saturation | Competition from established brands | Product diversification & innovation |
Social Media Dependency | Algorithmic changes | Omni-channel strategy |
Gender Limitation | Narrow demographic | Unisex product lines |
Looking ahead, Farmasi aims to expand into more than 50 countries by 2030, leveraging AI-driven digital platforms, eco-friendly formulations, and local manufacturing hubs in emerging markets.
As Sinan Tuna often emphasizes, Farmasi’s future is “not just about selling beauty — it’s about building communities.”
Farmasi’s IMPULSO Mexico City 2025 event was more than a celebration; it was a statement. It showcased a family-owned company transforming into a global leader in the direct-selling and beauty industries.
With its deep-rooted ethics, innovative leadership, and expanding LATAM presence, Farmasi is redefining the future of beauty entrepreneurship influencer at a time.
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