Farmasi: Anatomy of a Successful Turkish MLM in the US

Farmasi is one of the richest and most successful MLM companies in Turkey, the US, and globally.

It was recently ranked 28th place in the 2022 DSN Global 100 list. This feat was achieved after decades of exemplary growth in Turkey and Europe before recently setting up shop in the US. It’s now rapidly expanding in North America.

Here’s an in-depth analysis of how the company has dominated the MLM world.


  • Farmasi is an international MLM company specializing in cosmetics, skincare, and nutrition, originating from Turkey, and has expanded its presence to 26 countries, selling products in 125 countries worldwide.
  • The company generated $459 million in 2021 and has more than 4 million distributors globally, providing a business opportunity for independent distributors (Beauty Influencers) through direct selling and multi-level marketing.
  • Farmasi offers a diverse range of products, including Dr. C. Tuna skincare solutions, FARMASI cosmetics, and Nutriplus nutrition supplements, all of which are marketed as safe, vegan, non-GMO, and dermatologically tested.

Section 1 – The Company

Within this initial section, we evaluate the company’s performance by examining its history, values, market share, and more.

Overview of Farmasi

Farmasi (Farmasi US LLC in the US) is an international MLM company originating from Turkey and specializing in cosmetics, skincare, and nutrition.

The name Farmasi is derived from the word, pharmaceutic (a branch of chemistry involving quality standards of pharmaceutical materials), based on the company’s pharmaceutical heritage and vision of pharmaceutical quality standards in cosmetics products.

They position the brand as having a commitment to clean and safe products. And the company operates as a manufacturer, retailer, and direct seller.

Market performance

Farmasi has achieved immense success generating $459 million in 2021, and currently employing 1,500+ workers.

It has locations in 26 countries and sells products in 125 countries, including:

  • Canada
  • Germany
  • Hungary
  • Mexico
  • Moldova
  • Poland
  • Portugal
  • USA
  • Turkey

Since 2019, the US division reported that they shipped 300,000 monthly orders with sales reaching $10 million.

Who founded Farmasi?

The founder of Farmasi is Doctor Cevdet Tuna.

He was born in Edirne, Turkey, in 1923. He started the company in the 1950s as a pharmaceutical manufacturer. Unfortunately, he passed away in 2017.

Dr Cevdet Tuna - FarmasiPin
Doctor Cevdet Tuna


Before starting Farmasi, Doctor Cevdet Tuna set up a pharmaceutical manufacturing company in 1950 in Istanbul, Turkey. He run it for 22 years before selling it to a foreign investment enterprise. Thereafter, he imported raw materials for pharmaceutical products between 1977 and 1995.

In 1998, Dr. C. Tuna and his son, Omer Hakan Tuna, set up Tanalize Cosmetics manufacturing private label cosmetic products for retail shops worldwide. Later, Omer Hakan Tuna became the president while Dr. C. Tuna was honorary president.

The company eventually created its own cosmetics brand, Farmasi Cosmetics, in 2003. It was first sold through traditional retail channels before changing to direct selling in 2010.

Farmasi US LLC (Farmasi US) was launched in January 2019 after a 70-year-old international legacy.

Who is the CEO of Farmasi?

Sinan Tuna, the third generation Tuna family member, was appointed CEO of Farmasi North America in September 2020.

Who is the owner of Farmasi?

The company is family-owned by the children and grandchildren of the founder, Doctor Cevdet Tuna. The 2nd and 3rd generation family members operate the company.

Where is the Farmasi headquarters?

The primary company headquarters is in İSTANBUL, Çekmeköy, at Ömerli Merkez Mah. Uran Cad. No:33, İSTANBUL, Çekmeköy, TR.

The main location in the US is found at 4225 NW 72nd Ave, Miami, FL 33166.

Company mission and values

As highlighted in the company credo, Farmasi reveals its core principles as a belief in the power of: beauty, self expression, intention, integrity, and empowerment.

The company aims to provide tools and support to help women experience success and fulfillment in their personal life and financially.

Farmasi logoPin

Section 2 – Business Model

This second section covers the intricate details of Farmasi’s business model. We analyze the company’s marketing strategy and the business opportunity for independent distributors.

How does Farmasi market its services?

Farmasi MLM markets its services through direct sales/ multi-level marketing.

Independent distributors (Beauty Influencers) can re-sell the company’s products for profit and earn commissions or other rewards for building a team of other Beauty Influencers.

Farmasi’s compensation model explained

Independent distributors who join this company will go through 28 ranks in its compensation plan.

You’ll first start in the Beauty Influencer rank, which has eight different levels before advancing through the following ranks:

  • Virtual Manager
  • Manager
  • Director
  • Bronze Manager
  • Bronze Director
  • Golden Manager
  • Golden Director
  • Platinum Manager
  • Platinum Director
  • Emerald Manager
  • Emerald Director
  • Diamond Manager
  • Diamond Director
  • Vice President Manager
  • Vice President Director
  • President Manager
  • President Director
  • Boss Manager
  • Boss Director
  • Executive Boss Manager
  • Executive Boss Director

Here is an overview of the required group volume to advance through the different ranks and commissions and bonuses you earn (note that your Group Volume (GV/ personal and team sales) determines your title, commissions, and bonus level percentage):

TitlePersonal BonusGroup VolumeSide PointsLegsTitle Points
Beauty Influencer3%200
Beauty Influencer6%400
Beauty Influencer9%600
Beauty Influencer12%900
Beauty Influencer15%1,400
Beauty Influencer18%2,200
Beauty Influencer22%3,600
Virtual Manager25%5,000
Bronze Manager25%5,0001,5001
Bronze Director25%5,0001,5001
Golden Manager25%10,0002,5002
Golden Director25%10,0002,5002
Platinum Manager25%20,0002,5004
Platinum Director25%20,0002,5004
Emerald Manager25%40,0005,0008
Emerald Director25%40,0005,0008
Diamond Manager25%60,0005,0001215
Diamond Director25%60,0005,0001215
Vice President Manager25%80,00010,0001630
Vice President Director25%80,00010,0001630
President Manager25%100,00010,0002060
President Director25%100,00010,0002060
Boss Manager25%150,00010,00030120
Boss Director25%150,00010,00030120
Executive Boss Manager25%200,00010,00030240
Executive Boss Director25%200,00010,00030240

In the compensation plan, Side Points refers to your Group Volume (GV) minus the GV of your first generation BIs with a 25% Bonus Level and the BIs with the highest GV with 22% or 18% Bonus Levels. This determines title achievement.

And Title Points accumulate based on the titles of your first generation BIs.

Also, note that you earn 1 PV per wholesale dollar.

Here is an overview of the leadership bonuses:

Executive Boss8.50%7.00%4.25%3.75%2.50%1.25%0.50%
Vice President7.00%5.50%3.50%3.00%1.75%0%0%

How many Farmasi Beauty Influencers are there?

Farmasi has more than 4 million distributors globally.

How to make money on Farmasi (video)

Farmasi provides 10 different ways to earn in their compensation plan:

  1. Welcome program: A free product in your first 4 months.
  2. Online commissions: 50% of your personal online store sales.
  3. Retail profit: 50% of retail cost from selling to customers.
  4. Monthly team building bonus: When your new BI (Beauty Influencer) achieves the first month of the welcome program.
  5. Personal bonus: Up to 25% commission on your personal volume (PV).
  6. Group bonus: For every BI you personally sponsor.
  7. Leadership bonus: Up to 6 generations on your personally sponsored BIs with bonus levels 25%, 22%, and 18%.
  8. Monthly car allowance: For Golden Directors and above.
  9. Cash bonus: For Directors and above.
  10. Unforgettable experiences: First-time Golden Directors and above travel to amazing destinations.

Customers can also earn through the Share the Beauty program, whereby customers get $10 off their purchases for every person they refer who also gets $10 of their first order.

How to become a Farmasi Beauty Influencer

To become a BI, you can submit an application on the Farmasi website and provide such details as your names, email address, physical address, telephone number, and sponsor’s code (optional).

What are the requirements to become a Farmasi Beauty Influencer?

The following requirements apply if you want to become a BI:

  • be of the age of majority in your state of residence (not a minor)
  • fill out the BI application
  • accept the Farmasi Entrepreneur Agreement
  • create a Farmasi website account

How much money can you make with Farmasi?

In its income disclosure, Farmasi provides the following insights of the typical earnings of all its distributors in 2020 (note that these figures don’t include commissions from personal retail sales):

TitleAverage CommissionAnnualized Avg. Commission% Of All Distributors
0% BI Level$17.22 $206.59 32.11%
3% BI Level$27.67 $332.04 31.49%
6% BI Level$64.86 $778.31 11.33%
9% BI Level$107.99 $1,295.92 7.60%
12% BI Level$166.41 $1,996.92 5.79%
15% BI Level$252.59 $3,031.08 3.83%
18% BI Level$372.73 $4,472.77 2.67%
22% BI Level$576.08 $6,912.96 0.95%
25% BI Level$2,232.28 $26,787.40 4.23%
Director$1,391.91 $16,702.94 3.14%
Golden$3,805.60 $45,447.19 0.46%
Platinum$9,352.35 $112,228.16 0.16%
Emerald$18,252.03 $218,904.41 0.06%
Diamond$40,122.28 $481,467.38 0.01%
Vice President$79,847.94 $958,175.25 0.00%
President$87,897.07 $1,054,764.84 0.00%

How to sell Farmasi’s products

Beauty Influencers get a personal website under Farmasi to which they can direct online customers to purchase products.

How much does it cost to join Farmasi?

The startup cost for BIs is $19.99.

Is there a minimum PV requirement?

To earn bonuses, BIs must have at least 125 PV. The company gives BIs 6 months to meet their PV points.

However, Farmasi doesn’t charge any monthly maintenance fee, replicated website fees, or reporting fees.

Section 3 – Products

In this section, we discuss Farmasi’s products, taking a closer look at the company’s key brands, manufacturing capacity, and more.

What does Farmasi sell (video)?

Farmasi produces 2,000+ products (250+ launched annually), featuring makeup, skincare, homecare, and wellness.

The key brands on offer include:

  • Dr. C. Tuna skincare solutions
  • FARMASI cosmetics for professional makeup artists or everyday consumers
  • Nutriplus nutrition supplements

They feature a range of products that are specifically vegan (e.g. Dr. C. Tuna Calendula Oil, Limitless Volume Mascara, and Mr. Wipes Fabric Softener), gluten-free (e.g. Farmasi VFX Pro Camera Ready Strobe Cream, FRM Kajal Gel Eyeliner, and Farmasi Mono Eyeshadow 12 Baby Cakes), and fragrance-free (e.g. Dr. C. Tuna Acne Balancing Cream, Extreme Curl Mascara, and Dr. C. Tuna Aqua Revitalizing Eye Cream).

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What is unique about Farmasi’s products?

Farmasi markets its products as being safe and bearing the following features:

  • dermatologically tested
  • vegan
  • non-GMO
  • no endangered plants used in production
  • SLS free
  • phthalate free
  • paraben free
  • phosphate free
  • formaldehyde free
  • no testing on animals

The Nutriplus nutrition supplements are also non-GMO, soy free, heavy metal free, dairy free, and free of artificial flavors or colors.

Where are Farmasi’s products made?

The company has a 2.5 million square foot manufacturing campus in Istanbul called FarmaCity. It has seven factories creating and packaging make-up, skincare, fragrance, and homecare products.

In the US, the company set up a $26 million distribution campus in Miami, Florida.

Are Farmasi’s products tested and certified?

Farmasi states that all its products are certified by independent bodies such as HALAL, GMP, FDA, and ISO 9001.

Lawsuits and Independent reviews of Farmasi

There are various complaints about the company on the Better Business Bureau website including from Beauty Influencers who were locked out of their accounts erroneously.

On the positive side, a news report on the DSN indicates that the company was named the fastest-growing brand based in Europe. It was also ranked as the third-fastest growing direct selling company in the world.

Section 4 – Doubts and Misconceptions About Farmasi

This section covers the most common questions about Farmasi to help demystify various misconceptions and clarify specific details about the company.

Is Farmasi toxic?

Farmasi states that their products are free of toxic compounds and even provides a list of vegan, gluten-free, and fragrance-free products.

How to quit Farmasi?

According to Farmasi, Beauty Influencers who don’t earn 125 PV in 6 calendar months may be considered inactive. Their accounts would be closed. However, you can re-enroll if you didn’t resign (you’ll be free to enroll under any sponsor of your choice).

If you want to quit, you can submit a written notice or email to the Company’s Compliance Department. This written notice will include the following:

  • your intent to resign
  • resignation date
  • your Farmasi Identification Number
  • the reason for resigning
  • your signature

Note that you can’t re-enroll after resignation for a period of 6 months, and Farmasi can either approve or deny your re-enrollment after you resign.

Section 5 – FAQs and Recap

In conclusion, we summarize some key concepts by answering frequently asked questions.

What is Farmasi and what products do they offer?

Farmasi is a European cosmetics and personal care brand offering a wide range of products, including makeup, skincare, hair care, and fragrances. The company is known for its high-quality products at affordable prices.

Are Farmasi products cruelty-free and environmentally friendly?

Yes, Farmasi is committed to producing cruelty-free products, meaning they do not test their products on animals. Additionally, the company is dedicated to minimizing their environmental impact through eco-friendly practices and packaging.

How can I purchase Farmasi products?

Farmasi products can be purchased through their online store or from independent consultants called “Beauty Influencers.” These representatives can offer personalized recommendations and assist you in finding the perfect products for your needs.

Is it possible to become a Farmasi Beauty Influencer and earn money?

Yes, you can become a Farmasi Beauty Influencer by signing up on their website and purchasing a starter kit. As a Beauty Influencer, you can earn money by selling Farmasi products to your network and building a team of fellow Beauty Influencers.

What makes Farmasi stand out from other cosmetics brands?

Farmasi differentiates itself by offering high-quality, affordable, and cruelty-free products that cater to various customer needs. The company also provides income-earning opportunities through its Beauty Influencer program, allowing individuals to build their own businesses while promoting the brand.


Author: Victor Nyorani

Victor Nyorani - Network Marketing Start

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