Hepsiburada reports 50% rise in sunscreen sales as e‑commerce dominates Turkish market

Hepsiburada, together with research firm FutureBright, released findings that unit sales of sunscreen products on its platform have grown by 50% over the past year. The study shows e‑commerce is the preferred purchase channel, with 54% of consumers selecting online sites first and half of respondents applying facial sunscreen even in winter, while body sunscreen use remains seasonal.

The main motivations for use are preventing skin spots (69%) and avoiding sunburn (66%). More than 90% of users reapply sunscreen during the day. Women show a stronger interest in multifunctional facial sunscreens, and alternative SPF formats such as sticks, gels and powders are gaining popularity. About 57% say they would buy several sunscreen items regardless of discounts, and 78% favor skincare products that contain SPF. Social media boosts the appeal of Korean brands, while local brands are chosen for daily use and imported premium brands for sensitive skin. Among parents, 67% regularly apply sunscreen for their children.

These trends highlight the growing importance of online retail for personal‑care products in Turkey and suggest a year‑round consumer focus on sun protection.