The year was 1923. As the young Republic of Türkiye was rising from its ashes, another history began to be written in a small shop in Ankara. Founded by Eyüp Sabri Bey with the vision of "bringing freshness to every home," Eyüp Sabri Tuncer, over the course of a century, has transformed from being merely a cologne brand into Türkiye's global ambassador in personal care. Here is the story of this century-old giant, stretching from its first promotional coupon to vegan-certified modern cosmetics.
Some brands transcend the name of the product itself. Synonymous with cologne in Türkiye, an unchanging ritual of holidays, hospital visits, and journeys, Eyüp Sabri Tuncer has been a part of our lives for over 100 years. However, the story of this brand is not just about the scent of lemon blossom; it is a lesson in entrepreneurship, an industrial revolution, and a success story of generational transfer.
1923: A Bazaar in Ankara and a Marketing Genius
The story begins in 1923, the year the Republic was proclaimed, in a drapery and haberdashery store (a "Bon Marché") opened under the name Eyüp Sabri in Ankara. The founder, Eyüp Sabri Tuncer, was not just a tradesman but a marketing genius far ahead of his time.
In those years, cologne was a luxury, a hard-to-reach product. Eyüp Sabri Bey developed a method to introduce the public to this freshness, a method that could still be taught as a case study in universities today. He added a coupon at the bottom of a brochure he had printed, writing: "A free bottle of cologne for whoever brings this coupon." But there was one condition: customers had to bring their own empty bottles. With this strategy, the people of Ankara formed queues in front of the shop, bottles in hand. What filled those bottles that day was not just lemon cologne, but the foundations of the brand built upon generosity and trust.
In Pursuit of a Local Formula: The Laboratory Era
By the 1930s, Eyüp Sabri Bey, thinking "we can do this ourselves" instead of importing cologne essence from abroad, rolled up his sleeves. He went to Istanbul and conducted research on essence production.
With the inclusion of his son, Sabahattin Tuncer, the brand began to evolve from a workshop into an industrial enterprise. Sabahattin Bey worked tirelessly in the laboratory for nights on end to decipher the formulas of imported essences and achieve local production. Having developed its own formulas, the brand now gained an identity not just as a seller, but as a manufacturer. In the 1960s, that famous building in Ulus, Ankara, turned into a beehive, striving to fulfil orders pouring in from all over Türkiye.
The 3rd Generation and Modernisation: Transformation into a Cosmetics Giant
The second major turning point that changed the brand's destiny came in the mid-1990s when the 3rd generation representative, Engin Tuncer (Sabahattin Bey's son), took over management. While preserving the legacy inherited from his grandfather, Engin Tuncer made radical decisions to prepare it for the competitive conditions of the modern world.
The modern production facility established in Lalahan, Ankara, in 1995 enabled the brand to shed its old skin. The days of manual filling were over; an era of a massive factory with fully automated, touchless production had begun. This facility transformed Eyüp Sabri Tuncer from merely a cologne maker into a personal care brand offering over 600 product varieties, from liquid soap to shampoo, lotion to toothpaste.
Respect for Nature: Vegan and Certified Production
Eyüp Sabri Tuncer's greatest strength at the point it has reached today is its ability to break its traditional image with an innovative vision. Closely following global trends, the brand has become one of the first cosmetic brands in Turkey to have a Vegan Certified (V-Label) product range.
With its paraben-free and gluten-free formulas, products not tested on animals, and natural ingredient series (with olive oil, argan oil, macadamia oil), the brand has managed to secure a place not only in the bags of the older generation but also in those of Generation Z. Its natural olive oil liquid soap series, in particular, is vying for market leadership in Türkiye.
From Ankara to New York: A Global Brand
The adventure that began in a shop in Ankara in 1923 continues today with exports to more than 70 countries. Eyüp Sabri Tuncer products are sold on shelves around the world—from supermarket chains in the United States to boutique stores in Europe, from the Middle East to the Far East-bearing the "Made in Türkiye" stamp.
With its presence in Duty Free stores, the brand is also a top choice for tourists visiting Turkey and is steadily progressing towards becoming a "Turquality" brand, contributing to the country's promotion. Additionally, with its "est1923" line in the premium segment, the company also appears as a domestic player in the luxury cosmetics market.
100 Years of Trust
During the pandemic, while the whole world faced shortages of disinfectants and hygiene products, Eyüp Sabri Tuncer's factories operating 24/7 to supply cologne to the public at affordable prices once again proved that the brand possesses a stance beyond commerce, a national one.
This story, stretching from grandfather to grandson, from shop to factory, from the local market to the global arena, is the finest proof that one can become a global brand without compromising on quality and by staying true to one's roots. Having surpassed 100 years, Eyüp Sabri Tuncer continues to breathe freshness into the future with its invigorating scent.
