Eda Sürücü on Harnessing Nature’s Power in Skincare

What sparked Eda Sürücü Kaya’s journey was obtaining a production permit for a unique clay blend of peloid and bentonite from Valla Canyon, nestled in her father’s hometown of Kastamonu—a pivotal step in bringing Pelcare to life. The brand’s products are formulated with plants, cold-pressed oils, pure botanical waters, extracts, superfoods, vegan actives, and adaptogens to support both skin and body. Kaya shares the story behind her brand with Wonderflaw.

How did you decide to launch Pelcare?

When I was living in the US, I saw how certain clays were widely used in cancer treatments. Then I found out that one of those clays actually came from a canyon in Kastamonu, and that’s when everything clicked for my brand. From there, the journey of our effective and clean products began.

Describe Pelcare in three words.

Plant-based, pure, and effective.

What challenges did you face while building your brand? Who supported you the most?

I built Pelcare from scratch without financial backing. My parents taught me I could achieve anything if I worked hard—and that belief was everything. Were there challenges? Absolutely—I had my failures and disappointments. But looking back, I don’t even remember them! I guess they were minor obstacles that I overcame, helping me grow stronger and gain experience each day. Besides, my team, who I’ve worked with for years, has been my biggest support after my family. It’s such a blessing to work with people who share your vision, whom you trust, and who enjoy similar things.

What does beauty mean to you?

Living life fully, having that inner sparkle, and being genuine and transparent.

What’s currently in your skincare routine?

Our eye cream with five different peptides and snowdrop flower extract for a natural botox effect, our Herby Mist that’s great for both face and scalp, and especially during winter, our Green Goddess face oil that provides essential moisture for the skin.

What are your favorite ingredients lately?

Adaptogens, without a doubt. Medicinal mushrooms, in particular, are incredibly effective in both supplements and skincare. The five types of peptides we use in our eye cream are the most effective peptides in anti-aging care.

If someone new to Pelcare were to try just one product, which one would you recommend?

All our products promise hydration, but if you have irritated, sensitive skin, I’d start with our Cannabis Soothing Serum, Superfood Repairing Cream, and Blue Tansy Oil. I haven’t met anyone who didn’t see results in less than a day.

What is your biggest dream for Pelcare?

To bring together a full range of plant-based and toxin-free products that enhance quality of life. We’ll be expanding this vision to include 100% plant-based, toxin-free home products soon. Within three years, I believe we’ll be Turkey’s most innovative, high-quality wellness brand.

Do you have a dream event venue or campaign face for Pelcare?

Rather than just an event location, I dream of creating a whole space. Until this year, I hadn’t thought about opening a store in Turkey, but I’m now seriously considering it, envisioning it as an experiential concept. I admire Cansu Akın’s grounded yet warm presence.

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Your makeup essentials?

I’m not really into makeup. I prefer a healthy glow instead. Whether I’m heading to work or going for a walk, I always apply a cheek and lip balm without titanium dioxide and a little mascara.

Who are your favorite people and platforms to follow on social media?

I’m a big fan of podcasts and Storytel. I love listening to podcasts and audiobooks on inspiring topics during walks and long car rides. In marketing and entrepreneurship, I’ve listened to programs by Seth Godin and İnanç Ayar over and over, as well as every episode of Bir Aile Meselesi, a podcast about family. On Instagram, I follow accounts for travel tips and find inspiration from real, honest content like the ones in Wonderflaw.

What are your predictions for the future of the beauty industry?

I think the future began to take shape rapidly over the past two years with the pandemic. We’re in a period where people with a certain level of affluence are compelled to make minimal, fast-acting, and clean choices in both food and cosmetics. Sensory experiences, packaging, and emotional connection are still crucial, and I think they will remain so.

What brings you the most joy with Pelcare?

Providing benefits by offering clean ingredients instead of toxic products makes me incredibly happy. Customers who haven’t used any brand other than Pelcare for years and thank us for it are an immense source of joy. They know there are people genuinely devoted to this work.

If not beauty, what would be your next calling?

I’d definitely be in the supplements and beverage industry. I even think I’ll give it a go at some point.

What’s your favorite flaw?

My favorite flaws are the pores, freckles, and wrinkles I’ve developed from spending long hours under the sun.