Şeyda Erdoğan on Her Creative Journey With Her New Makeup Brand, ADVB

I’ve always admired people who break free from norms, blending creativity with discipline and determination. Şeyda Erdoğan, one of the youngest and most captivating voices in the local beauty scene, is one such person. Yet, when I called her one Wednesday morning to talk about her new makeup brand, ADVB, I had no idea I’d become a Şeyda Erdoğan fangirl. What started as a quick chat about her brand turned into an hour-long deep dive into the beauty industry.

Since the age of sixteen, Şeyda has been creating her signature makeup content. With a burning desire to independently bring her ideas to life, she built her makeup brand from scratch—on her own terms, with a small team and personal investment. As she passionately shared the challenges she overcame to maintain product quality and her belief in individual beauty, she revealed how she crafted one of the most inclusive campaigns Turkey has ever seen—despite knowing she’d face criticism. Listening to her, I couldn’t wait to try ADVB products and follow the brand’s journey. Now, we’re here to accompany Şeyda on this exciting chapter with ADVB, a brand that views makeup as a tool for self-expression and champions representation for all.

Can you tell us a bit about yourself? How did you develop an interest in makeup?

I’m 26 years old and have been a content creator for a decade. Honestly, I thought I’d take a different career path. After two years of training, I got into the photography department at Mimar Sinan Fine Arts University. But life had other plans, and I left school to become a full-time content creator. Makeup has always been special to me, ever since I was little. I spent my summers in the countryside with my aunt; playing with her makeup was my favorite pastime. What started as a childhood fascination has turned into something I could never have imagined back then.

How did you start filming makeup videos? How has your content and style evolved?

I posted my first makeup video when Instagram introduced its video feature. It was a quick tutorial on how I did my eyeliner, right when the winged eyeliner trend was huge. After that, I continued uploading videos on YouTube. I’ve always loved experimenting with bold looks. Alongside sharing makeup tips and product reviews, I pushed the envelope with more creative styles. I started embodying different characters as my audience grew, honing my skills as I went. My YouTube series, Makeup with Stories, was all about creating makeup looks inspired by characters I invented, complete with their backstories. Although my first videos got comments like, “Where would we even wear this makeup?” over time, those looks found their audience and became key in shaping my style. That’s how I started using my face and content to express my imagination and artistry.

 

How did the idea of starting your own makeup brand come about? How long have you dreamed of this?

Honestly, starting my brand was something I didn’t even dare dream about for a long time. For years, while reviewing products, I kept thinking, “How would I formulate this?” I think it was only in the last five years that I found the courage to dream it up. For the past two years, I’ve been doing everything I can to bring it to life. What once felt like an impossible dream no longer does.

How would you describe ADVB? What does the name stand for?

ADVB stands for Art Du Visage—“The Art of the Face.” Back in 2021, when I was saving up to start the brand, I kept reflecting on what makeup meant to me, and that phrase was the only one that truly resonated.

 

What challenges did you face in building ADVB, and how did you overcome them?

It felt like I was walking down an utterly unfamiliar path but somehow found my way. I never expected it to be easy, but I also had to accept that it was harder than I anticipated. One of my biggest challenges was being absolutely sure of what I wanted. I could never release something that didn’t meet my standards. Being satisfied with the end result was crucial. Balancing the brand’s accessibility while dealing with commercial concerns I’d never faced before was also a major hurdle.

ADVB’s initial product lineup includes an eyeshadow palette, a multipurpose cream blush for lips and cheeks, and a gel lipstick. How did you choose these products, and can you tell us more about them?

I relied on my years of experience and personal preferences when curating these products. The Trust Me Eyeshadow Palette is a staple with 12 shades in two different textures. As a longtime content creator, my audience still asks for a versatile eyeshadow palette that works for both day and night, and we designed the color range accordingly. The first shades I chose were black and white. I also consulted with makeup artist friends to ensure it would be versatile for professional use. The result is a timeless, richly pigmented palette for both personal and pro use.

The Lip n Cheek Colour series is the multipurpose product I’ve always dreamed of. It works on both lips and cheeks. But it doesn’t stop there—it has such a wide pigment range that it can even be used as face paint. Depending on how much you apply, it can act as a full-coverage cream lipstick or give a subtle hint of color. It’s super practical and easy to blend—perfect for days when you just want a quick touch of color before heading out. We have three fantastic shades, and I can’t wait to expand the line.

I developed the Lip Stain gel because my lips are naturally pale. It’s highly pigmented and has a broad pigment range. You can use it as a lipstick or get a long-lasting tint effect for a natural look. It gives lips a natural flush but can also be layered for bolder looks. We reformulated it three times and imported special pigments to achieve the texture and shades I had in mind.

What are your hopes and aspirations for ADVB’s future?

The list of dreams I have for ADVB is already long. I’d love for it to become a project that grows from Turkey to the world. There’s so much room to expand, and I believe we can reach new heights in the world of color cosmetics. It’s a massive and ever-evolving industry.

 

ADVB’s campaign is the most inclusive Turkey has ever seen. Where did you get the inspiration for this shoot? What were its key ideas and goals?

To me, makeup is a form of personal expression, a powerful way to showcase your style. I wanted to ensure that everyone is represented in this space. I’m excited to create even more inclusive and creative projects. The team I worked with brought their unique touch to the campaign, drawing on years of experience to make it happen.

What does inclusivity mean to you?

I believe our diversity reflects the richness of human differences. To me, inclusivity is about embracing those differences.

 

The beauty world is shifting towards individuality, breaking away from rigid standards. What do you think brands can do to help advance this movement?

It’s crucial to highlight that there isn’t just one definition of beauty. Brands need to adopt and promote diverse identities and styles, and represent those who might not typically be seen.

At just 26, you’ve already achieved so much by launching your own brand. What advice would you give young followers wanting to break into the beauty industry?

The beauty industry changes rapidly, so staying on top of trends is essential. But more than that, it’s about adding your twist to things. Keep an open mind, be willing to learn, and don’t be afraid to experiment. If you’re passionate and believe in your vision, don’t let go of your goals. And if you’re having fun while doing it, that’s already a significant advantage.

What’s your go-to makeup look that makes you feel your best?

One of my favorite looks from the campaign is this one. We used Lip n Cheek all over my face. We had so much fun creating it. Right after the photo was taken, we all looked at it and said, “Yes, this is totally Şeyda.”

 

Which makeup artists inspire you?

I’m a huge fan of Erin Parsons—we have pretty similar tastes. I also closely follow Pat McGrath, who’s an absolute legend for her trend-setting style. Isamaya Ffrench brings such a bold and unique perspective that I admire. And, of course, Kevyn Aucoin is a personal favorite—his iconic looks and techniques are truly timeless.

What are the makeup products you can’t live without?

When I first started, I wasn’t a fan of blush, but now I can’t go without it. I like to go heavy on the blush. Cold-toned lip liners are also a staple for me—especially M.A.C Stone.

What makes a makeup product a must-have for you?

Definitely the product’s performance. While I appreciate fancy packaging, I care much more about how the product fits into my routine.

What’s your favorite flaw?

The fact that my head looks big compared to my body. It’s funny; I never noticed it until others pointed it out. This little quirk always makes me think of Monster High dolls. I love to play it up with bigger, bouncier hairstyles!