Shaping Beauty’s New Playbook Behind the Scenes

Women in leadership are transforming the beauty industry, and Sinem Saraçer Turanlı is among the influential figures driving this change. From her early career steps to her current role, she has played a key role in shaping beauty culture alongside some of the most prominent brands. We sat down with her to discuss her career journey, Sephora’s commitment to diversity, and her vision for the future of beauty.

What led you to the beauty industry after studying International Relations?

After graduating from Lycée Saint Joseph French and earning a degree in International Relations from Koç University, I interned at leading companies across multiple sectors like FMCG, pharmaceuticals, energy, and HR. But it wasn’t until my senior year that I discovered my passion for beauty. I was introduced to the industry through L’Oréal Group’s Brandstorm competition. Winning the Turkish leg and representing my country in France was a turning point. It set me on the path to becoming a Product Manager at Lancôme, followed by roles with Biotherm, Giorgio Armani, YSL, and dermatological leaders like La Roche-Posay and Vichy. After 14 years in Turkey, I spent four years in Canada, working with diverse brands and business models. Returning to Turkey, I served as General Manager of L’Oréal’s Consumer Health division. Joining Sephora as the Country General Manager has been an incredibly exciting new chapter.

What does beauty mean to you?

For me, beauty is about feeling confident, radiant, and in harmony with oneself.

The beauty industry is increasingly focused on inclusivity and diversity. How do you see this shift?

As the world becomes more connected and diverse, inclusivity is no longer optional—it’s essential. Where brands once offered a handful of foundation shades, today, they cater to a much broader range of skin tones. At Sephora, across 35 countries, our message is clear: “We belong to something beautiful.” We celebrate every facet of beauty, embracing diversity in age, skin tone, and background. Beauty has no singular definition anymore. Our mission is to create a space that’s fun, vibrant, and sensory-driven, where everyone can explore their unique beauty and express themselves freely. This isn’t just branding—it’s our ethos.

Sephora has been redefining beauty. What’s next on your agenda?

Our main priority is staying ahead of our customers’ needs. This means offering a broad portfolio of brands, innovative e-commerce services, and the best beauty experts, all while celebrating beauty in its many forms. Inclusivity will continue to be at the heart of everything we do, whether we’re transforming the in-store experience, expanding our product offerings, or ensuring a seamless shopping journey. Sustainability is also a major focus—from reducing energy consumption in our store designs to using recyclable materials in our products. We’re also expanding our Sephora Stands initiative, which includes programs like “Classes for Confidence,” empowering individuals through beauty, especially in underserved communities.

Describe Sephora in three words.

I’d say five: bold, fun, inclusive, trustworthy, and professional.

What do you think Sephora brings to today’s beauty culture?

When Sephora was founded 50 years ago, perfumes were locked behind cabinets. Our founder, Dominique Mandonnaud, revolutionized the shopping experience by encouraging customers to explore products directly. Today, Sephora continues this legacy by offering a space where customers can discover products, receive personalized makeup tips, and learn the right skincare routines. This retail concept extends beyond physical stores, integrating cutting-edge digital experiences. With nearly 150 brands and over 10,000 curated products, we offer a unique shopping experience. Sephora’s mission has always been to redefine the beauty world, and now, we’re focused on changing global beauty perceptions.

What’s currently in your skincare routine?

I start with a gentle cleanser, followed by Glow Recipe’s Watermelon Glow Dew Drops and Sephora Collection’s Vitamin C+E Glow Serum for hydration. During the day, I apply Supergoop Glowscreen sunscreen. At night, I rely on Drunk Elephant’s anti-aging cream and Laneige masks for skin renewal. I also love antioxidant-rich eye creams, especially The Inkey List Caffeine Eye Cream, for reducing puffiness.

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Any makeup staples you can’t live without?

I gravitate toward lightweight, high-coverage liquid foundations and concealers paired with luminous highlighters from YSL. For a fresh look, I love Rare Beauty’s Soft Pinch Blush and highlighter. Charlotte Tilbury’s eyeshadow palettes in brown and cherry tones are staples, along with Benefit’s They’re Real Mascara. For lips, I opt for plumping glosses from Fenty and Gisou’s lip oil. For a special night out, I rely on long-lasting favorites like Sephora Collection Lip Stain and Charlotte Tilbury’s Pillow Talk.

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What are your thoughts on young girls, often referred to as ‘Sephora kids,’ engaging in beauty shopping?

With the rise of social media, it’s no surprise that this tech-savvy, trend-conscious generation is drawn to beauty. As a leading beauty retailer, we see it as our duty to guide their interest in a responsible way. Our experts provide age-appropriate recommendations, and we offer samples to help young shoppers find the products that work best for them.

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

I enjoy following Alex Rivière-Sieber, Noona Smith-Petersen, and On Parle De Mode. Of course, I’m also a fan of Wonderflaw! For news, I turn to Aposto, Business of Beauty, Bloomberg Business, and Oggusto.

What trends do you see shaping the future of beauty?

Post-pandemic, self-care has taken center stage. Three key trends stand out: the integration of technology (think at-home skincare and haircare devices), the rise of sustainable beauty (with young consumers willing to invest in eco-friendly products), and the dominance of social media influencers driving purchasing decisions. Consumers aged 18-44 now often buy at least one product they’ve discovered on platforms like TikTok and Instagram.

If you weren’t in beauty, what would you be doing?

It’s hard to imagine, given my 20+ years in beauty, but I’d probably be in interior design or fashion—fields that blend art and beauty.

What’s your favorite flaw?

My slightly larger-than-average nose—it adds character to my face.