URBAN Care, which started production under the umbrella of Selen Cosmetics in 2013, brings innovative personal care products to Turkish consumers in the cosmetics sector. URBAN Care is a hair care brand that caters to urban women who are conscientious about personal care and offers practical and effective products that are respectful to nature and animals, being a vegan brand. 

As a domestic brand, URBAN Care has quickly become competitive with global giants. According to Nielsen research results in 2023, it became Turkey's best-selling hair care brand. Additionally, the Expert Biotin Caffeine series has achieved the title of ''Turkey's best-selling anti-hair loss series,'' while the Dry Shampoo series holds the title of ''Turkey's best-selling dry shampoo.'' 

URBAN Care products are available to consumers through various channels including personal care stores such as Watsons, Gratis, ROSSMANN, EVE, Cosmetica, as well as the official sales website www.urbancare.com.tr, rapid market channels such as Getir, Yemek Sepeti, national retailers like Migros, Carrefour, select local retailers, and perfumeries. 

Showing a strong presence in international markets, URBAN Care successfully exports its products to 40 countries. 

*According to Nielsen results from January 2023 to December 2023, URBAN Care is the leader in the total hair care products category in the Turkish perfumery channel, including treatment products, in terms of both units and turnover.