CollectionSephora x Merve Özkaynak
Sephora Turkey’s first ever influencer collection. Seven products made with Sephora Collection around one simple idea: beauty is for everyone.
Video and articleSephora Turkey’s first influencer collection
Beauty · Fashion · Lifestyle
Merve Özkaynak
Makeup, skincare, shopping and style videos since 2014. I’ve created collections with Sephora, MAC and Koton.
2.12MYouTube subscribers
827K+Instagram followers
167K+TikTok followers
72K+X followers
789YouTube videos
481M+Total views
Showreel
Collection launches, TV appearances and highlights.
Mehmet Zorlu Foundation Youth Summit
On stage with Ruhi Çenet and Orkun Işıtmak
Collections &
collaborations
Collections and campaigns I created with brands.
Collection
CollectionMAC x Merve Özkaynak #summer4ever
MAC’s first influencer partnership in Turkey, built from the products I actually reach for every day. It sold out in the first week.
Video and article5,000 units in two weeks · online sales up 130.72%
CollectionMAC x Merve Özkaynak 2
The follow-up, with a new line-up of products. During the launch, MAC store traffic rose 8% and store sales 4%.
Video and articleOnline: new visitors +57%, new customers +117%
CollectionMarks & Spencer x Merve Özkaynak
A collection for the romantic city woman: floral and statement prints in coffee, rust, burgundy, magenta and blue, made to be worn for years.
DesignH&M Fair Bag
For H&M’s fair bag project, made from upcycled waste fabric, I designed my own bag from start to finish. Its message, “You are Beautiful”, sold out in stores within days.
Sold out in stores
CollectionKoton x Merve Özkaynak
Styling advice on the Koton Fashion Club platform and an easy, wear-anywhere capsule collection that sold out quickly.
Video and articleSold out quickly
TV commercialAvon Mark Big & Extreme Mascara
I starred in the TV commercial for Avon’s Mark Big & Extreme Mascara, and the campaign gave sales a clear lift.
Brand ambassadorKIKO Milano · The Little Mermaid
I represented Turkey as KIKO Milano’s brand ambassador at the Little Mermaid collection’s red-carpet event in Milan.
Press & awards
2026Webrazzi Summit 2026
Istanbul, 21 October 2026. Speaker on the panel “How do new-generation brands grow?”, as a content creator and digital entrepreneur. Read more ↗
2026Alem · Two generations, one heart
A Mother’s Day interview with my daughter Melisa. Read more ↗
2024Denebunu Awards: Best Influencer Brand Collaboration
Merve Özkaynak x Neutrogena, voted by Denebunu members. Read more ↗
2024Alem · On motherhood
A joint interview with Ece Tuncel, Aysun Yıldız Güngör and Aslı Özdel. Read more ↗
2023Çağla ile Yeni Bir Gün
Fashion guest on Turkey’s biggest TV channel. Watch ↗
2023Milan Fashion Week
Fendi, Santoni and Elisabetta Franchi shows and the Vogue party.
2023ELLE · Fashion Collector
Magazine interview.
2023InStyle Turkey · Beauty talk
My morning and evening routines and how I approach skincare. Read more ↗
2023H&M collaborations
The Rabanne and Simone Rocha collections and the Innovation Collection launch in Madrid.
YouTube Top Creator
Selected twice for YouTube’s Top Creator programme.
2019Mehmet Zorlu Foundation Youth Summit
With Ruhi Çenet and Orkun Işıtmak, talking about how we started on YouTube. Watch ↗
2017YouTube Rewind 2017
One of the creators from Turkey in YouTube’s global Rewind video. Read the article
From around the world
Fashion weeks, travels and shoots.
From fashion consulting to one of Turkey’s biggest beauty channels
I started out in fashion: consulting and store management for global luxury brands, then digital marketing manager at a major magazine group. In 2014 I put that experience together with a bit of entrepreneurial stubbornness and opened my YouTube channel.
The channel grew fast. Today it is one of Turkey’s biggest beauty and style channels, with more than two million subscribers, and YouTube has twice picked me for its Top Creator programme. On Instagram, TikTok and X I share the same thing in shorter form.
What I do hasn’t changed much since the first video: I buy the product, I try it, and I say what I really think, whether it’s a viral launch, a cult classic or something that didn’t work for me at all. Paid partnerships are always labelled. That honesty is why brands like Sephora, MAC and Koton trusted me with my own collections, and why people keep watching.
Most of my content is in Turkish. For brand partnerships, press and events, you can reach my team through the collaboration form.