Casel İlaç

What Casel İlaç does

Casel İlaç is a privately held Turkish pharmaceutical and consumer healthcare company founded in 1983 by Pharmacist Cahit Selimoğlu, headquartered in Esenyurt, Istanbul. The company manufactures and distributes a broad multi-category portfolio spanning prescription and OTC pharmaceuticals (Perbrons, Medizinc), medical devices (Breathe Right nasal strips as the sole authorized Turkish distributor since May 2021, plus Oralmedic ulcer treatment), food supplements (Hud Collagen, Expect), dermocosmetics (Dermoten), hair care (Hairnice, Biodestek), natural soaps, an extensive line of ~91 cold-pressed and distilled natural oils, and organic foods (Annish), sold under proprietary sub-brands such as Destek, Dermoten, and Annish. The company leverages biotechnology-adjacent formulation approaches, including exosome technology positioning in skincare and combinations of Arnica Montana, Centella Asiatica, and Menaquinone-7 in products such as the Estomin Arnica Gel launched in January 2025, and holds U.S. FDA approval for its products.

Casel operates a sales-led, field-force-driven go-to-market, with medical sales representatives managing pharmacy relationships across Turkey as the primary distribution channel, supplemented by direct-to-consumer sales through its own e-commerce storefront and e-catalogues, and international distribution into the MENA region built through participation in major trade fairs (Beautyworld Middle East Dubai, BeautyEurasia, BeautyIstanbul, Exponatura) and OTC conferences in London and Frankfurt, supported by İKMİB. The company also offers private label/contract manufacturing (fason üretim) services to third parties in the pharmaceutical and healthcare sectors, and runs an internal 'e-Cademy' training platform. The product portfolio targets Turkish healthcare consumers and pharmacies as the primary segments, with international MENA distributors and partners as a secondary segment. The company employs 51-100 people, is organized as a Turkish limited company (Ltd. Şti.), and continues to operate following the founder's passing in January 2023.

Name

Casel İlaç

Legal name

CASEL ECZ.CAHİT SELİMOĞLU İLAÇ SAN.TİC.LTD.ŞTİ.

Website

https://casel.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

51–100 employees

Short description

Casel İlaç is a privately held Turkish pharmaceutical and consumer healthcare company (founded 1983, Esenyurt, Istanbul) that manufactures and distributes pharmaceuticals, medical devices, food supplements, dermocosmetics, natural soaps, oils, and organic foods under proprietary sub-brands via pharmacy, e-commerce, and MENA export channels.

Ownership category

akta.pro rank

Product category

Pharmaceuticals

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (42421), Pharmaceutical Preparation Manufacturing (325412), Surgical and Medical Instrument Manufacturing (339112)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Pharmaceutical Preparations (2834), Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Specialty Pharmaceutical Distributors (HLAIAJAB)

akta.pro secondary industries

OTC & Consumer Health Distributors (HLAIAJAC), Respiratory & Allergy Pharmaceuticals (HLAIAAAH)

Keywords

• Pharmaceutical manufacturing
• Consumer healthcare products
• Medical device distribution
• Dermocosmetics skincare
• Food supplements

Headquarters

HQ city

Esenyurt

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Pharmaceutical Products: Casel İlaç manufactures and distributes prescription and OTC pharmaceutical products under brands such as Perbrons and Medizinc, serving the Turkish pharmaceutical market through pharmacy channels.
2. Consumer Healthcare Products: Revenue from medical devices (Breathe Right nasal strips, Oralmedic ulcer treatment), food supplements (Hud Collagen, Expect), natural soaps, and dermocosmetics sold through pharmacies, retail, and e-commerce platforms.
3. Dermocosmetics and Personal Care: Revenue from skincare products under the Dermoten brand, hair care products (Hairnice, Biodestek), and natural oils distributed through pharmacies, beauty retailers, and direct-to-consumer e-commerce.
4. Contract/Private Label Manufacturing: Casel İlaç offers private label manufacturing services (fason üretim) to other companies in the pharmaceutical and healthcare sectors, generating additional revenue streams.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Casel İlaç manufactures and distributes a diversified consumer healthcare portfolio spanning pharmaceuticals (Perbrons, Medizinc), medical devices (Breathe Right nasal strips, Oralmedic), food supplements (Hud Collagen, Expect), dermocosmetics (Dermoten), and natural/herbal products (Destek, Estomin, Hairnice, Annish). The company operates as the sole authorized Turkish distributor for Breathe Right nasal strips and also offers private label contract manufacturing services (fason üretim) to other pharmaceutical and healthcare firms.

Product overview

Casel İlaç is a pharmaceutical and healthcare company offering a diversified portfolio of consumer health products. The company's offerings span pharmaceuticals (Perbrons, Medizinc), medical devices (Breathe Right nasal strips, Oralmedic ulcer treatment), food supplements (Hud Collagen, Expect), skincare (Dermoten brand), and natural/herbal products (Destek brand including natural soaps, natural oils, organic foods). The company distributes Breathe Right products as the authorized Turkey distributor since May 2021, and has recently launched Estomin Arnica Gel combining Arnica Montana with Centella Asiatica and Menaquinone-7 for skincare applications.

Differentiator

Problem solved

Functional benefit

Brands

• Destek: Natural and herbal products brand including food supplements, natural soaps, and herbal extracts.
• Dermoten
• Breathe Right
• Perbrons
• Medizinc
• Hud Collagen
• Expect
• Annish
• Biodestek
• Hairnice

Quantifiable outcome

• 88.5% employee satisfaction rate (Very Satisfied and Satisfied) as of 2022 per Google Online Survey data

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Breathe Right (GlaxoSmithKline Consumer Healthcare)coreChannel Partner/ Reseller/ Distributor · 1 May 2021Casel İlaç signed a distribution agreement in May 2021 to become the sole authorized distributor of Breathe Right nasal strips in Turkey. Breathe Right is the global market leader in nasal strips for nasal congestion and snoring. The product is classified as a medical device, is drug-free, and provides comfortable breathing and sleep solutions. Breathe Right is available in multiple variants including Classic, Extra, Clear, and the new Large size.
• İstanbul Chemicals and Products Exporters' Association (İKMİB)minorGTM or Marketing PartnerCasel İlaç received support from İKMİB (İstanbul Kimyevi Maddeler ve Mamulleri İhracatçıları Birliği) at the Beautyworld Middle East fair held in Dubai, facilitating the company's international market expansion and brand visibility efforts.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Hikma Pharmaceuticals: MENA-focused pharmaceutical manufacturer and distributor with branded generics and consumer health offerings across the region. Comparable to Casel in branded pharma distribution model and MENA regional ambition.
• Dabur International: India-headquartered natural and Ayurvedic consumer-health company with significant MENA distribution. Comparable to Casel's Destek and Annish natural/organic product lines, with overlap in food supplements, natural oils, and herbal personal care categories.

Emerging players

• Sebapharma: German natural personal-care and natural soap specialist selling through pharmacy and natural-product channels. Comparable to Casel's Destek natural soaps/oils portfolio in category positioning and pharmacy-channel focus.
• Pierre Fabre (Dermo-cosmétique): French dermo-cosmetic specialist with growing Turkish and MENA presence through pharmacy channels. Directly comparable to Casel's Dermoten brand in dermocosmetics positioning, ingredient-led formulations, and pharmacy distribution model.

Broad incumbents

• Sandoz (Turkey): Global generics and biosimilars leader with established Turkish operations distributing a broad pharmaceutical and consumer-health portfolio through Turkish pharmacies. Larger and broader portfolio than Casel, but overlapping pharmacy-channel distribution and OTC presence.
• Bayer Consumer Health (Turkey): Operates a large consumer-health portfolio (respiratory, allergy, OTC, dermocosmetics) in Turkey, overlapping directly with Casel's Breathe Right (nasal/respiratory) and Dermoten (dermocosmetics) categories via Turkish pharmacy distribution.

Direct peers

• Abdi İbrahim: One of Turkey's largest pharmaceutical manufacturers, distributing branded prescription and OTC products through nationwide pharmacy channels. Highly comparable to Casel İlaç in business model (Turkish pharma manufacturer + pharmacy distribution) and customer base, though at materially larger scale.
• Santa Farma: Turkish pharmaceutical manufacturer focused on branded prescription, OTC, and consumer health products sold through pharmacy channels. Comparable in product mix (pharma + OTC) and Turkish pharmacy-led distribution model, with a comparable mid-market scale.
• Eczacıbaşı Pharmaceuticals (Eczacıbaşı İlaç): Turkish diversified healthcare group with pharmaceutical manufacturing and consumer-health products distributed through Turkish pharmacies. Closely comparable to Casel in portfolio breadth (pharma + dermocosmetics + personal care) and Turkish pharmacy-channel GTM.

Others

• GlaxoSmithKline Consumer Healthcare: Owner of the Breathe Right brand that Casel İlaç exclusively distributes in Turkey. Indirect economic partner and category incumbent whose distribution decisions directly shape Casel's largest medical-device revenue stream; comparable in product category but operates at global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CASELILAC
• Facebookfacebook.com/caselilac
• LinkedInlinkedin.com/company/casel-ilac-sanayi

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Casel İlaç