During her childhood, İrem Çelik found not only beauty but also profound inspiration in the rose gardens passed down through generations of her family. Symbolising elegance and purity for centuries, these gardens became the foundation of Direm Beauty. The calming scent of the rose and its association with love shaped the very soul of the brand.

The story of Direm Beauty began with a dream to unite the pure beauty of nature with the power of modern science. Alongside the natural extracts derived from roses, botanical ingredients have always held an essential place in the brand’s formulations. Each formula is created by combining the purity of nature with innovative approaches that deliver effective results.

The brand’s products offer both the natural purity of botanicals and the strength of science. Developed through research guided by professors from Ankara University, these products promise users a beauty experience that is both natural and trustworthy.