Urban Care is an award-winning Turkish hair care brand launched in 2013 under Selen Cosmetics, known for its innovative, high-performance, and conscious formulations. Rapidly rising to compete with global giants, the brand was recognized in 2023 by Nielsen as Turkey's best-selling hair care brand. Its Expert Biotin & Caffeine line earned the title of Turkey's best-selling anti-hair loss series, while its Dry Shampoo range became the country's top-selling dry shampoo—solidifying Urban Care's leadership in the category.

Now a trusted name across Europe and beyond, Urban Care offers a wide range of vegan, cruelty-free, sulfate-free, and paraben-free products powered by natural ingredients and backed by science. From shampoos and conditioners to masks and serums, each range is thoughtfully developed to target specific hair concerns such as hair loss, damage, and frizz—featuring hero ingredients like biotin, keratin, and argan oil. Urban Care champions beauty without compromise, delivering effective solutions for every hair need.