Globo has renewed its partnership with Turkish production company Ay Yapım for the international adaptation of three titles from its telenovela catalog. The new deal follows the global success of Leyla, the Turkish adaptation of Brazil Avenue, which has been sold to more than 100 countries.
Looks & Essence Gets a Turkish Adaptation
The first confirmed project under the renewed partnership is the Turkish adaptation of Globo’s hit telenovela Looks & Essence, titled Ömür Usta in Türkiye. The series is set to premiere in September on NOW, the same channel that aired Leyla.
Hilal Saral, who directed Leyla, will return to direct the new adaptation. The project marks another collaboration between Globo and Ay Yapım, one of Türkiye’s leading production companies behind internationally successful series including Fatmagül, Forbidden Love, Endless Love (Kara Sevda) and Family Secrets.
Originally aired in Globo’s primetime lineup in 2011, Looks & Essence was created by acclaimed Brazilian screenwriter Aguinaldo Silva, known for productions such as Anything Goes, Tieta and Roque Santeiro.
The story centers on Griselda Pereira, originally played by Lília Cabral, a hardworking woman who makes a living performing household repairs as a “handyman-for-hire.” The telenovela explores the contrast between appearance and character while questioning the values that shape contemporary society.
The story was previously adapted for the Spanish-speaking market by Telemundo in 2013 under the title Marido en Alquiler.
Globo and Ay Yapım Expand International Format Licensing
The renewed agreement covers three additional titles from Globo’s catalog, reinforcing the Brazilian company’s strategy of bringing its stories to international audiences through local adaptations.
International distribution of the new Turkish adaptations will once again be handled by Madd Entertainment, one of the leading distributors of Turkish television content worldwide. In Brazil, the adaptations may also become available through Globo’s platforms, including Globoplay and the Globoplay Novelas TV channel.
“This partnership reinforces the global appeal of Brazilian storytelling. Working with Ay Yapım demonstrates how open we are to new business models and creative collaborations. The success of Leyla reflects the universal nature of our narratives, and we are excited to see more Globo stories come to life in other cultures,” said Angela Colla, Head of International Business at Globo.
With Leyla already reaching more than 100 countries, the new agreement further strengthens the connection between Brazilian telenovela formats and Türkiye’s globally successful television production industry.
Watch Ömür Usta‘s trailer here.
