Dongkook Pharmaceutical’s dermocosmetic brand Centellian24 has surpassed 93 million units of its flagship Madeca Cream sold as of March 2026, leveraging 50 years of botanical research. The brand’s export surged 332% year-on-year in Q1 2026, with entry into 1,400 Ulta Beauty stores in the U.S. and expansion across Japan, Southeast Asia, Europe, and the Middle East. For overseas buyers, this signals a strong K-derma supply-chain opportunity in both skincare and beauty devices.
Brand heritage and R&D foundation
Founded in 1968, Dongkook Pharmaceutical is a comprehensive healthcare company spanning OTC and prescription drugs, health functional foods, and healthcare services. In 2015, it launched Centellian24, a dermocosmetic brand built on five decades of plant-based ingredient research and dermatological science. The brand’s core differentiator is its proprietary TECA (Centella Asiatica Quantitative Extract), sourced from Madagascar’s clean-region centella asiatica. This extract is applied across a range of products to enhance formulation efficacy.
Flagship product and market traction
Madeca Cream, introduced in 2015, has accumulated over 93 million units sold by March 2026, with more than 180 sellout events on home shopping channels. The brand’s cumulative revenue exceeded KRW 1 trillion (approx. USD 750 million) in 2024. Beyond creams, Centellian24 has expanded into beauty devices with the Madeca Prime series, which integrates ultrasound, radiofrequency, and absorption technologies for skin firming, lifting, and hydration.
Export growth and global channel expansion
In Q1 2026, Centellian24’s export revenue grew 332% year-on-year, driven by strong performance in North America, Japan, Southeast Asia, Europe, and the Middle East. The brand entered 1,400 Ulta Beauty stores in the U.S. and is rolling out across 1,000+ offline stores in Japan, including Don Quijote, Loft, and Matsumoto Kiyoshi. In Thailand, it is expanding in Watsons, Beautrium, and Central Department Stores. On Amazon, products like Madeca Cream Time Reverse and Expert Madeca Cream Active Renew PDRN rank high in key categories, while TikTok Shop sales and views are rising.
What buyers should watch
For overseas distributors and clinic buyers, Centellian24’s dual strength in dermocosmetics and beauty devices offers a complete supply-chain package. The brand’s proprietary TECA ingredient and device technologies (ultrasound, RF) are backed by pharmaceutical-grade R&D. The rapid U.S. retail penetration and multi-channel Asian expansion suggest a scalable partnership model. Importers should monitor the brand’s upcoming device launches and potential OEM opportunities for private-label formulations.
Regulatory and channel signals
Dongkook Pharmaceutical’s regulatory experience in both pharmaceuticals and cosmetics ensures compliance with global standards. The brand’s success in Ulta Beauty and Amazon indicates strong U.S. market acceptance, while Japanese and Thai retail entries reflect a structured Asia-Pacific strategy. Buyers should note the 332% export growth as a signal of increasing global demand, potentially leading to tighter supply or longer lead times for bulk orders.
Source: Read the original report | Published: June 01, 2026