Dongkook Pharmaceutical's (동국제약) derma-cosmetic brand, Centellian24, has officially embarked on its strategy to conquer the European market, building on its success in the US and Japanese markets. This move highlights the immense potential for K-Beauty's global expansion.
Centellian24 recorded cumulative sales of 1 trillion Korean won by the end of 2024, solidifying its position in Korea's derma-cosmetic market. The brand has demonstrated strong growth in the North American market, including ranking #1 in the PDRN eye cream category during Amazon Prime Day in the US. Building on this successful establishment in overseas markets, Europe has been designated as the brand's next major expansion hub.
According to Dongkook Pharmaceutical, Centellian24 entered over 70 offline stores and the online mall of Boots, a leading health & beauty (H&B) retailer in the UK, showcasing 8 product lines including its 'Madeca Cream' since July. The brand also sells 13 product lines, including Madeca Cream, on the online mall of UK drugstore chain Superdrug. In the Eastern European market, the brand expanded its distribution network, entering approximately 230 stores of the Czech drugstore chain Rossmann in early April this year. It also entered 247 stores of the large drugstore DM in Slovakia and Serbia, and 180 stores of the pharmacy chain Zegin in North Macedonia, increasing its touchpoints with local consumers. By entering Notino, Europe's largest beauty e-commerce platform, Centellian24 strengthened its online sales channels. (TopDaily, 2026-11-10)
2024년 말 누적 매출 1조 원
[Ingredient Analysis] The Power of Centella Asiatica (병풀)
Centellian24's core competitive edge lies in its 'Madeca Cream' and its key ingredient, Centella Asiatica Extract (병풀 추출물). Centella Asiatica (병풀) is a plant traditionally used for skin wound healing and regeneration. It is rich in triterpene compounds such as Madecassic Acid, Asiaticoside, and Asiatic Acid, which aid in wound recovery. These ingredients offer various skin-improving benefits, including skin soothing, collagen production promotion, and anti-inflammatory effects. Centellian24 leverages Dongkook Pharmaceutical's pharmaceutical technology to extract highly purified active ingredients from Centella Asiatica, enhancing skin absorption and maximizing the derma-cosmetic's efficacy. This approach is expected to build trust among European consumers, positioning the product as a 'cosmeceutical' beyond mere cosmetics.
Centellian24's entry into the European market suggests that K-Beauty brands can secure competitiveness in the derma-cosmetic sector within Western markets. While Europe is traditionally known as a market with high loyalty to domestic brands and stringent regulations, Centellian24 has built its product strength and brand awareness based on its successful experiences in North America and Japan. Its entry into Boots and Superdrug in the UK is interpreted as a strategy to enhance local consumer accessibility through mainstream distribution channels. The expansion into Eastern European drugstore chains appears to be part of a diversification effort to capture the potential of emerging markets. These strategic moves demonstrate that K-Beauty is targeting the global market with high-value products, emphasizing functionality and technological prowess, rather than merely being a passing trend.
[Q4 2026 K-Beauty Market Forecast]
- Growth of K-Derma Cosmetics in the European Market (High): Centellian24's successful establishment is highly likely to accelerate the entry of other K-derma brands into Europe. Functional products focused on addressing skin concerns are expected to show strong performance.
- Increased Importance of Online Distribution Channels (High): Entry into major European beauty e-commerce platforms like Notino will be an essential strategy. Strengthening localized online marketing will be required.
- Deepening Ingredient-Based Marketing (Medium): Products that prominently feature ingredients with clear scientific efficacy, such as Centella Asiatica (병풀), are likely to gain the trust of European consumers.
K-Beauty companies will need to thoroughly analyze the diverse regulations and cultural characteristics of the European market and establish localized product and marketing strategies to follow in Centellian24's footsteps. This will provide practical direction on 'what to stock and what to develop.'
Centellian24's expansion into the European market demonstrates that K-Beauty is moving beyond mere trends, establishing itself as a major player in the global beauty market based on its technology and efficacy. The future growth of K-Beauty is certainly something to watch.
