PDRN eye cream ranked No. 1 in its category during Amazon Prime Day as Madeca Cream sales top 97 million units globally
Dongkook Pharmaceutical said on Aug. 10 that its derma-cosmetic brand Centellian24 has expanded its U.S. retail presence through Costco, Ulta Beauty and Nordstrom, accelerating its push into the North American skincare market.
The expansion marks a shift in Centellian24’s U.S. strategy from primarily online channels, including Amazon and TikTok Shop, toward a broader distribution network that gives the Korean skincare brand greater access to mainstream American consumers.
Since July, Centellian24 has been selling a 100-milliliter version of its flagship Madeca Cream Time Reverse at approximately 200 Costco stores across the United States. The company introduced the larger format to better suit Costco’s bulk-oriented retail environment.
Centellian24 is also expanding its presence at Ulta Beauty, one of the largest beauty retailers in the United States.
After initially launching Madeca Cream Time Reverse at Ulta Beauty in May, the brand expanded its lineup on Aug. 9 to include PDRN, Madeca Matcha, Mela Capture and sun-care products.
The expanded assortment also includes the Madeca Prime Max beauty device. Centellian24 products are now available at approximately 760 Ulta Beauty stores across the United States.
The brand entered Nordstrom in June, adding another major U.S. retail channel. Centellian24 products are available at about 89 Nordstrom stores as well as through the retailer’s online platform.
The Nordstrom lineup includes Madeca Cream, PDRN, Madeca Matcha and Mela Capture products, along with beauty devices such as Madeca Prime Max and Madeca Prime Ritual White Pearl.
The offline expansion follows growing sales momentum for Centellian24 in U.S. e-commerce.
During Amazon Prime Day in June, the brand’s 360 Shot PDRN Lifting Eye Cream ranked No. 1 in Amazon’s eye cream category, according to the company.
Centellian24 also recorded its highest-ever sales during the event, with revenue increasing more than 900% from a year earlier.
The performance highlights growing U.S. consumer interest in PDRN-based Korean skincare products and provides Centellian24 with an additional growth driver beyond its long-running Madeca Cream franchise.
Madeca Cream, the brand’s flagship product, has surpassed 97 million units in cumulative global sales.
Centellian24 was developed by Dongkook Pharmaceutical by applying the company’s pharmaceutical and dermatological research capabilities to cosmetics, with a particular focus on Centella asiatica-derived ingredients.
The brand has since broadened its portfolio beyond Madeca Cream into PDRN skincare, functional cosmetics and beauty devices as it seeks to diversify its growth engines in overseas markets.
Its U.S. retail strategy also reflects that diversification. Costco provides broad exposure for the flagship Madeca Cream, while Ulta Beauty and Nordstrom offer a wider assortment spanning skincare and beauty devices.
The expansion into physical retail stores is significant as Centellian24 seeks to reach beyond K-beauty consumers who already purchase Korean skincare products through online platforms. A presence in major U.S. retail chains gives the brand greater opportunities to introduce its products to mainstream beauty shoppers.
“We are expanding partnerships with major U.S. retail channels to give local consumers more opportunities to experience a broader range of our products,” a Centellian24 official said.
“We plan to continue strengthening the brand’s position in the U.S. market based on differentiated product competitiveness,” the official added.
With its online sales momentum now being extended to Costco, Ulta Beauty and Nordstrom, Dongkook Pharmaceutical is positioning Centellian24 to build a broader U.S. consumer base while diversifying its North American portfolio beyond Madeca Cream into PDRN skincare, functional beauty products and beauty devices.
