Centellian24

Centellian24 is a South Korean derma-cosmetic skincare brand built around Centella Asiatica, the plant commonly marketed in skincare as "tiger grass." It is the cosmetic line of Dongkook Pharmaceutical, the Korean drug maker behind Madecassol, a Centella-based wound-healing ointment long used in Korean hospitals [8]. The brand applies that pharmaceutical heritage to consumer skincare, positioning itself with the tagline "Korea No.1 Derma Cosmetic" [2].

The brand is active and expanding internationally from its Korean base. Through 2026 it has moved into US retail, run pop-ups across Asia, and continued frequent publishing on its own channels, while its flagship Madeca Cream remains the commercial centre of the range.

Centellian24 is owned by Dongkook Pharmaceutical, which developed the brand's signature TECA technology [2]. The connection to Madecassol is central to how the brand presents itself: according to The Asia Business Daily, Dongkook — described as "the developer of Madecassol" — extended that ingredient expertise into a cosmetic product rather than a medicine [8]. The niche K-beauty profile Mask Marie similarly traces the MADECA line back to Dongkook and "the same medical expertise."

The brand's founding year is recorded inconsistently across sources, depending on whether one dates the brand or its parent. Dongkook Pharmaceutical's own founding is given as 1968 on the brand's site [2], but that is the parent company's date rather than the skincare line's. The Madeca Cream that defines the brand was, by The Asia Business Daily's account, "first released in 2015" [8] — the most defensible date for Centellian24 as a cosmetic brand.

Centellian24's range centres on Madeca Cream, with the Madeca Cream Time Reverse line as its current bestseller [5]. The wider catalogue spans creams, toners, ampoules, cleansers, masks, sunscreens, body care and skincare devices, organised into product families such as the PDRN, Mela Capture and Madeca Prime lines.

The brand's hero ingredient is Centella Asiatica, refined into TECA (Titrated Extract of Centella Asiatica). The company frames TECA as a more concentrated, purified form of the same plant that supplies the better-known CICA extracts, produced through what it calls a multi-step process that yields only a small fraction of usable extract by weight [2]. Related actives the brand highlights include madecassoside and PDRN (polydeoxyribonucleotide). A subset of products, such as several Madeca Derma Shield sun creams, are described by the company as vegan, though this is a per-product rather than brand-wide claim.

Centellian24 positions itself as a "derma-cosmetic" brand — skincare informed by pharmaceutical science. The company describes its approach as "a powerful skin science solution based on Dongkook Pharmaceutical's TECA technology to realize skin-tailored derma care" [2]. Editorial coverage frames the brand as oriented toward results-driven but gentle care for stressed, ageing and sensitive skin.

By the end of 2023, Madeca Cream had surpassed 52 million units in cumulative sales, according to The Asia Business Daily, which also noted its strong performance on Korean home-shopping channels [8]. In 2026 the brand reported a win at the NewBeauty Annual Beauty Awards for the Madeca Matcha Toning Peeling Gel [4].

The same year, Centellian24 expanded into the United States, launching Madeca Cream Time Reverse at ULTA Beauty across roughly 1,400 stores and on ULTA.com [5]. The brand has also run international pop-ups, including a Watsons location in Singapore, alongside activity in the Japanese market.

Centellian24 is active. As of mid-2026 it was publishing regularly on its news blog — the most recent post coinciding with the date sources were gathered — and pursuing retail expansion in the US and across Asia, backed by Dongkook Pharmaceutical.