Centellian24 Is Now in Boots, Rossmann, and Shoppers Drug Mart

The K-beauty brand that hit cumulative sales of 1 trillion won by end of 2024 is now physically on shelves across Europe and beyond — and the retail footprint it's built in a single year is genuinely hard to ignore.

The headline move is the UK. Since July this year, Centellian24 (the dermacosmetic line from Dongkook Pharmaceutical) has been stocked in over 70 Boots locations plus Boots' online store, carrying 8 SKUs including its flagship Madeca Cream. It's also live on Superdrug's online channel with 13 SKUs.

Eastern Europe is moving fast too. Centellian24 entered Czech Rossmann's roughly 230 stores in April this year, and also landed on Notino, the European beauty e-commerce platform. Slovakia and Serbia's DM stores (247 locations) and North Macedonia's Zegin pharmacy chain (180 locations) are also carrying the brand.

The North American numbers give context for the brand's expansion. During Amazon's Prime Big Deal Days in early October, Centellian24's sales on the US Amazon storefront grew by 1,104% year-on-year — the brand's highest-ever single-event result. The 360-degree Shot PDRN Lifting Eye Cream hit the number-one bestseller spot in Amazon's Eye Treatment Creams category during that period.

Canada is covered too: Shoppers Drug Mart, the country's dominant drugstore chain, stocks the brand across roughly 1,500 locations. In Southeast Asia, Watsons (177 stores across Malaysia, Thailand, and Singapore) and Guardian (222 stores in the same markets) are the distribution partners. Chile's K-beauty specialty retailer Sokobox handles South America.

Japan remains a stronghold — Centellian24 is in roughly 7,500 offline locations across Don Quijote, Loft, and Matsumoto Kiyoshi.

The strategy involves expansion into high-footfall drugstore and health-and-beauty channels where shoppers can physically compare and repurchase. Boots, Rossmann, DM, Shoppers Drug Mart — these are mainstream pharmacy retail outlets.

If you're already using the Madeca Cream and wondering whether to stock up before your next trip — you might not need to anymore.