Centellian24's Madeca Cream Is Now in Boots, Watsons, and 1,500 Shoppers Locations

Dongkook Pharmaceutical's dermacosmetic brand Centellian24 has been quietly building one of the more serious global retail footprints in K-beauty right now — and the November 2026 update makes it hard to ignore.

The headline expansion is Europe. Since July, Centellian24 has been stocked in over 70 physical Boots locations in the UK, plus Boots' online store — 8 SKUs including the flagship Madeca Cream. Superdrug's online channel carries an even wider 13-item lineup. Eastern Europe is covered too: Rossmann in Czech Republic (around 230 stores, from April), DM in Slovakia and Serbia (247 stores combined), and Zegin pharmacy chain in North Macedonia (180 stores). That's a lot of shelf space for a brand that wasn't in European drugstores at all until this year.

The Americas and Southeast Asia moves are just as significant. Shoppers Drug Mart in Canada — 1,500 stores — is now carrying the brand, alongside Chile's K-beauty specialist Sokobox. In Southeast Asia, Watsons (177 stores across Malaysia, Thailand, and Singapore) and Guardian (222 stores in the same markets) round out the offline push.

The number that explains why retailers are saying yes: during the US Amazon Prime Big Deal Day last month, Centellian24's sales grew 1,104% year-on-year. The 360-Shot PDRN Lifting Eye Cream hit the number-one bestseller spot in the eye treatment cream category on Amazon. That kind of performance data is what gets a brand fast-tracked onto international planograms.

In Japan, the brand is already in over 7,500 offline stores — Don Quijote, Loft, Matsumotokiyoshi. The European and Americas expansion is being built on the back of that North American and Japanese track record, plus hitting a cumulative revenue milestone of 1 trillion won by end of 2024.

If you've been sleeping on Centellian24 because it felt like a domestic Korean brand, the distribution map has changed. The Madeca Cream in particular is now genuinely accessible across multiple continents — no K-beauty import markup required if you're in the UK, Canada, or Southeast Asia.