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Launch debuts with the brand’s hero product, Madeca Cream Time Reverse.
May 6, 2026
By: Lianna Albrizio
Associate Editor
K-beauty skincare brand Centellian24 has launched in 1,400 Ulta stores with its hero product, Madeca Cream Time Reverse.
The flagship derma-cosmetic brand of Dongkook Pharmaceutical, which launched Korea’s wound-healing ointment Madecassol in 1986, Centellian 24 integrates over five decades of expertise in centella asiatica, harnessing the power of this botanical marvel in a variety of powerful formulations.
Reportedly Korea’s top derma cream for anti-aging, Madeca Cream Time Reverse is formulated with 12 Centella extracts and Active-TECA to combat 10 skin issues including lines, wrinkles, firmness, uneven tone and dullness. With over 90 million tubes sold in Korea, the bestseller has served as a common entry point to the brand in the US for consumers becoming fast fans and exploring its other popular Madeca, PDRN and SPF offerings.
“We are so happy that Ulta shoppers will be able to discover Centellian24 and try out our best-selling, beloved Madeca Cream Time Reverse,” said Elly Jung, team leader, global marketing at Centellian24. “The Ulta consumer is so educated about beauty and skincare, and we know that the derma-cosmetic science and clinical results that define our brand will be meaningful to them.”
The brand intends to execute a full range of promotional activities to celebrate and support the launch and help spread awareness among Ulta shoppers, as it prepares for the unveiling of the entire line at Ulta in August.
Read more about K-beauty skincare in our May issue here.
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