Dongkook Pharmaceutical has announced a rebranding of its dermacosmetics label Centellian24 to the shorter name Cen24 as it looks to accelerate growth in Japan. The move is aimed at giving the brand a clearer and more accessible identity in a key overseas beauty market.
The brand has been associated with K-derma positioning, and the new name keeps a link to its existing identity while simplifying how it is presented to consumers. Based on the announcement, the updated branding is designed to strengthen recognition and make the label easier to remember as competition in Japanese skincare remains intense.
The company’s skincare line is also tied to centella-related ingredients and TECA, which have been central to the brand’s image. By shifting from Centellian24 to Cen24, Dongkook Pharmaceutical appears to be emphasizing a more compact global-facing name without separating the business from its established product story.
The rebrand reflects a broader push to build a stronger presence for Korean dermacosmetics in Japan. For Dongkook Pharmaceutical, the change from Centellian24 to Cen24 is positioned as a step toward deeper market penetration and further brand growth in the country.
