Cellina ( zh, t=雪芙蘭) is a

Taiwan Taiwan, officially the Republic of China (ROC), is a country in East Asia. The main geography of Taiwan, island of Taiwan, also known as ''Formosa'', lies between the East China Sea, East and South China Seas in the northwestern Pacific Ocea ...

ese

dermatological Dermatology is the branch of medicine dealing with the skin.''Random House Webster's Unabridged Dictionary.'' Random House, Inc. 2001. Page 537. . It is a speciality with both medical and surgical aspects. A dermatologist is a specialist medic ...

skincare Skin care or skincare is the practice of maintaining and improving the health and appearance of the skin. It includes washing, moisturizing, protecting from the sun, and treating skin problems like acne and dryness. Skin care can help prevent i ...

brand owned by Shen Hsiang Tang.

History

Shen Hsiang Tang was established in 1940 in

, early

cosmetics Cosmetics are substances that are intended for application to the body for cleansing, beautifying, promoting attractiveness, or altering appearance. They are mixtures of chemical compounds derived from either Natural product, natural source ...

production was assisted by the

Japan Japan is an island country in East Asia. Located in the Pacific Ocean off the northeast coast of the Asia, Asian mainland, it is bordered on the west by the Sea of Japan and extends from the Sea of Okhotsk in the north to the East China Sea ...

ese Pias Corporation. Shen Hsiang Tang's primary

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...

Cellina was introduced in 1973. The brand was created by T. Joseph Lin, the son of Shen Hsiang Tang's founder. Joseph Lin studied

chemical engineering Chemical engineering is an engineering field which deals with the study of the operation and design of chemical plants as well as methods of improving production. Chemical engineers develop economical commercial processes to convert raw materials ...

UC Berkeley The University of California, Berkeley (UC Berkeley, Berkeley, Cal, or California), is a public land-grant research university in Berkeley, California, United States. Founded in 1868 and named after the Anglo-Irish philosopher George Berkele ...

, the

University of Washington The University of Washington (UW and informally U-Dub or U Dub) is a public research university in Seattle, Washington, United States. Founded in 1861, the University of Washington is one of the oldest universities on the West Coast of the Uni ...

, and

Wayne State University Wayne State University (WSU) is a public university, public research university in Detroit, Michigan, United States. Founded in 1868, Wayne State consists of 13 schools and colleges offering approximately 375 programs. It is Michigan's third-l ...

and worked in the United States before returning to Taiwan to work at the family company. In 2004 Shen Hsiang Tang retained

The Interpublic Group of Companies The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group and Marketing Specialists, as well as seve ...

to assist Cellina with entry into the

Chinese Chinese may refer to: * Something related to China * Chinese people, people identified with China, through nationality, citizenship, and/or ethnicity **Han Chinese, East Asian ethnic group native to China. **'' Zhonghua minzu'', the supra-ethnic ...

market. In 2016 Cellina and ten other Taiwanese skincare and beauty products companies founded the Taiwan Beauty Alliance. The purpose of the Alliance was to boost the profile of Taiwanese products internationally matching the success of other countries like South Korea.

Market

According to the

China Times The ''China Times'' (, abbr. ) is a daily Chinese-language newspaper published in Taiwan and one of the most widely circulated newspapers in Taiwan. Founded in 1950, the China Times Group was acquired by food and media conglomerate Want Want, whi ...

Cellina is best known in Taiwan for its affordable price point and frequent product innovation. It is available in Taiwanese retailers such as

Watsons Watsons () is a Hong Kong health care and beauty care chain store in Asia and Europe. It is the flagship health and beauty brand of AS Watson, which is majority owned by CK Hutchison Holdings. It operates 8,000 stores and 1,500 pharmacies ...

and PChome. The brand is also popular with the

Overseas Taiwanese Overseas Taiwanese (), also called "people of Taiwanese descent" (), are people of Taiwanese birth or ancestry who live or were born outside of Taiwan. Overseas Taiwanese may or may not be Taiwanese citizens. Taiwanese citizens must return to t ...

and

community in

Canada Canada is a country in North America. Its Provinces and territories of Canada, ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, making it the world's List of coun ...

and the

United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...

. Taiwanese skincare and beauty brands including Cellina have had a difficult time breaking into international markets. Cellina regularly exhibits at international beauty shows.

Products

Cellina covers a wide range of products spanning facial care, body care, hair care, and

sunscreen Sunscreen, also known as sunblock, sun lotion or sun cream, is a photoprotection, photoprotective topical product for the Human skin, skin that helps protect against sunburn and prevent skin cancer. Sunscreens come as lotions, sprays, gels, fo ...

s. Popspoken compares the ubiquity of Cellina's classic cream in Taiwanese households to that of

tiger balm Tiger Balm () is an analgesic heat rub manufactured and distributed by Singaporean company Haw Par Corporation, Haw Par Healthcare. It is used for external pain relief. History A precursor to Tiger Balm called Ban Kin Yu ( zh, t=萬金油, ...

among

Singapore Singapore, officially the Republic of Singapore, is an island country and city-state in Southeast Asia. The country's territory comprises one main island, 63 satellite islands and islets, and one outlying islet. It is about one degree ...

an ones and MOPIKO among

Hong Kong Hong Kong)., Legally Hong Kong, China in international treaties and organizations. is a special administrative region of China. With 7.5 million residents in a territory, Hong Kong is the fourth most densely populated region in the wor ...

ones. Made from camellia oil,

lanolin Lanolin (from Latin 'wool', and 'oil'), also called wool fat, wool yolk, wool wax, sheep grease, sheep yolk, or wool grease, is a wax secreted by the sebaceous glands of wool-bearing animals. Lanolin used by humans comes from domestic sheep br ...

and

aloe vera ''Aloe vera'' () is a succulent plant species of the genus ''Aloe''. It is widely distributed, and is considered an invasive species in many world regions. An evergreen perennial plant, perennial, it originates from the Arabian Peninsula, but ...

extract, the Cellina classic cream is intended to act as a mild to rich body moisturiser. The Sakura Body Cream is a lighter version of the classic cream launched in 2018.

Facilities

Cellina is produced at Shen Hsiang Tang's two production facilities in

Taichung Taichung (, Wade–Giles: '), officially Taichung City, is a special municipality (Taiwan), special municipality in central Taiwan. Taichung is Taiwan's second-largest city, with more than 2.85 million residents, making it the largest city in Ce ...

References

{{cosmetics Cosmetics brands Taiwanese brands Skin care brands 1940 establishments in Taiwan

History

Market

Products

Facilities

See also

References