SKIN1004 Brand Guidelines: A Centella Brand Bought by B2Link in 2016, Now Part of Goodai

A brand bought by a distribution start-up.

SKIN1004 is a South Korean skincare brand owned by Craver Corporation of Seoul, and its story is bound up with the company that bought it. Craver’s own corporate history says the business began in 2014 as B2Link Inc., opened an office in China in 2015 and, in 2016, acquired SKIN1004, which it describes as a nature-themed skincare brand, while launching a second skincare label of its own, CommonLabs. SKIN1004 therefore existed as a brand before it joined the group.

B2Link built a distribution business around its labels. Its history lists a publishing business in the United States and Southeast Asia and the purchase of a US distributor of Korean beauty products, BCC Korea, in 2017; a New York office in 2018; and, in 2019, the purchase of SR Biotech, which it describes as a cosmetics OEM/ODM maker and developer of new materials, together with the launch of UMMA, an online business-to-business platform that sells Korean beauty brands to buyers abroad. A colour-cosmetics brand, Thim, followed in 2020.

In 2022 B2Link changed its name to Craver Corporation, and in 2023, the company says, it opened a SKIN1004 flagship store in the Myeongdong shopping district of Seoul. Craver’s website now lists SKIN1004 among six brands, including CommonLabs, Zombie Beauty, Thim and Idenel, and names Jeon Hang-il as its chief executive.

The structure was later simplified. The Korean business news site Bizwatch reported in February 2026 that SKIN1004, previously run as a separate company, was merged into Craver in 2025, while UMMA remained a separate subsidiary.

Madagascar Centella and compound names.

The brand is organised around centella asiatica, which the brand’s line names shorten to “cica”. Its signature range is Madagascar Centella, named after the island; The Guru describes the centella extract in the newer Hyalu-Teca line as coming from Madagascar. In August 2025 the English edition of Chosun Biz reported that the Madagascar Centella line had risen to prominence in the sun-care category of Amazon in the United States.

On its global website SKIN1004 now sorts its products into lines that include Centella, Centella Teca, Hyalu-Cica and Probio-Cica. Other ranges carry names such as Poremizing, Tone Brightening and Tea-Trica. Most are compound words built from ingredient names, so “Hyalu-Cica” joins a short form of hyaluronic acid to the cica of centella, and the naming tells shoppers which family a product belongs to before they read the label.

The newest of these families is Hyalu-Teca. The Korean business site The Guru reported on 10 June 2026 that SKIN1004 had launched three Hyalu-Teca products — a serum, a glass skin milk and a moisture cream — together with a Hyalu-Cica hydrating mask in Japanese variety shops, through Goodai Global’s Japanese arm, after a Korean launch in February 2026. The company said the line is based on an ingredient blend it developed, combining hyaluronic acid, centella extract from Madagascar and teca, a component of centella, The Guru reported. In May 2026 the brand also took part in “Reveur”, a Korean beauty pop-up in Tokyo’s Harajuku district, where it ran sessions around its Centella Teca line and a Hyalu-Cica sun serum.

Japan sits alongside a much wider reach. Craver’s website says, as of August 2025, that it exports to about 170 countries; Chosun Biz put the SKIN1004 brand’s reach at more than 150 countries in the same month, so the two figures differ.

Korean independent skincare.

The Korean skincare brands in this group introduce themselves through a small set of fixed elements: a short coined name, a plain wordmark, and product names built from a line name and a format, so that a toner, a cream and a pad from the same family share their first words. COSRX explains its name as “Cosmetics + Rx” and writes it in capitals; Dr.Jart+ glosses its name as “Doctor Joins Art” and, in a 2018 redesign by Pentagram, turned the plus sign into a mark for its different lines.

Export shapes how these brands appear. Their online shops speak to buyers in more than one country, and the dated press tracks how two of them reached shelves abroad: Dr.Jart+ entered the American market with Sephora in 2011, according to English Wikipedia, and Chosun Biz reported in 2025 that COSRX was sold in about 150 countries. Campaigns follow the same route, from outdoor screens in Times Square to K-pop ambassadors named in a launch.

Several have been bought by larger groups, and this guide describes those deals plainly, by date and stake. Amorepacific took a 38.4% stake in COSRX in 2021 and moved to 93.2% in 2023; Estée Lauder invested in Have & Be, the company behind Dr.Jart+, in 2015 and completed its purchase in December 2019. Where a brand remains independent, the guide says so only where a dated source does.

Each entry draws on corporate pages for founders, owners and export markets, and on dated independent press for anything beyond the company’s own word. Product lines are named as the companies publish them; the guide does not describe what the products do, and the palettes and typefaces shown are an unofficial interpretation rather than any brand’s own.

Inside the Goodai Global group.

Ownership changed in 2024. Signal, the deal desk of the Seoul Economic Daily, reported in October 2026 that Goodai Global had formed a consortium with financial investors two years earlier to acquire Craver Corporation, using an intermediate holding company called TM Beauty, under a shareholders’ agreement signed in 2024. Bizwatch described the same chain as running from Goodai Global through TM Beauty to Craver. Goodai Global is the Korean group whose brands also include Beauty of Joseon and Tirtir, and which took a minority stake in Torriden in 2026. Bizwatch reported in February 2026 that the group had bought brands steadily since 2019, starting with Beauty of Joseon and going on to Tirtir, Craver, Seorin Company and Skinfood, and that it then had 11 brands under its umbrella.

Leadership changed the following year. On 4 August 2025 Goodai Global announced that it had appointed Jeon Hang-il, a former chief executive of Gmarket, eBay Korea and eBay Japan, as the representative of Craver, Chosun Biz reported; the paper said he would lead both the UMMA platform and the global network of the SKIN1004 division. The same report described UMMA as supplying more than 180 Korean cosmetics brands to buyers abroad.

That mix of brand and distribution is the thread through SKIN1004’s history. A label bought by a young trading company sat for years next to a platform that sells other brands overseas, an OEM/ODM maker bought in 2019 and offices in China and New York, before the whole business was folded into a larger group of Korean beauty brands.

For a design guide, SKIN1004 shows how one plant and a set of compound line names can hold a large range together on shelves in many countries. Compare Torriden, which also took investment from Goodai Global, and COSRX, another Korean skincare brand. For this guide we use leaf green, sage and a sand cream with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep SKIN1004’s identity on hand — save it to a board in the Made Good inspiration library.