From brand
CELINA leads the trends of the beauty market, offering comprehensive support for every stage of brand creation and operation — from concept planning, formulation and ingredient development, and design, to full-scale production.
Beyond standard OEM/ODM, we provide consulting and execution from the brand owner’s perspective — building market-focused product strategies, defining brand concepts, developing formulations, designing packaging, and managing production and quality assurance.
With over 20 years of collaboration with leading cosmetic manufacturers and experts, CELINA is backed by proven manufacturing technology and a stable production infrastructure, ensuring that our clients’ brands achieve competitiveness in both domestic and global markets.
CELINA also owns its own brand, MINICELL — a high-performance skincare line focused on sensitive skin, distributed in partnership with domestic and international retailers.
“A true brand partner with both creativity and execution.”
CELINA is with you at every moment your brand begins.
Business Flow
ODM STEP
1. Consultation & Planning : Market analysis, concept proposals, and trend research.
2. Formula Development : Proprietary formula design, raw material selection, efficacy & safety verification.
3. Sample Production : Developing prototypes aligned with the brand concept.
4. Quality & Stability Testing : Functional testing and skin irritation tests, long-term stability verification
5. Design & Packaging Development : Packaging design, container, label, and box engineering.
6. Certification & Regulatory Approval : Functional certifications, export certifications, compliance with international regulations
7. Manufacturing : End-to-end process from raw material sourcing to finished product manufacturing.
8. Delivery & After-Sales Support : Logistics and delivery, market feedback analysis, follow-up product proposals.
OEM STEP
1. Consultation & Planning : Providing new product ideas.
2. Formula Development : Application of client-specified or co-developed formulas, quality standards review.
3. Sample Production : Producing pilot samples based on specified recipes.
4. Quality & Stability Testing : Consistency checks and compliance with quality standards.
5. Design & Packaging Development : Applying client-provided designs or minor modifications.
6. Certification & Regulatory Approval : Obtaining required certifications and ensuring labeling compliance.
7. Manufacturing : Procurement of raw materials & packaging, contract manufacturing.
8. Delivery & After-Sales Support : Ongoing quality monitoring and improvement recommendations.