Early-90s Taiwan saw CHLITINA lead a beauty revolution when its founder Dr Wu-Kang Chen discovered that using amino acids in skincare products could provide anti-ageing benefits. The amino acids would work to stimulate the production of collagen and elastin in the cells, leading to smoother, firmer skin.

Harnessing this knowledge, he created formulas – such as CHLITINA’s E.P.O. Facial Cleanser – which have gone on to become hugely popular with Asian consumers. This heightened sense of creativity in the skincare field has defined the brand throughout its existence.

Joanna Pi-Hua Chen leads rapid growth at CHLITINA

Founded in Taiwan in 1989, CHLITINA has worked tirelessly over the years to create a network of thousands of franchised beauty salons. This rapid growth has been led by CEO Joanna Pi-Hua Chen, the daughter of Dr Chen. She instigated significant expansion plans outside of Taiwan to bring the brand into the Chinese market in 1997, and this has paid dividends. As of May 2017, 3,370 of the company’s 3,650 stores are located in the East Asian nation, serving some 10 million customers.  

Joanna says CHLITINA has taken a strong industry lead when it comes to innovation. “Innovation has been our indispensable backbone,” she comments.  And there are four guiding values relating to it that have played a key role in the company’s roaring success over the past two decades.