Chlitina Enters a New Era as Chao Chen-Yu Takes the Helm, Steering the Group Toward AI Innovation, Youthful Transformation, and Global Growth

Taipei, 18 May 2026

The Group has recently announced a major leadership transition. Dr. Chen Pi-Hua has stepped down as Chairman, with former Group CEO and General Manager Mr. Chao Chen-Yu appointed as her successor. In his new role as Chairman, Mr. Chao will oversee the Group’s overall strategic direction and business operations. The transition marks the beginning of a new phase for Chlitina—one defined by intelligent transformation, a younger brand vision, and accelerated international expansion—while reinforcing the foundation for the Group’s long-term and sustainable growth.

▲ Chao Chen-Yu, Chairman of Chlitina Holding Limited

Chlitina Holding Limited is best known for operating the CHLITINA beauty salon franchise network. Founded in Taiwan in 1989 by Dr. Chen Wu-Kang, the CHLITINA brand officially entered the Mainland China market in 1997. Under Dr. Chen Pi-Hua’s leadership, the Group opened its first directly operated store in Shanghai in 1999 and rapidly expanded nationwide through its franchise model. In 2002, the Group established its own R&D and supply chain center in Songjiang, Shanghai, enabling full in-house control over product development and manufacturing. In 2013, Chlitina-KY was successfully listed in Taiwan, becoming the first publicly listed beauty chain company in Taiwan’s capital market. Since then, the Group has evolved into an international beauty enterprise with operations spanning both sides of the Taiwan Strait and extending into Southeast Asia.

Although stepping down as Chairman, Dr. Chen Pi-Hua will continue serving as a Group Director and will take on the role of Chief Product Advisor. She will focus on product quality oversight and R&D management, continuing to support the next generation of leadership and contribute to the Group’s future development.

Key Achievements During Chao Chen-Yu’s Tenure as CEO

Mr. Chao joined the Group in 2008, beginning his career as a Product Manager before taking on several core leadership roles, including Special Assistant to the Chairman, Group Brand Spokesperson, and COO of Zhemei Academy. In 2019, he was officially appointed Group CEO and General Manager. Since then, he has led the Group’s transformation with a combination of strategic foresight and strong operational execution.

1. Elevating Brand Influence
   During his time as Group spokesperson, Mr. Chao led CHLITINA’s brand placement partnership in the hit television drama The First Half of My Life. Beginning in 2016, he also successfully secured CHLITINA’s position as the designated skincare brand of the Shanghai International Film & TV Festival for six consecutive years, significantly strengthening brand recognition and market reputation.
2. Maintaining Growth Through the Pandemic
   The COVID-19 outbreak in 2020 dealt a severe blow to the offline beauty industry, with declining customer traffic, store closures, and mounting pressure across franchise operations. Upon assuming the role of CEO, Mr. Chao quickly adjusted the Group’s strategic direction in response to operational shutdowns, cash flow strain, and franchisee challenges. Under his leadership, the Group accelerated its digital transformation, rapidly rolling out online education programs, livestream sales initiatives, and membership-based brand operations. These measures provided critical support to frontline stores and helped franchise partners navigate one of the industry’s most difficult periods.
3. Advancing a Comprehensive Strategic Upgrade
   Against a backdrop of global economic uncertainty, increasingly cautious consumer spending, and intensifying industry competition, traditional business models faced growing pressure to evolve. In response, Mr. Chao established four key strategic pillars: “brand leadership, product excellence, dual-engine growth, and success shared with customers.” Guided by this framework, the Group advanced the coordinated development of four core business segments—franchise operations, product distribution, omni-channel e-commerce, and medical aesthetics & wellness—creating a diversified, risk-resilient business ecosystem while laying the groundwork for digital transformation and multi-brand expansion.
4. Accelerating AI and Digital Beauty Integration
   Mr. Chao also led the Group’s digital beauty strategy by building a comprehensive omni-channel data platform connecting stores, products, customers, and employees. Membership, inventory, and training systems were fully integrated, alongside the deployment of AI-driven operational infrastructure. The Group further introduced innovative technologies such as AI product assistants and AI massage robots to enhance the customer experience through intelligent solutions.
5. Advancing ESG and Sustainable Development
   In 2023, the Group launched its Green Store Initiative to help franchise locations implement environmentally friendly upgrades. It also completed Scope 1 and Scope 2 greenhouse gas inventories ahead of schedule, followed by the completion of the Scope 3 inventory in early 2026. More recently, the Board approved the establishment of a Sustainability Development Committee, reinforcing the Group’s ongoing commitment to corporate social responsibility.

Future Direction: Shaping the Future of Beauty Through Youthfulness, AI, and Global Expansion

As Chairman, Mr. Chao Chen-Yu will continue carrying forward the Group’s long-standing philosophy of love and sharing, while focusing on three strategic priorities: youthfulness, AI-driven innovation, and internationalization. Moving forward, the Group will continue deepening technological integration and business innovation, enhancing the franchise ecosystem and customer experience, and strengthening its presence in global markets as it advances toward a new stage of sustainable growth.

Dr. Chen Pi-Hua noted that Mr. Chao has consistently demonstrated exceptional market insight, resilience, and leadership capability, fully earning the confidence to lead the Group into its next chapter. She expressed confidence that under the new leadership team, Chlitina will approach the evolving global marketplace with greater agility and confidence, opening the door to another defining era of growth.

▲ A CHLITINA store

Looking ahead, under Chairman Chao Chen-Yu’s leadership, Chlitina Holding Limited will remain committed to professional excellence, embrace intelligent technologies, and continue deepening its presence in the women’s beauty and wellness industry, while advancing its ambition to build a legacy beauty brand for future generations.