The notion of power transform of Gaussian multiplicative chaos (GMC) is introduced. Two-side estimates on the power and the Laplace transforms of GMC and its inverse respectively are presented. The power and the Laplace transforms are embedded by the functions of (almost) the same order giving the new insight into distributional characterization of GMC in a general setup. A progress towards the Wong's conjecture about the decomposition of continuous part of covariance function is given in case of threshold parameter q > 2.