A dream of venturing across the wider world beyond the Pacific Ocean;
from this very dream began the history of Amorepacific.

In 1945, assuming a name that signifies that vast ocean—Pacific Chemical—
we embraced its spirit of the Pacific. We have challenged, confronted, learned from, and ultimately surmounted the turbulent waves of dynamic eras.
For eighty years, we have authored the history of the Korean beauty industry, and in doing so, forged the history of K-Beauty on the world stage.


This journey was made possible only through the enduring support of our customers, both here in Korea and across the globe.
This history was achievable only because we were accompanied at every turn by our invaluable business partners,
and because we were propelled by the passionate dedication of our global employees. To all of you, I offer my most profound gratitude.

For Amorepacific, our founding anniversary is also a day to honor our long-serving employees.
To our more than 640 team members around the world celebrating their 10th, 20th, and 30th anniversaries of service, I extend my deepest thanks.

To my esteemed colleagues,
As a company that has been admired for so long, there is but one way for us to give back to the world.
It is to reaffirm our founding conviction—'to contribute to humanity by creating beauty and health'—
and to pioneer the future of beauty with ever greater courage and a more enterprising spirit.

Yet, we must perceive with clarity the forces at play behind the advancement and evolution of K-Beauty.
Intensifying market competition, the diversification of customer demand, the evolution of technology, and the rise of boundless collaboration and convergence— these currents of a market more dynamic than ever before present us with formidable challenges.
Uncertainties in the business environment also pervade the global political, economic, and social landscapes.

The time has come for us to redesign the customer value we provide, to attune it to the spirit of our times.
We must evolve our business to align with this new era.
Only by dreaming anew and daring anew, refusing to be confined by past successes, can we open the door to new opportunities.

Since our inception, we have consistently emphasized two principles.
The first is ‘Customer-centricity’: the conviction that our customers are the most accurate guide, and that the answer must be found by reaching out to our customers. The second is ‘Pioneer Spirit’: the imperative to always undertake novel challenges that have never been attempted before.

By attuning our ears to the voices of our customers and pioneering new realms of beauty befitting the current era,
we define the path of New Beauty—the path we have always walked, and the one we shall continue to walk, unswervingly.

To the proud members of Team Amore,
On the occasion of our 80th anniversary, we wish to once again declare a vision suited to this present age.

‘Create New Beauty’
Amorepacific will present to the world a unique vision of New Beauty—one that springs from the harmony of body and mind, a beauty that transcends age and time. To this end, we will unite our strengths to achieve the following:

First, Everyone Global: We will deliver New Beauty experiences to more customers around the world.
We will develop products and content that embrace the uniqueness of all races, genders, and ages,
and we will strive to reach out to our global clientele more swiftly, focusing on high-potential, high-growth markets and channels.

Second, Holistic: We will present an approach to beauty that harmonizes the inner and outer self.
Anchored by our accumulated research and technological prowess, we will solidify our leadership in skincare and drive the globalization of our makeup and haircare categories.
We will also proactively introduce a wellness business line that cultivates healthy beauty from within.

Third, Ageless: We will realize a beauty that transcends the limits of time and age.
We will concentrate our research on biotechnology that strengthens the skin's fundamental restorative and regenerative powers,
and based on this, we will unveil Amorepacific's distinctive concept of Bio-Beauty, which manifests healthy beauty at every moment of life.

Fourth, AMORE Spark: We will maximize Amorepacific's unique innovative edge.
As part of efforts to seamlessly introduce market-leading categories and products, we will advance our innovative product development framework,
and we will foster an organizational culture of dynamic capabilities that flexibly adapts to a rapidly changing environment.

Fifth, AI First: We will achieve a company-wide Artificial Intelligence Transformation (AX).
We will pursue innovation throughout our business operations by actively utilizing AI in everything from daily employee tasks to customer touchpoints, and further drive AI transformation across the entire value chain to enhance productivity, effectiveness, and precision.

Building upon these efforts, Amorepacific will, over the next decade,
emerge as a Global Leader in Beauty & Wellness with revenues of 15 trillion Korean won.
We will grow our Global Market Sales to 70% from the current 50%, actively Foster Global Mega-Brands with over 1 trillion Korean won in revenue,
and, specifically within our core business area, ascend to become one of the Global Top 3 in Premium Skincare.

To my fellow Beauty Creators,
Beauty holds great power.

The small moments of beauty in our daily lives make us happier, and the sum of individual happiness determines the mood and vitality of a society.
A culture of beauty formed in this way can expand the very possibilities and imagination of an entire generation.
This is why we believe ‘beauty is a gift that transforms the world,’
and why we, as pioneers exploring new realms of beauty and visionaries of beauty are Beauty Creators.’

In the early 2000s, we declared our full-scale global expansion with the concept of ‘Asian Beauty,’
and a decade later, we ultimately achieved what we set out to do.
And now, once again, our path forward has been set.

New Beauty is about designing the future of the beauty industry by unearthing new potentials in beauty,
and expanding the possibilities of Team Amore and each and every member of our team.
Let us trust in the formidable strength Team Amore has shown over the past eighty years, and let us undertake new challenges with courage and boldness.
Just as the K-Beauty movement we created moved the world, the New Beauty movement we are about to create will once again captivate the globe.