Myeongjin Go, Beauty Tech Lab After joining in 2008, I worked in various development departments before moving to the Beauty Tech Lab. Our lab predicts future trends and develops necessary technologies. I participated in developing Wanna-Beauty AI (WBAI), which received an innovation award at CES 2025.

Goeun Lee, Beauty Device Team I oversee makeon’s strategic product development and partnerships. At CES 2025, we collaborated to integrate Amorepacific’s skin diagnosis solution into Samsung Electronics’ micro-LED Smart Mirror and participated in the First Look exhibition. Throughout the collaboration process with Samsung Electronics, I managed overall communication, discussing everything from mirror display space implementation, UX, and booth space design to displayed products in detail, constantly considering how to effectively showcase Amorepacific’s technology and products.
A significant technical highlight of this event was the debut of the makeon Skin Light Therapy 3S. The Smart Mirror first conducts an optical AI skin diagnosis through the ‘AI Skin Analysis and Care Solution,’ followed by a secondary contact-based skin diagnosis using makeon’s beauty device. Finally, it proposes an integrated skin solution combining these two approaches. The most significant advantage is the ability to conduct more accurate data-driven skin diagnoses by collecting skin data from multiple angles.

Hakgwon Park, AI Solution Team At this CES, I was responsible for developing the ‘AI Skin Analysis and Care Solution’ integrated into the micro-LED Smart Mirror. The Dr. AMORE system, jointly developed by Amorepacific’s research and digital organizations, measures pores, wrinkles, erythema, and pigmentation using optical camera technology. At CES 2025, we went further by presenting a solution that recommends products tailored to customers’ skin types after measurement.
The ‘AI Skin Analysis and Care Solution’ contactless skin diagnosis technology can be experienced through beauty tech platforms such as Amore Mall’s Skin Note¹⁾ and CITY Lab’s My Skin Solution²⁾. The My Skin Solution also offers consultations with skincare experts.

1) Amoremall Skin Note: Download Amore Mall App → Click the Skin Note button at the bottom left
2) My Skin Solution: KakaoTalk Channel → Add Amore CITY Lab channel

Myeongjin Go, Beauty Tech Lab I was very curious to see what new beauty technologies would emerge this time. I was particularly interested because various global companies strategically showcase new technologies through CES. While there were more interesting beauty technologies than expected, many still seem far from commercialization. However, these attempts will shape the beauty industry’s future, and through CES, we continue to monitor changes in the beauty sector.

Goeun Lee, Beauty Device Team The theme of CES 2025 was ‘Dive In,’ meaning “Connect, Solve, and Discover: Explore Deeply.” We could see efforts to solve problems and create new value through the harmony of technology, humans, and the environment. CES itself is where technology and humans coexist. We also expected that through this trade show, Amorepacific would be able to present customers with ‘new experiences’ and ‘new value’ by adding a human touch to AI.

Hakgwon Park, AI Solution Team I was very curious about how AI technology, currently the most talked-about topic, could redefine our future. Mainly, how are innovative technologies like AI, the Internet of Things (IoT), and robotics connecting with each other, and what new value will they create? We had been contemplating how to view and adapt to these AI-centered innovative technologies and gained much inspiration regarding these questions.

Myeongjin Go, Beauty Tech Lab Did you know that Innovation Award showcase spots are assigned on a first-come, first-served basis? That’s why you must arrive early on the first day to secure a good location. If you don’t secure a prime spot, you face many limitations in presenting your showcase. In the worst case, you might be assigned a corner spot with poor lighting. We knew this small tip thanks to winning awards for six consecutive years, so we did an early rush and secured a satisfactory location.

Goeun Lee, Beauty Device Team A nerve-wracking moment that comes to mind is ‘the lost cosmetics box.’ We had sent cosmetic samples for customer promotions to the local hotel in advance, but when we checked with the local staff, the box was nowhere to be found! This was despite receiving a delivery confirmation message from the shipping company. The period spent searching everywhere was so stressful that I had nightmares, but thankfully, with help from many people on-site, we were able to find the products.
Another memorable moment was Chairman Kyungbae Suh’s visit. Despite his hectic schedule, he came back to see us before leaving the exhibition hall for the last time, offering words of encouragement and suggesting we take commemorative photos. While taking selfies, I handed him the makeon Skin Light Therapy 3S I was holding, and he struck such a great pose that it felt like all the accumulated fatigue had just washed away!

Hakgwon Park, AI Solution Team I remember rushing to the scene when we received reports that the device wasn’t accurately measuring people with darker skin tones while setting up products on-site. After adjusting the basic measurement settings to match the on-site conditions, we locally recruited people with darker skin tones and conducted multiple tests to establish stable measurement values. Also, just before opening, we faced an issue where the intense lighting from the CES booth and venue interfered with accurate skin measurements. Still, fortunately, we were able to solve the problem by immediately installing dedicated lighting in front of the smart mirror. All these issues were handled urgently, making them particularly memorable because of the challenges involved. The First Look exhibition hall was so large that it took 10-15 minutes by car to reach the Wanna-Beauty AI innovation award exhibition area, resulting in us walking at least 20,000 steps daily. Finally, due to limited seating, we turned any spot where we could sit and open a laptop into an impromptu office.

Myeongjin Go, Beauty Tech Lab I view beauty as ‘becoming beautiful and reaching the state I desire.’ Perhaps Amorepacific has always been contemplating and attempting what’s needed to reach that level of beauty, and the results are our ‘products’ and ‘technology.’ Tech and beauty have been intertwined since the very beginning of cosmetics. For example, ancient Egyptians ground kohl, a black mineral, to apply around their eyes for beauty. Greeks used olive oil, honey, and rose extracts to their skin - these were the beauty products of their time that led to advanced beauty technology. And now, we’re moving toward more advanced and diverse forms of beauty with the new technologies of our era. Amorepacific’s discovery of ginseng-derived Ginsenosides and the creation of the unprecedented foundation cushion are examples of the connection between beauty and tech. The New Beauty that our company pursues has been consistent from the past until now.

Goeun Lee, Beauty Device Team While beauty and tech might seem worlds apart, looking at Amorepacific’s history, there have been moments when beauty shone even brighter ‘in the course of technological development.’ I believe Amorepacific’s confidence stems from its 80-year philosophy of ‘beauty,’ world-class ingredients, skin research, and manufacturing technology.
Now, we should talk about the relationship between tech and beauty in the AI era. Our Beauty Device Team is working to help customers realize their own beauty - New Beauty - through makeon products and services, which can be summarized as AI diagnosis and care solution provision. As these products and services become more diversely commercialized, more customers will experience New Beauty.

Hakgwon Park, AI Solution Team CES began as a showcase for cutting-edge home appliances. That shows how the development of home appliances has dramatically changed our lives. Including beauty here demonstrates that beauty is closely connected to daily life and determines the quality of life. Particularly, as AI development accelerates and our perspective on life changes, the role of Amorepacific’s AI Solution Team will become even more significant in the future.

Myeongjin Go, Beauty Tech Lab There was a noticeable increase in technology promotions and large-scale demonstrations from companies aiming to lead the humanoid robot market. More advanced robots are being developed with essential functions and the ability to communicate with people. The era of robots might arrive sooner than we expect. While robots and beauty might not seem closely related, lifestyle changes will influence how we manage our beauty and health. CES 2025 became an opportunity to contemplate how we might discover and realize beauty in new ways.

Goeun Lee, Beauty Device Team Sony’s transformation and revival were truly amazing. I recommend checking out their gaming car ‘AFEELA’ on YouTube and other platforms. (Click)

I was also very impressed by how Panasonic presented a better future through AI. It felt like a new challenge to see Panasonic, which we were familiar with through beauty devices and Lamdash shavers, entering the ‘wellness industry.’ They stood out by developing AI technology suited to lifestyle needs based on their experience in home appliances. It was extraordinary how they emphasized the role of family connections and individual health management when unveiling ‘Umi,’ their family-based AI health coach. Their approach of presenting schedule-based health goals through a friendly GUI (Graphical User Interface) felt emotional and accessible to everyone.

Goeun Lee, Beauty Device Team To summarize in one line, we integrated Amorepacific’s independently developed ‘AI Skin Analysis and Care Solution’ into Samsung Electronics’ latest technology, the ‘MICRO LED Beauty Mirror.’
The ‘AI Skin Analysis and Care Solution’ technology combines camera-based optical skin diagnosis (Dr. AMORE) with contact-based skin diagnosis technology using Amorepacific beauty devices. Through this, we provided visitors to ‘Samsung Electronics’ First Look booth’ with various futuristic beauty experiences, including skin condition analysis, personalized product recommendations, and skincare method suggestions.

This urgent project began about 100 days before the trade show, leaving no room for downtime. I exchanged over 400 emails with the Samsung Electronics representative. While planning the collaboration, we intensely deliberated on effectively incorporating our company’s ‘Connected Beauty Model’ into the Smart Mirror, which features micro-LED technology and over 90% transparency.
What’s certain is that we focused all our efforts on the customer experience. We planned for customers to completely experience Amorepacific’s unique beauty solution, starting with AI-based skin diagnosis and recommendations, encountering beauty tips through visual content, and moving on to product trials. To achieve this, we provided cosmetic samples to customers who completed the testing, allowing them to experience the entire beauty care journey and creating a seamless experience from testing to purchasing.

Hakgwon Park, AI Solution Team Dr. AMORE is a skin diagnosis technology jointly developed by our R&I Center and Amorepacific’s digital development organization, based on Amorepacific’s unique beauty tech technology that leads K-beauty. As a result of this joint research and development, our standard contactless skin diagnosis solution can now provide meaningful information, such as tracking periodic changes in customers’ skin conditions by securing consistent skin data.

Goeun Lee, Beauty Device Team Since it was an exhibition showcasing various cutting-edge technologies in one space, I was worried that interest in beauty tech might be limited, but the result was the opposite. Those worries proved groundless as long lines of visitors waited to try the experience. We had diverse visitors with various skin concerns, regardless of age and gender. Male visitors were also actively participating. Usually, people tend to look expressionless when viewing exhibitions, but it was fun to see everyone’s bright expressions when they saw their faces in the mirror. Here’s a surprise behind-the-scenes story: Giovanni Valentini, our North American President, came separately to try the skin diagnosis. He was making such model-like expressions in front of the mirror that I approached him and whispered, ‘Smile ~,’ and when he smiled for the photo, it perfectly captured his ‘wrinkles’!

Hakgwon Park, AI Solution Team It was great to see how all the issues that emerged simultaneously before opening were resolved smoothly as if nothing had happened. I can’t forget the satisfied looks on customers’ faces during the skin diagnosis experience and their surprised expressions when the recommended products matched the ones they used.

Goeun Lee, Beauty Device Team I believe that thorough consideration and execution, rather than ideas or inspiration, are ultimately what drive product development. Ideas are abundant in an era where everyone can have many great experiences. However, the results differ based on how deeply you consider those inspirations and ideas. When we received the development mission for Skin Light Therapy 3S, we aimed to create a new device using existing product molds while considering both business potential and profitability. So, although it’s a small space, we achieved maximum performance through additional circuits in this compact device.

Hakgwon Park, AI Solution Team Creative ideas needed for work come from ‘ideation’ between various organizations. While the micro-LED Smart Mirror software product development for CES 2025 began with Samsung Electronics’ VD Business Division, it showed promising growth potential. It provided much inspiration to both Amorepacific and myself.

Goeun Lee, Beauty Device Team The Skin Light Therapy 3S is the first product introduced by our Beauty Device Team, which was newly reorganized to align with beauty device market trends. We developed it focusing on device functionality and design competitiveness as key points. Starting with the innovative Skin Light Therapy 3S that’s never existed, we plan to launch the lovely and emotional Gem Sono Therapy Relief that will provide the most delicate touch for skin and an innovative micro-LED device that’s the first of its kind. From March this year, customers will experience an integrated skin analysis and care solution created by AI optical and device contact-based diagnosis through the dedicated makeon app. We hope you’re looking forward to it!

Hakgwon Park, AI Solution Team The AI Solution Team prepares various customer services from a software provision perspective. While we continue to advance our contactless skin diagnosis technology, we’re also developing makeup-related technology and plan to introduce new services sequentially from 2025.

In the next edition, we’ll discuss the secrets behind winning the CES Innovation Awards for six consecutive years, along with Wanna-Beauty AI (WBAI). See you again in the next edition.