Kyungbae Suh, Chairman of Amorepacific Group, announces the company's new vision slogan at its 80th anniversary ceremony.

Founded on September 5, 1945, Amorepacific has continued to innovate based on its founding philosophy of "contributing to humanity through beauty and health." Leading the development of Korea's beauty industry, the company opened Korea's first cosmetics research lab in 1954, launched the monthly beauty magazine "Hwajanggye" in 1958, introduced door-to-door sales in 1964, initiated makeup campaigns in 1971, and declared the "Total Commitment Initiative" in 1993.

The company also pioneered Korean functional cosmetics by introducing the world's first products to incorporate ginseng and green tea, and by creating a new category in the market with the world's first cushion foundation. Today, cushion foundations are found worldwide and have become a symbol of K-beauty innovation.

Meanwhile, the Amorepacific Group's presence in global markets such as North America and Europe continues to grow. Its overseas sales increased from 37% in 2021 to 43% in 2024, and its brand portfolio's competitiveness has strengthened. For example, LANEIGE ranked among the top three skincare brands at Sephora in the US in 2024, driving the globalization of K-beauty. In Europe, LANEIGE, INNISFREE, and COSRX led sales growth centered on the U.K., achieving threefold growth year-on-year, while steady growth continues in Japan and the Asia-Pacific region.

To achieve its mid- to long-term vision over the next decade, the Amorepacific Group outlined five key strategies: focusing on key global markets (Everyone Global), strengthening integrated beauty solutions (Holistic), developing anti-aging solutions based on biotechnology (Ageless), driving agile organizational innovation (AMORE Spark), and transitioning to AI-driven operations (AI First). Each of these strategies are set to be implemented as specific initiatives company-wide.

• Under the 'Everyone Global' pillar, the company will focus on the 'Pentagon Five' markets—Korea, North America, Europe, India/Middle East, China, and Japan/APAC—developing products and content tailored to local customer needs, while strengthening partnerships with global retailers to accelerate overseas expansion.

 

• The 'Holistic' strategy will reinforce the company's comprehensive beauty portfolio, with an emphasis on luxury anti-aging and derma categories, nurturing mass skincare, and accelerating global expansion in haircare and makeup. The company will also further expand into wellness and beauty devices to deliver an integrated beauty experience.

 

• The 'Ageless' pillar will guide the company to prioritize developing anti-aging solutions based on biotechnology, investing in key research areas such as damage prevention, delayed aging, and structural improvement. The strategy will extend beyond skincare to haircare and wellness, building the company's differentiated competitive edge in bio-beauty.

 

• With 'AMORE Spark,' the Amorepacific Group will establish a collaboration-based innovation system and enhance its product development process. By fostering a dynamic organizational culture, the company aims to respond swiftly to rapidly changing market conditions.

 

• The 'AI First' strategy reflects the company's commitment to fundamentally transforming work processes and customer experiences through AI across marketing, R&D, production, logistics, and sales. This will improve speed of execution, accuracy, and engagement, enhancing overall operational excellence from customer service to quality control.

Kyungbae Suh, Chairman of Amorepacific Group, stated in his anniversary address, "Over the past 80 years, Amorepacific has navigated turbulent times, driving the growth of Korea's beauty industry and the globalization of K-beauty. We will continue to listen to our customers and present our vision of 'New Beauty,' introducing new forms and expressions of beauty befitting the times."

He added, "As a 'beauty creator' that has pioneered and opened new realms of beauty, we will present to the world a vision of beauty that transcends age and time, rooted in the harmony of body and mind. Over the next decade, we will grow into a leading global beauty and wellness company with annual sales of KRW 15 trillion."