The path of a pioneer taking the lead and opening up a new way is long and winding. It's because they face countless challenges and failures in trying to push their way down a path that no one has ever set foot before. August at Amorepacific Group set the records of being the first and best in multiple fields, thus was a valuable month that led the group to rise to a new challenge. There is infinite nourishment for greater dreams in each day of August throughout the history of Amorepacific Group which has laid the groundwork for growth like a welcome rainfall in times of drought.

 After the ceasefire in January 1954, Amorepacific (Pacific at the time) built an office and a factory in Huam-dong, Seoul. When Amorepacific's products made with righteous efforts based on the quality-first principle were selling like hot cakes and the wholesalers clamored that there weren't enough products, the founder Suh Sungwhan (pen name Jangwon) pondered over something other than increasing production. He wanted to manufacture products that are truly respectable anywhere in the world.

 To compete with world-renowned cosmetics, the highest priority was to ensure better quality and a higher level of technology. After a long search for researchers to lead the technological innovation of Amorepacific, Suh finally found the right person for the job. He was Ku Yongseop, cosmetics manufacturing engineer who had work experience in Shiseido after majoring in applied chemicals at the Tokyo Institute of Technology in Japan. And in August 1954, Amorepacific built a research lab where Ku could focus on product development. The lab was merely 6.61 square meters in size, but this small space conveyed Amorepacific's strong will to stand against the world with pride and quality as the research lab in the Korean cosmetics industry.

 Since the lab opened, the trend changed from the method of manufacturing products based on experience to R&D of materials and contents of ingredients. New products constantly poured into the market. Amorepacific developed hair dyes and perm agents within just two months after building the lab, and won awards for excellent product quality in countless categories, proving that Amorepacific is the leader of the cosmetics industry worthy of its name.

 After that, Amorepacific relocated the lab to Yongin, Gyeonggi-do in 1992 and completed the first research complex named Seongjigwan. In 2010, the company established the second research complex named Mizium. Since opening the first lab, Amorepacific R&D Center has become the venue for the creation of Asian beauty that aims at being the first and the best at all times.

 In the late 1950s, Suh Sungwhan focused on the makeup culture of Koreans, and constantly wondered : What is this beauty that is unique to us that we always talk about? To provide accurate information for women not familiar with makeup skills and to teach tips to be naturally and vibrantly beautiful, Suh published Korea's first corporate publication and beauty magazine Hwajanggye in August 1958.

 Hwajanggye was not a book filled with advertisements of Amorepacific. Rather, it was a book that conveyed the values about beauty so that anyone who reads it can discover and develop their own beauty. The cover of the first issue featured Lee Binhwa, one of the most popular movie stars at the time, and the magazine included a special feature on bathing tips for health and cleanliness as well as makeup tips for different face shapes. Hwajanggye was given out for free every month, and it was so popular that each time it was distributed, the phone never stopped ringing with customers asking for more. As Hwajanggye became popular, women's desire for beauty information, which they had never even knew existed, grew bigger.

 Then in 1972, Amorepacific published Hyangjang, which is an advanced version of Hwajanggye. It contained beauty information for each generation and met the needs of customers by featuring beauty stories of the most popular celebrities at the time. Hyangjang continues to be published until today, having marked Vol. 500 in 2010. It now takes a new form as the times have changed, but it still conveys the spirit of sharing the discourse and information about beauty with everyone.

 The cosmetics market changed rapidly in the 1990s. Customers developed a broader perspective as they began experiencing all kinds of global products, and the cosmetics marketing channel has become the mainstream, reaching almost 70% of market share. Keeping with this change, Amorepacific began to adapt its sales organization. The company reinforced the sales power of door-to-door sales, and entered the market starting in 1991. As the number of cosmetics specialty stores selling Amorepacific products rapidly increased, the company began to release brands for market sales one after another.

 In August 1994, LANEIGE was launched as the second brand after Mamonde. With the ambitious goal of making the skin clear and flawless for women in their 20s, LANEIGE gained popularity for each product it released, capturing the hearts of consumers with high-functional ingredients and simple yet sophisticated product packaging designs. In just six years of release, LANEIGE has secured its place as a key brand of Amorepacific, reaching the top in sales power and brand preference in 2000, and is still well loved by consumers today.

 With its success in Korea acting as the foothold, LANEIGE entered the Chinese market in 2002 and is now being well received in other countries it has entered, such as the US, Canada, Hong Kong, Singapore, Taiwan, Indonesia, and Thailand. LANEIGE will continue to grow further and higher with optimized makeup all over the world until all women discover their own unique charm.