In 2018, Hyangjang recorded an achievement of celebrating 60 years since first publication and issuance of edition no. 600. Today in 2020, Hyangjang continues to meet customers every month. The history of Hyangjang, which has been delivering various beauty information to customers for more than 60 years, goes back to 1958.

In 1958, Korea's first ever monthly beauty magazine, Hwajanggye, was published. Back then, when it was difficult to get information, Hwajanggye offered information on various beauty tips and global women's style trends to customers. It was a magazine distributed for free, but it was so popular that women who couldn't find one would even pay for the magazine at a used bookstore. In 1963, Hwajanggye temporarily changed its name to 'Nancho' for a year and was reborn as Hyangjang in 1972. Hyangjang was more than just a beauty magazine. It held culture delivering not only information on cosmetics of the time, but also contemporary fashion trends, columns by experts, and even literature such as short stories. It published the artworks of artist Park Su-geun or the writings of writer Choi In-ho, communicating and sharing the culture of the times. Hyangjang delivered not only information on products, but also the culture of beauty itself.

This continued to activities that shared tea culture with customers as well. Amorepacific enabled tea culture to reach the lives of customers from opening Pacific Museum of Tea Culture and publishing Weekly Tea News in 1981, opening Sulloc Cha Museum O'sulloc (Osulloc Tea Museum) in 2001, and to opening Osulloc Teastone in 2013.

Since then, the scope of our beauty expanded even further – from mise en scène Short Film Festival, which contributes to the development of Korean film industry by identifying new directors, Sulwha Culture Exhibition, which shares the value of Korean traditional culture, to Amorepacific Museum of Art, which communicates with customers through art. Amorepacific communicates with customers through various culture beyond time, space, and even beyond region and sphere.