The shop name 'Changseong Shop' that Yun Dok-jeong, mother of Amorepacific founder Suh Sung-whan, gave to her store in 1932 held her small and humble hope for it to thrive. It was a small yet strong store, which grew to become Amorepacific today by leading the trend of distribution over many years.

The distribution innovation of Amorepacific began from its commitment to stabilize the order in the distribution world, which was chaotic in the past. Establishing Hwaseongsa and Pacific Sales Corp. and introducing the designated stores scheme helped customers access products as quickly as possible and at stable prices without going through unnecessary steps in the distribution process. And the door-to-door sales scheme introduced later brought on a true innovation in the cosmetics industry.

HUE Place strengthened our competitiveness by offering service differentiated from ultra-low-priced brand shops, while ARITAUM offered customers the chance to experience our different brands easily at one place.

We also opened the first internet website in Korea's cosmetics industry and established Korea's first cyber cosmetics research lab, NATEC, leading change faster than anyone else in the online realm as well. Our continuous innovation in the digital world we pursued before and since the opening of the Amorepacific Mall in 2011 is leading us to a new path.

Amorepacific devoted its effort into ensuring its own unique and subdivided distribution channels since its establishment. It will continue to pursue new changes with an unwavering commitment to further reach our customers.