From the past, straight parted and neatly tied chignon with binyeo (Korean traditional hairpin) was considered the classical hairstyle for women. Women then added oil to give glow to the hair after applying hair oil on fine-toothed comb to brush down and adjust their hair. Yun Dok-jeong, mother of Amorepacific founder Jangwon Suh Sung-whan, took note of hair oil, which was considered a must-have item to women during the time. Based on trust built over time, she procured a stable supply of reliable camellia fruit and made hair oil with her heart and soul through methods she learned by herself. And as a result, her camellia oil began to gain recognition through word of mouth spreading far and wide.

About 20 years since then and after Korea gained independence, there was a time when men's cosmetics were consumed more than women's cosmetics, although this may seem unfamiliar today. It may have been due to lesser consumption by women during wartime, but mainly was because of pomade for men. Korean-made pomade during the time was made with mineral ingredients and therefore had flaws like making hair stiff and greasy. Suh Sung-whan continued research and experiments day and night to resolve this problem. As a result of improving the quality of pomade with an artisanship spirit, he not only successfully developed Korea's first pure plant-based ABC Pomade, but also dominated the market as soon as the product was released by adding high-end fragrance imported from Japan and Hong Kong as well as by applying a modern design. It was a success led by quality, technology, and design as well as a pioneering spirit and can-do spirit.

Pacific Corporation, which led the trend with camellia oil for chignons brushed using fine-toothed combs and with ABC Pomade for men who pursued style in the days since liberation, also unveiled the first shampoo in the cosmetics industry in 1972. The company released the product with a pioneering mind as it considered hair and scalp as also part of skin. In one year after the launch of 'Amore Hi Tone Shampoo', the company led the market by launching its 'Ginseng Sammi Shampoo', which contained saponin ingredients without the color or smell of ginseng. With increased interest in shampoo and as more and more customers used the product, Pacific Corporation launched 'Amore Protein Shampoo', an affordable large-size shampoo for customers to use for a long time. The shampoo gained huge popularity and was one of the most sold items in the cosmetics industry in 1977. It was loved by many consumers making it a product used at least once by everyone.

In 1980, Pacific Corporation unified household goods into one brand 'Lido' and launched 'Lido Protein Shampoo' for the supermarket channel. The product was the number one product of Pacific Corporation, which once gained 70% of market share, but disappeared at the 10-year mark. It was because the product did not change in benefit, container design, or even factory price, regardless of the changes of customers. As soon as the company focused back on its customers, it continued to launch new products. In 1989, it launched the innovative 'Lido Two-Way Shampoo', a two-in-one shampoo/condition for the busy modern-day consumer. And in 2000, the company launched Korea's first essence hair coloring brand mise en scène, which offered products that protected the soft texture of hair even after coloring. The brand mise en scène, which comes from the French word meaning 'stage design and arrangement', is loved and adored by customers through various products, including its steady-seller Perfect Serum.

As more consumers began to worry about hair loss due to environmental impact such as stress and air pollution, about 60 experts across eight different areas, including scalp experts, ingredient experts, fragrance experts, and body experts, came together with one goal. After 10 years of numerous failures and discoveries, the oriental shampoo brand Ryo was born in 2008. It became a mega brand in 3 years, recording KRW 100 billion in sales and became the number one brand in the shampoo market the following year. Ryo is laying the foundation as a global brand beyond Korea and continues to ensure growth momentum as a global brand.