Amorepacific (then-called Taepyeongyang), recognized in Asia for its quality since the 1980s, boldly aimed to enter France, the capital of cosmetics. The first attempt to enter the French market was through 'hypoallergenic cosmetics.'

 SOON JUNG, which was launched in March 1988, was a brand developed based on joint research with dermatologists from 17 general hospitals. According to a test conducted by a specialized agency on safety of cosmetics in the U.S., the safety of SOON JUNG was 15 times higher than that of foreign hypoallergenic cosmetics brands.

 Amorepacific changed the product's name to 'SOON' as it was easier to pronounce and entered France in 1988. The product amazed everyone by reaching a whopping 1.3 billion Korean won in sales in the year 1991. In May 1992, it also won the French Oscars Cosmetique News Award, after strict assessment. With the start of SOON JUNG that was developed for the first time in Korea and highly acclaimed by the world, Amorepacific accelerated the development of hypoallergenic cosmetics.

 Derma cosmetics market is also growing as more and more people suffer from sensitive skin. As the No. 1 company leading the Korean cosmetics market, Amorepacific has developed many diverse products since the 1970s by conducting hypoallergenic cosmetics. Let's take a look into the story of Amorepacific's derma cosmetics, which pursues healthy beauty, by comparing the 1988 SOON JUNG, the first hypoallergenic cosmetics in Korea, and the 2017 SOON JUNG that was reborn in 29 years.

 In 2017, 29 years after the birth of SOON JUNG, ETUDE HOUSE newly launched SOON JUNG by reinterpreting the original series. The goal was to revive the original SOON JUNG with the increase in demand for hypoallergenic cosmetics due to stress and environmental pollution.

 2017 SOON JUNG completely follows and maintains the original SOON JUNG that was launched in 1988 in having no artificial color, scent or alcohol. More than 90% of the product comes from natural ingredients and the formula's pH level is slightly acidic. None of the 10 harmful ingredients, such as animal-derived ingredients and mineral oil, were not included so that customers with sensitive skin can use the product.

 The product's 'panthenol' ingredient strengthens the skin protein and 'Madecassoside' cares for skin damage and stress from fine dust at the same time. The SOON JUNG line consists of 5 different products – cleanser, toner, emulsion, cream and balm. All the products have undergone a safety assessment by completing certification for sensitive skin.

 Amorepacific Group will pursue and deliver healthy beauty by meeting the needs of customers by developing not only products for sensitive skin, but also products for improving certain skin types.