Hello, everyone. I joined Amorepacific right after graduating and ever since then, for over 20 years, I have worked as a makeup researcher, and last year, I was put in charge of the Makeup Research Division. I take overall responsibility for the research and development of texture and color of makeup products, for example, cushion foundation, makeup foundation, lip makeup, and mascara, and also targeted skincare products, like lip care products including Lip Sleeping Mask and eyelash care products. I discovered my talent and interest in color while working as a makeup researcher and developed expertise in color palettes, and this study of colors added color to my once-colorless life.

I'd say the cushion foundation project I participated in 15 years ago. It was the most thrilling and truly memorable project. There is also the Lip Sleeping Mask project. I went all out, together with my colleagues, to recreate the texture of Vaseline without using Vaseline. Our first wet milling process technology using the milling machine from a paint maker is definitely another project I won't ever forget. It was a breakthrough from the traditional powder-mixing method for a face makeup product. All of these were particularly rewarding because they were whole new categories that we produced through the challenges, instead of staying complacent.

I give three keywords: Simple & Easy, Skin Caring (lasting makeup, natural look, and color diversity), and Sustainable & Clean. Our aim is to put our innovation DNA into this trend; we create new beauty categories, including easy-to-carry cushion foundation, which lies between sunscreen and liquid foundation, and Lip Sleeping Mask, a fusion of a lip care product and mask pack.

Makeup is a good partner for self-expression; a partner through which we can express ourselves, show our true colors, and get satisfaction. I believe that makeup is the most useful tool that can help us achieve our two visions, Make A MORE Beautiful World and New Beauty. Amorepacific has always presented new ideas of beauty over generations through makeup. In the 1970s, Amorepacific launched Korea's first makeup campaign, Oh My Love. At that time, makeup was considered taboo in Korea. However, our former president thought that there is no reason to be ashamed of bringing out and showing beauty through makeup and initiated this makeup campaign. It was the very beginning of our journey for new beauty.

In the future, makeup will become more personalized. We are expanding makeup categories through our brands. Recently, HERA launched a service called Silky Stay Custom Match, which offers the right, personalized foundation for individuals, in Korea and abroad. Customers outside Korea can go to the global online Amore mall (https://global.amoremall.com/pages/shade-picker) and get the personalized foundation. This personalization service is going digital fast with the advancement of technology. Soon, personalized makeup services will evolve even further as more and more customers use the platforms to find makeup looks they love. Plus, makeup is no longer only about enhancing appearance; the concept of makeup is expanding to include emotional benefits, for example, a sense of self-satisfaction and refreshment. ESG factors will also grow in importance, from cosmetic formulations through packaging.