Amorepacific Group Celebrates 80 Years of Innovation and Vision in Beauty

Amorepacific Group Marks 80th Anniversary: Journey and Vision

Amorepacific Group, a renowned leader in the beauty and wellness industry, proudly celebrated its 80th anniversary on September 4, 2025. This milestone not only underscores the company's rich heritage but also marks a significant leap into the future with the unveiling of its ambitious vision slogan: "Create New Beauty."

The ceremony, attended by key stakeholders and industry dignitaries, highlighted Amorepacific's unwavering commitment to beauty and health, foundational principles that have driven the organization since its inception in 1945. Kyungbae Suh, Chairman of Amorepacific Group, elaborated on a bold strategy aiming for KRW 15 trillion in total sales by 2035 and targeting a substantial increase in international sales, expecting 70% of total revenue to come from overseas markets.

Strategic Pillars for Future Growth

To realize this vision, Amorepacific has set forth five strategic pillars, each designed to reinforce its position as a top player in the global beauty market:
1. Everyone Global: Focus on key global markets, particularly in North America, Europe, India/Middle East, and Asia-Pacific, tailoring products and content to meet local consumer demands.
2. Holistic: Expand the company’s beauty portfolio, especially in luxury anti-aging, skincare, haircare, and beauty devices, while providing an integrated beauty experience.
3. Ageless: Lead in the development of advanced anti-aging solutions using biotechnology, to innovate in skincare and wellness, thereby enhancing the competitive edge in bio-beauty.
4. AMORE Spark: Cultivate a dynamic organizational culture to enhance product development and create an innovation-driven environment.
5. AI First: Embrace AI to optimize operations across various facets including marketing, research, and customer service, enhancing overall efficiency and accuracy.

This strategic framework aims not only to harness Amorepacific's historical legacy but also to propel it into a new era of beauty innovation.

Historical Context and Milestones

Since its founding, Amorepacific has significantly influenced the beauty landscape, particularly in Korea. The company pioneered many initiatives, such as launching the first Korean beauty magazine in 1958 and introducing innovative products like the world’s first cushion foundation in 2008. These milestones have paved the way for the rise of K-beauty as a global phenomenon.
The commitment to research and development is evident in the establishment of Korea's first cosmetics research lab in 1954, which set the groundwork for many groundbreaking inventions that followed. Moreover, the successful global expansion of brands like Laneige and Innisfree speaks volumes about Amorepacific’s strong market presence and adaptability.

A Focus on Sustainability and Future Prospects

In alignment with current trends towards sustainability, Amorepacific declared a commitment called "2030 A MORE Beautiful Promise" in 2021, emphasizing its intent to move forward alongside society and nature responsibly. Furthermore, the ongoing collaboration with Johns Hopkins School of Medicine aims at exploring innovative approaches to well-aging, solidifying the company’s position as a frontrunner in scientific beauty research.

Chairman Kyungbae Suh concluded the anniversary address by expressing a deep sense of duty to listen to customers and reflect their needs as Amorepacific steps boldly into its future. With plans to prioritize the creation and promotion of beauty that transcends ages and cultures, the company's next decade will be marked by enhanced global visibility and market relevance.

As Amorepacific continues its journey, its dedication to beauty, wellness, and innovation will undoubtedly lead to exciting developments in the beauty industry for years to come.