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Celebrating 80 Years of Amorepacific: A New Vision for the Future

Amorepacific Group, a giant in the beauty industry, is marking a significant milestone as it celebrates its 80th anniversary. The company, which began its journey on September 5, 1945, has announced exciting new strategies and a forward-thinking slogan, 'Create New Beauty.' This phrase encapsulates its commitment to innovation and global leadership in beauty and wellness.

During the anniversary ceremony held on September 4, 2025, Amorepacific's Chairman Kyungbae Suh revealed an ambitious goal to reach KRW 15 trillion in group sales by 2035. This objective is part of a broader vision that focuses on increasing overseas sales to 70%, thereby solidifying its position among the top three global companies in premium skincare. With such aspirations, Amorepacific demonstrates a dedication not just to growth, but to being at the forefront of the global beauty economy.

The Pillars of a New Era

To achieve these lofty goals, Amorepacific has identified five strategic pillars:

• - Everyone Global: The company aims to cater to key global markets including Korea, North America, Europe, and Asia-Pacific, eagerly tailoring products to meet localized needs and enhancing partnerships with global retailers.
• - Holistic: By emphasizing a comprehensive beauty portfolio, particularly in luxury anti-aging and derma categories, Amorepacific is focusing on delivering an integrated beauty experience, extending into wellness and beauty devices.
• - Ageless: Investing in biotechnology for anti-aging solutions reflects the company's commitment to being a pioneer in this field, focusing on damage prevention and overall wellness across various product categories.
• - AMORE Spark: This initiative aims to foster innovation and agility within the organization, allowing Amorepacific to adapt quickly to market changes and consumer demands.
• - AI First: Amorepacific is stepping into the future by incorporating artificial intelligence across all operations, from marketing and research to logistics and customer service, enhancing speed, accuracy, and consumer engagement.

Incorporating Legacy with Innovation

Amorepacific has a rich legacy marked by numerous milestones in the beauty industry. It pioneered Korea's first cosmetics research lab in 1954, launched the first beauty magazine in 1958, and introduced groundbreaking products like the world's first cushion foundation—an innovation that has reshaped global beauty standards.

Furthermore, the company has continuously expanded its international presence, witnessing growth in overseas sales from 37% in 2021 to 43% in 2024. Brands such as Laneige have emerged as leaders, ranking among the top three skincare names in prominent retailers like Sephora in the US. This reflects not only Amorepacific's robust market strategies but also the rising global appreciation for K-beauty.

The Vision for a Vibrant Future

As Amorepacific embarks on its next chapter, the company is determined to blend tradition with modernity by listening to its customers and evolving alongside them. The commitment to 'Create New Beauty' speaks to its ambition of presenting beauty that transcends age and time, rooted in a holistic approach that balances body and mind.

Reflecting on the journey, Suh stated, "Amorepacific has navigated turbulent times and led the growth of Korea's beauty industry, contributing to the globalization of K-beauty. We will continue to innovate, linking beauty to well-being and sustainability."

With a strategic focus and an array of innovative products in the pipeline, Amorepacific is poised not only to celebrate its legacy but to redefine beauty standards for the future underpinned by a commitment to sustainability and personalization.

Historic Milestones

Amorepacific's journey is filled with remarkable achievements:

• - 1945: Foundation as Pacific Chemical, starting the journey in beauty.
• - 1958: Launch of Hwajanggye, Korea's first beauty magazine.
• - 1979: Cultivation of tea fields on Jeju Island to enhance holistic beauty.
• - 2008: Introduction of the world's first cushion foundation, setting new benchmarks in beauty innovation.
• - 2022: Launch of a joint research program with Johns Hopkins for well-aging sciences.

As Amorepacific continues to innovate and expand, its vision of 'New Beauty' heralds a future where beauty is personalized, accessible, and reflective of a global clientele's diverse desires.