Amorepacific Group is marking its 81st anniversary by accelerating its push into global markets with the pioneering spirit that has led Korea's beauty industry and culture.
Amorepacific Group held a ceremony marking its 81st anniversary on September 4 at its Global Headquarters in Yongsan, Seoul. Chairman Kyungbae Suh underscored the Group's commitment to global growth through the realization of its "New Beauty" vision, saying, "Let us build a company that sets new standards of beauty for customers around the world."
The anniversary ceremony was livestreamed online to Amorepacific Group entities around the world in three languages—Korean, English, and Chinese. Hosted by AI show host "Ara," the program featured Chairman Kyungbae Suh's anniversary address, followed by a celebration honoring 655 long-serving employees.
"The forces that have driven Amorepacific throughout its 81-year history are customer-centricity and a pioneering spirit," Chairman Kyungbae Suh noted. "The path of 'New Beauty' that we pursue is about recognizing how our customers are changing before anyone else, pioneering new markets, and creating an entirely new beauty culture."
Since its founding in 1945, Amorepacific Group has continuously pioneered new opportunities across R&D, products, distribution, and customer experience, driving the growth and transformation of Korea's beauty industry. Drawing on the technological capabilities and brand competitiveness built by anticipating shifts in customers' daily lifestyles and the changing times, Amorepacific is rapidly expanding its global business.
Chairman Suh explained, "The distribution landscape has been reshaped around digital channels and platforms. At the same time, intense interest in K-culture has been accompanied by fiercer competition and a faster pace of change." He added that the company should quickly adapt to the needs of the contemporary world and take the lead in fostering new products, beauty routines, and cultural practices that will transform customers' daily lives.
To mark its 80th anniversary last year, Amorepacific Group unveiled its "Create New Beauty" vision and established five strategic priorities: ▲ focusing on key global markets (Everyone Global) ▲ strengthening integrated beauty solutions (Holistic) ▲ developing anti-aging solutions based on biotechnology (Ageless) ▲ driving agile organizational innovation (AMORE Spark) and ▲ transitioning to an AI-driven workflow (AI First).
Building on the five strategic priorities established last year, Amorepacific is pursuing three core priorities this year to realize its "New Beauty" vision: accelerating its push into global markets, creating beauty that embraces both the inner and outer self, and promoting innovation in the way we work. More specifically, under its "Holistic Longevity" technology vision, the Group is expanding beyond skincare into haircare and wellness while building a unique competitive edge in bio-beauty to deliver differentiated solutions. It also plans to bolster the pace of implementation and productivity across its operations through AI transformation.
Chairman Kyungbae Suh stated, "We must recognize how our customers are changing before anyone else, move quickly, and see things through with persistence. And with the customer-centricity and pioneering spirit we have upheld for 81 years, let us create our own sense of 'New Beauty' and forge ahead into the world."
Amorepacific Group, founded on September 5, 1945, has grown by making bold decisions and demonstrating transformative leadership at every major inflection point, guided by its founding philosophy of "contribute to mankind through beauty and health." The Group opened Korea's first cosmetics research lab in 1954 and launched the monthly beauty magazine Hwajanggye in 1958. It has led Korea's beauty industry by introducing door-to-door sales in 1964, initiating makeup campaigns in 1971, and declaring the "Total Commitment Initiative" in 1993. Amorepacific Group is accelerating efforts to realize its vision of achieving KRW 15 trillion in sales by 2035 and emerge as a leading global beauty and wellness company.