The Amorepacific Group announced a new leap forward to mark its 80th anniversary. At its anniversary ceremony held on September 4, the company unveiled the group sales goal, alongside its mid- to long-term vision and strategies to become a global leader in beauty and wellness.

The company also announced a new vision slogan, “Create New Beauty.” The Amorepacific group established five strategic pillars to bring the vision to life. 

The company will strengthen its business portfolio to rank among the top three global beauty companies in the premium skincare sector, while increasing the share of its overseas sales to 70% to accelerate global growth.

Kyungbae Suh, Chairman of Amorepacific Group, (pictured above) stated, 

“Over the past 80 years, Amorepacific has navigated turbulent times, driving the growth of Korea’s beauty industry and the globalization of K-beauty. We will continue to listen to our customers and present our vision of ‘New Beauty,’ introducing new forms and expressions of beauty befitting the times… Over the next decade, we will grow into a leading global beauty and wellness company with annual sales of KRW 15 trillion.”

Amorepacific has continued to innovate based on its founding philosophy of “contributing to humanity through beauty and health” since its launch in 1945. 

Leading the development of Korea’s beauty industry, the company opened Korea’s first cosmetics research lab in 1954, launched the monthly beauty magazine “Hwajanggye” in 1958, introduced door-to-door sales in 1964, initiated makeup campaigns in 1971, and declared the “Total Commitment Initiative” in 1993.

The company also pioneered Korean functional cosmetics by introducing the world’s first products to incorporate ginseng and green tea, and by creating a new category in the market with the world’s first cushion foundation.

Today, cushion foundations are found worldwide and have become a symbol of K-beauty innovation.

To achieve its mid- to long-term vision over the next decade, the Amorepacific group outlined five key strategies.

Everyone Global will focus on key global markets. The Holistic pillar aims to strengthen integrated beauty solutions. Amorepacific’s Ageless strategy will develop anti-aging solutions based on biotechnology. AMORE Spark will drive agile organization and workflow, and AI First will help transition to AI-driven operations. 

Each of these strategies are set to be implemented as specific initiatives company-wide.

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