Marking its 81st anniversary, Amorepacific Group will accelerate its push into the global market, driven by the pioneering spirit that has long led Korea’s beauty industry and culture.
Amorepacific Group held a ceremony in honor of celebrating its 81st anniversary at its headquarters in Yongsan, Seoul, on Sept. 4.
During the event, Chairman Seo Kyung-bae emphasized the company’s commitment to global growth by realizing its “New Beauty” vision, stating, “Let us make Amorepacific Group a company that presents a new standard of beauty to customers around the world.”
The anniversary ceremony was broadcast live online to the company’s global subsidiaries in three languages: Korean, English, and Chinese.
Hosted by the AI show host “Ara,” the event featured Chairman Seo’s commemorative address followed by a ceremony honoring 655 long-serving employees.
“Customer-centricity and a pioneering spirit have been the driving forces behind Amorepacific’s 81-year history,” Seo emphasized.
“Anticipating customer changes, pioneering new frontiers, and creating a beauty culture unlike any before — this is the path of ‘New Beauty’ that we pursue.”
Since its founding in 1945, Amorepacific Group has led the growth and transformation of the Korean beauty industry by constantly blazing new trails across R&D, products, distribution, and customer experience.
Building on the technological prowess and brand competitiveness honed by staying ahead of changing times and evolving customer lifestyles, the Korean business group is rapidly expanding its global business operations around the world.
“The landscape of distribution has been reshaped around digital channels and platforms; competition has intensified and the pace of change has accelerated in tandem with growing interest in K-Culture,” Seo told employees of Amorepacific Group.
“Let us swiftly execute tasks suited to the times and lead the way in creating new products, routines, and cultures that transform our customers’ daily lives.”
Marking its 80th anniversary last year, Amorepacific Group proclaimed its “Create New Beauty” vision and established five strategic tasks.
The five are fostering key global markets (Everyone Global), strengthening integrated beauty solutions (Holistic), developing anti-aging technologies based on biotechnology (Ageless), driving agile organizational innovation (AMORE Spark) and transforming operations through AI (AI First).
Building on the five strategic tasks established last year, Amorepacific Group is pursuing three core objectives this year to realize the “New Beauty” vision: accelerating expansion into overseas markets, creating beauty that encompasses both the inner and outer self and innovating the way Amorepacific Group employees work.
In particular, under the “Holistic Longevity” technology vision, the company plans to expand its scope beyond skin care into hair care and wellness, while building unique competitiveness in bio-beauty to offer differentiated solutions. Furthermore, the company aims to boost operational speed and productivity through a comprehensive AI transformation.
“We must understand customers’ changing needs ahead of others, execute our work rapidly, and complete tasks with persistence and perseverance,” Seo emphasized.
“Let’s create our own unique ‘New Beauty’ with a customer-centric mindset and pioneering spirit that we have upheld for 81 years and dynamically march toward the global stage.”
Amorepacific Group, established on September 5, 1945, has grown by exercising bold decision-making and transformative leadership at key turning points, guided by its founding spirit of contributing to humanity through beauty and health.
The company opened Korea’s first cosmetics research laboratory in 1954 and published the first issue of Hwajang-gye (The Cosmetics World), a monthly beauty information magazine, in 1958.
Amorepacific Group has led the Korean beauty industry through initiatives such as introducing a door-to-door sales system in 1964, launching a makeup campaign in 1971 and declaring a philosophy of infinite responsibility in 1993.
Currently, the business group is pumping up efforts to realize its vision of achieving 15 trillion won in sales by 2035 in order to fly high as a leading global beauty and wellness company in the world.
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