Amorepacific Group marks its 81st anniversary by accelerating its challenges in the global market, driven by a pioneering spirit that has shaped the Korean beauty industry and culture.
The anniversary ceremony was held on September 4 at the company's headquarters in Yongsan, Seoul. Chairman Suh Kyung-bae emphasized the company's commitment to presenting new standards of beauty to customers worldwide, reinforcing its vision for 'New Beauty' as a pathway to global growth.
The event featured a live online broadcast in Korean, English, and Chinese for global affiliates, with AI host 'Ara' leading the proceedings. The ceremony included Suh's anniversary address and a segment celebrating 655 long-serving employees.
Suh stated, "The driving force behind Amorepacific's 81-year history has been our customer-centric approach and pioneering spirit. By anticipating changes among our customers and exploring new areas, we aim to create an unprecedented beauty culture through our pursuit of 'New Beauty.'"
Since its founding in 1945, Amorepacific Group has continually pushed boundaries across R&D, product development, distribution, and customer experience, leading the evolution of the Korean beauty industry. Leveraging the technological expertise and brand competitiveness developed over the years, the company is rapidly expanding in global markets.
"The landscape of distribution has been reshaped around digital and platforms, with fierce competition and rapid changes reflecting the growing interest in K-culture," Suh remarked. He urged, "Let us swiftly execute tasks suited to the era and lead the change in everyday consumer routines through new products and cultural innovations."
Having declared the 'Create New Beauty' vision during its 80th anniversary last year, the company has outlined five strategic initiatives: focusing on global core markets (Everyone Global), enhancing integrated beauty solutions (Holistic), advancing anti-aging development based on biotechnology (Ageless), innovating agile organization (AMORE Spark), and spearheading AI-first initiatives.
This year, building on these five strategic initiatives, Amorepacific is pushing forward core tasks aimed at accelerating global market challenges, creating inclusive beauty, and innovating work methodologies. Under the vision of 'Holistic Longevity,' the company plans to extend its domain beyond skincare to include haircare and wellness, aiming to establish a unique competitive edge in biobeauty by providing differentiated solutions. Additionally, it plans to enhance execution speed and productivity company-wide through AI transformation.
Suh concluded, "We must read customer changes faster than anyone else, execute rapidly, and persistently achieve our goals. With 81 years of customer-centric and pioneering spirit, let us boldly move forward with our unique 'New Beauty' towards the world."
Founded on September 5, 1945, Amorepacific Group has grown by exhibiting decisive leadership and transformation at critical junctures, contributing to humanity through beauty and health. The company has pioneered the Korean beauty industry through numerous initiatives, including the establishment of Korea's first cosmetics research institute in 1954, the launch of the monthly beauty information magazine 'Hwa Jang Gye' in 1958, and the introduction of the door-to-door sales system in 1964, among others. It is now focused on achieving sales of 15 trillion KRW by 2035 and establishing itself as a global leader in beauty and wellness.
