When you think of K-beauty, you’re thinking of Amorepacific

Cushion compacts. “Glass skin.” Essences and sleeping masks. If it became a global beauty moment, chances are Amorepacific helped make it happen.

This isn’t just South Korea’s biggest beauty company — it’s one of the world’s top ten cosmetics groups, shaping how millions care for their skin every single day.

From camellia oil to a global beauty empire

The story begins in the 1930s, when Dokjeong Yun sold camellia oil in the small village of Kaesong. In 1945, her son, Suh Sung-hwan, founded Pacific Chemical Co. Ltd., laying the foundation for a future beauty giant.

A few defining milestones:

1954 — Korea’s first cosmetics research lab opens

1958 — Asia’s first air-spun micro-milling machine changes powder tech

1997 — Suh Kyung-bae takes leadership and accelerates global expansion

2002 — Rebrands as Amorepacific, signalling global ambition

Today, the brand is a powerhouse in innovation, retail presence, and scientific discovery.

A portfolio shaping global trends

Amorepacific isn’t a single brand — it’s a constellation of over 30 brands spanning luxury skincare, mass market, professional care, and wellness. If you’re into K-beauty, you’ve almost certainly used one.

Luxury & prestige

• Sulwhasoo — herbal, Ginseng-powered skincare rooted in Korean medicine
• Hera — modern Seoul-inspired beauty; high-performance makeup + care
• Amorepacific — flagship, tech-forward luxury treatments

Premium / masstige

• Laneige — global hydration hero; creator of Lip Sleeping Mask
• IOPE — science-driven brand behind Korea’s first retinol products + the cushion compact
• Hanyul — heritage meets modernity with botanicals like Yuja + Artemisia
• COSRX — ingredient-led, minimalist, acne-friendly formulas

Mass

• Innisfree — Jeju-powered naturals at approachable price points
• Etude — playful, colourful skincare and makeup for young consumers
• Ryo — herbal scalp and haircare rooted in traditional remedies

They don’t stop at beauty — wellness brands like Vitalbeautie and Osulloc (premium teas) round out the portfolio.

Innovation is their real signature.

Amorepacific doesn’t follow trends — it builds them. A few of its biggest contributions:

The cushion compact (IOPE, 2008)
→ Foundation meets skincare, housed in a portable sponge — now a global standard.

Commercialised retinol in Korea
→ IOPE pioneered retinol long before it dominated global skincare.

3D-printed hydrogel masks
→ Skincare that fits your face precisely.

AI skin diagnostics
→ “Dr Amore,” an AI-powered platform that analyses skin and recommends products.

A global pivot: the “rebalancing” strategy

Amorepacific relied heavily on China for international growth — until recently.

Now, the focus is shifting to Western markets.

• U.S. sales doubled in 2024, surpassing Greater China for the first time
• Strategic retail expansion via Sephora, Boots, Amazon, and TikTok Shop
• Acquisitions like Tata Harper (clean luxury) and a controlling stake in COSRX are fueling global power

Their next chapter is global — and personal.

Sustainability with substance

Amorepacific was the first Korean cosmetics company to join the UN Global Compact and has pledged to eliminate animal testing.

Key initiatives include:

• PCR and recyclable packaging
• Ethical ingredient sourcing through local farms
• Women’s empowerment + founding the Korea Breast Cancer Foundation

This is sustainability as practice, not PR.

The future vision: “new beauty”

Amorepacific’s long-term mission sits on three pillars:

1) Personalisation
AI-driven diagnostics + customised skincare systems.

2) Tech & data
AR try-on tools, AI product mapping, data-led formulation.

3) Holistic wellness
Moving beyond surface care into inner health + lifestyle.

Why the Amorepacific story matters

To understand K-beauty, you have to understand Amorepacific.
They turned ancient ingredients into luxury formulas.
They made cushions normal.
They brought retinol to Korea.
They made hydration cool again.

And they continue to define where skincare is heading.

Whether you’re a casual beauty lover or deep in the industry, Amorepacific isn’t just a company — it’s the architect behind the way the world sees Korean beauty, today and tomorrow.