Key Takeaways:
- Amorepacific celebrates 80 years with the vision “Create New Beauty.”
- Five strategic pillars drive global, holistic, AI-powered growth.
- Aims for KRW 15T sales and top three premium skincare status by 2035.
South Korea beauty conglomerate Amorepacific Group is ushering in its 80th anniversary with a bold vision: “Create New Beauty.” Announced at a ceremony in early September, this isn’t just a slogan—it’s a roadmap for how the legacy beauty house intends to lead the future of beauty and wellness in an increasingly global, tech-inflected marketplace.
Amorepacific may have started in 1945, but its history is rich with pioneering moments that have helped shape what we now think of as K-beauty. From launching the first Korean cosmetics research lab (1954) to inventing the cushion compact foundation (one sold every 1.2 seconds in 2016), many of today’s beauty norms have roots in the beauty giant’s innovation.
Now, with Create New Beauty, the company stakes its claim to renewed leadership. Over the next few years, it aims for overseas sales to make up 70% of revenues, KRW 15 trillion ($10.80 billion) in group sales by 2035, and a place as one of the top global premium skincare companies.
To get there, Amorepacific has laid out five strategic pillars. Each suggests specific investment, product innovation, and organizational change. The pillar, "Everyone Global," reflects a sharpened focus on localized innovation in key regions, including the US, Europe, India, the Middle East, China, Japan, and wider APAC, alongside deeper retailer partnerships abroad.
The "Holistic" pillar signals the group’s move beyond skincare into wellness, haircare,...
