On September 8, Amorepacific Group celebrated its 80th anniversary by announcing its ambitious goal to generate 15 trillion won in sales by 2035, aiming for a new leap forward. With the vision slogan “Create New Beauty,” the group outlined five strategic initiatives to make this vision a reality. These strategies include advancing their business portfolio to rank among the top three in the global premium skincare sector and expanding the overseas sales ratio to 70%.
During the anniversary ceremony held on September 4 at the group’s headquarters in Yongsan, Seoul, Amorepacific unveiled its mid- to long-term vision and strategy to lead the global beauty and wellness industry by 2035. Established on September 5, 1945, the group has consistently pursued innovation under its founding philosophy of contributing to humanity through beauty and health.
Amorepacific has significantly shaped the Korean beauty industry, from launching the first cosmetics research lab in 1954 to introducing home sales systems in 1964 and leading makeup campaigns in 1971. The group has also expanded its footprint in North America and Europe, with overseas sales increasing from 37% in 2021 to 43% last year. Notably, Laneige became a top-three skincare brand at the US beauty retailer Sephora in 2024, and in Europe, brands like Laneige, Innisfree, and COSRX have driven growth, particularly in the UK.
To realize its vision over the next decade, Amorepacific plans to focus on five core strategies: intensifying efforts in global key markets (Everyone Global), enhancing integrated beauty solutions (Holistic), developing anti-aging biotechnology (Ageless), promoting agile organizational innovation (AMORE Spark), and transitioning to AI-based processes (AI First).
The “Everyone Global” strategy will focus on developing products and content tailored to the characteristics of customers in core markets, including Korea, North America, Europe, India, the Middle East, China, and the Asia-Pacific region. The “Holistic” strategy aims to concentrate on luxury anti-aging and derma categories while expanding mass skincare and accelerating global expansion in haircare and makeup.
The “Ageless” strategy will see increased investment in key research areas, such as damage prevention, aging delay, and structural improvement, promoting innovation in next-generation technology to expand beyond skincare into haircare and wellness areas.
Amorepacific also aims to innovate how it operates through AI integration across marketing, R&D, production, logistics, and sales, thereby improving execution speed, accuracy, and overall operational standards. Chairman Suh Kyung-bae reiterated the group’s commitment to ongoing innovation, emphasizing, “Amorepacific has led the growth of Korea’s beauty industry and the globalization of K-beauty over the past 80 years. We will continue to offer ‘New Beauty’ that resonates with customers and transcends time and age globally.”