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A Company Creating
a Culture of Beauty

A Company Creating a Culture of Beauty

Amorepacific aims to create a culture of beauty and share across the world our original beauty to enable people to identify and discover their own natural beauty and become more beautiful. This creative pursuit was named Asian Beauty, which became our own distinctive identity. To this day, Amorepacific continues to delve into and study beauty, writing history in creating a culture of beauty.

Creating Beauty Culture

“The First Issue of Hwajanggye, A Magazine for Your Dream and Beauty”

In August 1958, customers who visited cosmetics stores were given a book as a gift. It was the first issue of Hwajanggye, Korea’s first company publication and beauty magazine. It was an attempt to spread the values of beauty and beauty information to enable customers to discover and deepen their own unique beauty. Hwajanggye was a huge gift to women who pursued beauty. The magazine was a publication distributed for free, but women who couldn’t find one would even pay for the magazine at a used bookstore.

HyangJang, which was published in 1972, was indeed a magazine that provided information on culture. It contained information on beauty, of course, but also published a series of novels written by Korea’s greatest literary figures. It also invited women’s literature submissions. HyangJang is now available digitally and issued its 600th edition in September 2018.

Korea’s first makeup campaign, ‘Oh, My Love,’ in 1971 also fulfilled people’s longing desire towards beauty. The campaign was an event to promote makeup products, but at that time many people did not know how to use makeup products. And Korea’s first makeup show with a celebrity at a hotel especially became a huge issue.

How it manifests differ over time, but people’s desire to become beautiful inside and outside does not change. From the 1950s when people did not know about beauty treatment and to this day, Amorepacific continues to spread the culture of beauty, communicating with customers through various methods.

Korea’s first makeup campaign, ‘Oh, My Love,’ in 1971 also fulfilled people’s longing desire towards beauty. The campaign was an event to promote makeup products, but at that time many people did not know how to use makeup products. And Korea’s first makeup show with a celebrity at a hotel especially became a huge issue.

How it manifests differ over time, but people’s desire to become beautiful inside and outside does not change. From the 1950s when people did not know about beauty treatment and to this day, Amorepacific continues to spread the culture of beauty, communicating with customers through various methods.

Blossoming the Potential
of What is Ours

I have this one vivid memory I cannot forget. I was sampling ginseng at a field at dawn still quite dark when a farmer offered me a cup of hot coffee. I don’t think I will ever be able to forget the taste of that coffee.

Oriental medicine cosmetics began from the belief of Amorepacific founder who was committed to creating a renowned cosmetics product with ingredients grown in our land. Korean ginseng was considered the best ingredient not only in Kaesong, the founder’s hometown, but also in the world. Founder Jangwon Suh Sungwhan’s pride in ginseng led to the birth of the world’s first oriental medicine cosmetics and continued for 50 years to this day.

Amorepacific planted the seeds of oriental medicine cosmetics with Ginseng Cream in 1966 and Ginseng Sammi, the world’s first cosmetic made using ginseng saponin, in 1973. And its efforts blossomed into Sulwha in 1987, followed by Sulwhasoo in 1997. Researchers discovered various medicinal herbs, including ginseng, from the wild across Korea and identified skin benefits, and furthered research into diversifying ingredients by converging different technologies.

The success in oriental medicine cosmetics led to an interest and passion for other Korean ingredients. One of such ingredients was the soybean, indigenous to Korea. Soybean is a well-known ingredient, easily accessible through food. But the diversity and excellence of soybean was not well-known. Since 2003,
Amorepacific has studied the outstanding effects and benefits of the soybean by identifying varieties with amazing skin benefits and conducting research on ways to produce in large quantities out of the 17,000 native varieties on the Korean Peninsula and by developing new varieties. The benefits of the soybean are delivered to customers through our brands Innisfree, Hanyul, and Primera.

The success in oriental medicine cosmetics led to an interest and passion for other Korean ingredients. One of such ingredients was the soybean, indigenous to Korea. Soybean is a well-known ingredient, easily accessible through food. But the diversity and excellence of soybean was not well-known. Since 2003,
Amorepacific has studied the outstanding effects and benefits of the soybean by identifying varieties with amazing skin benefits and conducting research on ways to produce in large quantities out of the 17,000 native varieties on the Korean Peninsula and by developing new varieties. The benefits of the soybean are delivered to customers through our brands Innisfree, Hanyul, and Primera.

Creating Our Tea Culture
Through Beautiful Commitment

This business is a cultural business. If and when this business succeeds, our company, Pacific, will become a company beloved by all citizens in Korea. Please support me in my pursuit of this business.

Osulloc celebrates its 40th anniversary this year. It was because of Amorepacific’s commitment that a green tea brand continued and thrived for a long time in a country without an inherent tea culture.

Founder Jangwon Suh Sungwhan, who enjoyed green tea that held pure energy in its warmth, wished to bring back our inherent tea culture that was passed on and continued from the Silla period. It takes a long time to gain results in actual harvest after setting up tea fields. Moreover, the land designated for tea fields in Jeju was abandoned and considered one of three remote lands. It would have been impossible for Jeju’s wasteland to be reborn as the now green and beautiful fields of Seogwang Tea Garden, Dosun Tea Garden, and Hannam Tea Garden without strong determination and a sense of mission. Amorepacific cultivated the tea fields and created Osulloc despite the many challenges and misperceptions.

Efforts in further developing the green tea business into a cultural business continue to this day. Starting with the opening of the Pacific Museum of Tea Culture in 1981, Amorepacific published the first issue of Weekly Tea News in 1981, issued Taepyeongyang Sulloccha in 1983, and held an ‘International Green Tea Symposium’ in 1989. And now, green tea has become part of our culture in our lives with the Osulloc Tea Museum that opened in 2001 and the Osulloc Teastone that opened in 2013.

Efforts in further developing the green tea business into a cultural business continue to this day. Starting with the opening of the Pacific Museum of Tea Culture in 1981, Amorepacific published the first issue of Weekly Tea News in 1981, issued Taepyeongyang Sulloccha in 1983, and held an ‘International Green Tea Symposium’ in 1989. And now, green tea has become part of our culture in our lives with the Osulloc Tea Museum that opened in 2001 and the Osulloc Teastone that opened in 2013.

Asian Beauty Creator,
Defining Our Identity

I wish to have Amorepacific remembered as ‘Asian Beauty Creator’ by the world. It will become a company that delivers the essence of beauty embraced in Asian culture to customers across the world.

In 2006, Amorepacific declared a new vocation of becoming ‘Asian Beauty Creator’. The term Asian Beauty Creator was used since 2006, but its spirit was our originality already incorporated in ourselves, in the way we work and in our products since the foundation of the company. Amorepacific had already created a culture as Asian Beauty Creator from the very moment the founder looked out at the Pacific and dreamed of the world. Our focus on Harmony of Contrast, our pursuit of balance between inner and outer beauty, and our heart that values nature demonstrates that very spirit.

We have continued to develop first-ever products and products that reflect our uniqueness by adding our own insights to the ingredients found in our nature. The world’s first green tea cosmetics, Meero(1989), has led to Amorepacific and Innisfree. Sharing beauty far and wide with customers and creating a new culture also continues. The innovativeness that led Korea’s beauty culture through the country’s first makeup campaign is still alive in our various brand campaigns, such as the recent Laneige Beauty Road. As such, our identity as Asian Beauty Creator is our past and our present, as well as our unique identity that we must continue to protect and blossom in the future.

We have continued to develop first-ever products and products that reflect our uniqueness by adding our own insights to the ingredients found in our nature. The world’s first green tea cosmetics, Meero(1989), has led to Amorepacific and Innisfree. Sharing beauty far and wide with customers and creating a new culture also continues. The innovativeness that led Korea’s beauty culture through the country’s first makeup campaign is still alive in our various brand campaigns, such as the recent Laneige Beauty Road. As such, our identity as Asian Beauty Creator is our past and our present, as well as our unique identity that we must continue to protect and blossom in the future.