Company marks 81st founding anniversary on Friday

Amorepacific Group Chairman Suh Kyung-bae delivers a commemorative address at the company's 81st founding anniversary ceremony. [Amorepacific Group]
Amorepacific Group Chairman Suh Kyung-bae delivers a commemorative address at the company's 81st founding anniversary ceremony. [Amorepacific Group]

Amorepacific Group Chairman Suh Kyung-bae called on the company to "become a company that sets new standards of beauty for customers around the world," reaffirming his commitment to global growth through the group's "New Beauty" vision.

Amorepacific Group held its 81st founding anniversary ceremony Friday, where the commemorative address was accompanied by a celebration honoring 655 long-serving employees.

"The force that has driven Amorepacific's 81-year history is a customer-first mindset and a pioneering spirit," Suh said. "Reading the changes in our customers before anyone else, opening up new frontiers, and creating beauty cultures that have never existed before — that is the path of 'New Beauty' we pursue."

Since its founding in 1945, Amorepacific Group has led the growth and transformation of K-beauty by breaking new ground across research and development, products, retail and customer experience. Suh said the retail landscape has been reshaped around digital platforms and competition has intensified alongside surging global interest in K-culture, adding that the pace of change has accelerated. "We must swiftly execute the tasks that the times demand and lead the way in new products, routines and cultures that transform customers' everyday lives," he said.

Last year, marking its 80th anniversary, the group unveiled its "Create New Beauty" vision and established five strategic priorities: concentrating on key global markets (Everyone Global), strengthening integrated beauty solutions (Holistic), developing biotech-based anti-aging capabilities (Ageless), driving agile organizational innovation (AMORE Spark), and transforming work through AI (AI First).

This year, building on those five priorities, the group is pursuing three core initiatives to realize the "New Beauty" vision: accelerating its push into global markets, creating beauty that encompasses both inner and outer well-being, and innovating the way it works. Under its "Holistic Longevity" technology vision, the group plans to expand beyond skincare into hair care and overall wellness, while building a proprietary biotech beauty edge to deliver differentiated solutions.

Suh closed by urging employees to "read the changes in our customers faster than anyone, execute quickly, and follow through with tenacity." He added: "With the customer-first mindset and pioneering spirit that have carried us through 81 years, let us forge our own 'New Beauty' and advance toward the world."


siuu@heraldcorp.com