Seo Kyung-bae, Chairman of Amorepacific Group, emphasized the company's commitment to presenting new beauty standards to customers worldwide through its 'New Beauty' vision.
According to Amorepacific Group, Seo made these remarks during the company's 81st anniversary celebration held on September 4 at its headquarters in Yongsan, Seoul. He stated, "The driving force behind Amorepacific's 81-year history has been our customer-centric approach and pioneering spirit."
Seo added, "Our pursuit of New Beauty involves anticipating customer changes, exploring new areas, and creating unprecedented beauty cultures."
He noted that the retail landscape has been reshaped around digital and platform strategies, leading to intensified competition and rapid changes fueled by the growing interest in K-culture. He urged, "Let us swiftly execute tasks that align with the times and lead the creation of new products, routines, and cultures that transform customers' daily lives."
Last year, Amorepacific celebrated its 80th anniversary by announcing the 'Create New Beauty' vision, which includes five strategic initiatives: focusing on key global markets, enhancing integrated beauty solutions, developing bio-technology-based anti-aging products, fostering agile organizational innovation, and transitioning to AI-driven operations.
This year, the company is accelerating its global market challenges and promoting beauty creation that encompasses both internal and external aspects, as part of its core objectives to realize the New Beauty vision.
In particular, Amorepacific plans to expand its business scope from skincare to haircare and overall wellness, building its unique bio-beauty competitiveness based on a 'Holistic Longevity' technology vision. Additionally, the company aims to enhance execution speed and productivity across its operations through AI transformation.
Seo emphasized, "We must read customer changes faster than anyone else, execute swiftly, and persistently fulfill our commitments. Let us create our own New Beauty with the customer-centric and pioneering spirit that has defined us for 81 years and move forward with strength toward the world."
The anniversary celebration was broadcast live online in Korean, English, and Chinese to global subsidiaries. The event featured a keynote address by Chairman Seo and a ceremony honoring 655 long-serving employees, hosted by the AI show host 'Ara.'
Founded in 1945, Amorepacific Group is accelerating its vision to achieve 15 trillion won in sales by 2035 and to become a leading global beauty and wellness company.
Additionally, as the Chairman of the Korea Cosmetic Association, Seo expressed during a speech at the '2026 Cosmetics Day' ceremony held at the Plaza Hotel in Jung-gu, Seoul, "I will do my utmost, along with industry colleagues, to ensure that K-beauty continues to make significant strides in the global market and leads the beauty industry worldwide."
* This article has been translated by AI.
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