Amorepacific celebrates its 77th anniversary.

It has also been 90 years since our company first embarked upon its journey in cosmetics starting with camellia hair oil.

Behind the love and adoration our company has received from our customers, there lies the dedication and effort of all current and former members of Amorepacific.
I would like to take this opportunity to express my deepest appreciation.

I especially would like to send my words of congratulations and encouragement to our long-term employees who have stood by us and shared the dreams of the company for a long time.


Members of Amorepacific,

We have always dreamt of a different dream.
Even in times when badly made cosmetics were rampant in the market, we insisted upon using the best material and delivering the best quality. And when others were discouraged and said that it will be difficult for our products to shine in the global market, we stood by our path towards the global market.

It was all possible because we never forgot our entrepreneurship spirit of ‘contributing to humanity through beauty and health.’
Our sincerity and faith in the power of beauty was the strength behind our dedication that helped us overcome any limitation and challenge and ultimately continue to grow.

Times change. Challenges always lie ahead.
When we look back on our company’s history, we did not lose our course when we upheld one fundamental principle.
That is ‘Customers First.’

We must deeply understand who our customers are.
The basis of all values must root in ‘customers’
and we must mobilize our ‘creativity,’ ‘dynamism,’ and ‘flexibility’ to the fullest
to redefine and rebalance our business.

A sea of infinite potential that transcends the boundaries of nations and regions unfold in front of us.
The world is ever-more connected through digital channels, influencing each other in real time, while the trend of ‘Koreanness’ and K-culture is receiving much love from people around the world.

We must redefine our markets in not only Korea and China, but also North America, Japan, ASEAN, and Europe
and help our global customers build the lives they want through our brands
to become a true Brand Company.

With a clear philosophy based on the spirit of times and definite product benefits, we must make our brands and products more high quality and differentiated.
Let us leverage digital and data technology to reach each and every individual customer.
Let us listen closely to the stories of our customers, communicate through their language
and ensure our own unique content competitiveness to build a global community.


My proud members of ‘Team AMORE’,

We come together to achieve ‘We make A MORE beautiful world’
and therefore, we must rethink about the role and existence of ourselves on how to contribute to the new world.

Beauty is a ‘small piece of happiness’ we can all enjoy in our everyday lives.
By responding to unpredictable uncertainty, customers are finding the answer to happiness in ‘themselves.’
This is why we propose the spirit of ‘New Beauty’ to the world.

To this end, we must expand our perspective to across the entire ‘Life’ of our customers, their 24-hour day.
We must effectively use ‘Digital’ and data technology to reach our customers more closely than anyone else.
And we must build a new future of beauty that can ‘Empathize’ with the challenges our customers and the world face.

We may wander when we go at it alone, but we will strive when we go together.
The company will build a culture of ‘Team AMORE’ that encourages us to trust each other and collaborate beyond boundaries.
And because you are the ones who will build the future of Amorepacific,
we will have the opportunity to plan and contemplate on our future with all members.


My beloved members of ‘Team AMORE’,

The future doesn’t just come. The future is where we move towards together in concerted effort.
Creating beauty and health is what we at Amorepacific love best and is something we can do better than anyone.

Today, as we commemorate the past journey we’ve embarked on since establishment,
let us reaffirm the small but amazing potential of beauty
as I share with you a quote by Charles Darwin that I keep close to my heart.

“From so simple a beginning
endless forms most beautiful and most wonderful
have been, and are being evolved.”

I am sure that our big and small efforts will come together
to make our world evolve into a more beautiful place.
And we will soon celebrate the day of our accomplishment of New Beauty that has helped our customers, the world, and all of us grow.

Thank you.