Amorepacific's Slogans & Taglines

Amorepacific Corporation is a South Korean beauty and cosmetics chaebol that has shaped the global K-beauty revolution from its origins in post-war Seoul. Founded on September 5, 1945, by Suh Sungwhan, the company began with a founding philosophy to "contribute to humanity through beauty and health." From these humble beginnings, it grew into a family-run empire operating over 30 beauty, personal care, and health brands. Landmark innovations include opening Korea's first cosmetics research lab in 1954, pioneering the world's first functional cosmetics with ginseng and green tea, and creating the cushion foundation—a product that became a global symbol of K-beauty ingenuity. Its portfolio spans iconic names like Sulwhasoo, Laneige, Innisfree, Mamonde, and Etude House, each catering to distinct beauty needs across generations. In 2025, marking its 80th anniversary, the group unveiled the new vision slogan "Create New Beauty," aiming to rank among the global top three in premium skincare and achieve 70% overseas sales by 2035. Today, with a presence in nearly 150 countries, Amorepacific remains a symbol of Korean beauty excellence, botanical innovation, and the enduring belief that beauty, when rooted in science and nature, can transform lives worldwide.