Madam Yun Dong-jeok , mother of AmorePacific’s founder, believed in the beauty of women.Ever a pursuer of the classical look of the Korean woman with her lustrous hair parted exactly in the middle,Madam Yun created the best camellia extract oil. Her dream of helping people discover their most beautiful selfthus marked the beginning of AmorePacific.

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founder of the company, named his incipient firm Taepyeongyang, which means “Pacific” in Korean, with the goal of reaching out to the world beyond the largest ocean and helping humankind around the world achieve their dreams of beauty and health.

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With Korea’s first-ever pomade made exclusively of botanical ingredients and boasting exceptional fragrance and packaging design, the company ushered in a new era of brand cosmetics.

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AmorePacific was also the first cosmetic company in Korea to run its own research center.Founder and Chairman Seo Sung-whan valued quality above all else.It is this dedication and passion that has led AmorePacific’s path from the dim small factory of its beginning to the world-class cosmetic innovator it is today, complete with Mizium, the main R&D center and cradle of AmorePacific’s creativity and innovation.

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AmorePacific strove to find the best and most effective ways to bring beauty into customers’ lives.In door-to-door sales, the company found a way to personally meet up with each customer,talk with her about beauty in person, and look for ways to make her more beautiful.

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“O, My Love!” was the name of the first public makeup advertising campaign that AmorePacific launched in Korea, adding color and vitality to the faces of Korean women and introducing makeup products onto their dressers.

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Having spent two decades after relocating to Yongsan and becoming the new star of the Korean cosmetic industry, AmorePacific opened the doors of its new company building in July 1976. The durability and height of the new building seemed to symbolize the company’s aspirations for future expansion and growth.

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at Myeong-dong, AmorePacific opened Amore First Avenue, a center specifically designed to provide high-end and specialized skin and makeup care for visiting customers.

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No longer daunted by the high entry barrier presented by the world market, AmorePacific decided to follow its destiny of being a pioneer and made a brash entrance by setting up a local company and factory in France, the capital of the international cosmetic industry. From then on, AmorePacific began to pursue globalization with continuous localization strategies.

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Putting customers first, never compromising on quality, and respecting nature—these had been the guiding values of AmorePacific since its inception, and were incorporated into the limitless warranty principle that the company declared.

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Having embarked upon the project of tending to a tea field with the ambition of restoring a lost part of Korea’s traditional tea culture, AmorePacific finally went on to open O’sulloc Team Museum, the first tea museum of its kind in Korea. The establishment of the tea museum represents AmorePacific’s belief that beauty is not limited to only that found in the outside.

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Having set innumerable records as the first and the best of so many things in Korea and worldwide, AmorePacific converted its structure into a holding company system, thus taking a new leap forward to becoming a global provider of comprehensive beauty and healthy solutions for customers worldwide.

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AmorePacific began a public discussion on its core mission in realizing genuine beauty and contributing to the health and beauty of humankind. The declaration provides a milestone and guideline for Asian Beauty Creators working all around the globe.

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Having spent the past six decades at Yongsan since 1956, AmorePacific relocated its headquarters to the Signature Tower at Jongno in 2013, thus making a new strategic forward base leading into a greater and brighter future.