BEAUTY OF WISDOM
AMOREPACIFIC GROUP’S COMMITMENT TO POWERFUL NATURAL INGREDIENTS AND ASIAN BEAUTY CONCEPTS OF HEALTH, BALANCE, WELLBEING AND HARMONY ARE MATCHED BY ITS DEDICATION TO INNOVATION
Korea’s oldest and largest cosmetics company, Amorepacific Group takes a holistic approach to skincare by combining traditional ingredients and cutting-edge technology..
More than 70 years since Amorepacific Group founder Suh Sungwhan transformed his mother’s dream into a thriving business, the company has become Korea’s largest beauty company. With a focus on constant innovation, traditional ingredients and Asian wisdom, it creates quality products that deliver intense care for the skin and now, three of its sought-after brands are available in Australia.
Sungwhan knew the importance of quality ingredients from an early age. As a young boy living in the small Korean village of Gaeseong in the 1930s, he would embark on a 70-kilometre bicycle trip to source the best camellia seeds for his mother’s prized beauty products, which she blended in her kitchen. As her business grew, Sungwhan founded Amorepacific Group, which relentlessly searched for quality ingredients, technological expertise and customer trust.
Sungwhan realised his country’s green tea culture had all but disappeared, so in the 1970s he began cultivating tracts of land in Korea’s Jeju province to grow the plants in the region’s rich soil. Today, the plantation produces some of Korea’s most in-demand green tea, which is also Amorepacific Group’s star ingredient and most valuable asset.
Amorepacific Group, which launched the first ever green tea-based cosmetics brand, Meero, in 1989, spent 15 years researching and developing new varieties of green tea to offer health and beauty benefits. The result is the Jangwon No. 2 and No. 3 varieties, which are rich in amino acids and catechins to maximise the natural skin benefits. These varieties are now used in a wide range of Amorepacific Group’s products.
As well as nourishing green tea, Amorepacific Group also harnesses the health and healing powers of ginseng, soy beans and camellia. These ingredients are harvested from Korean farms and then, through research and development, Amorepacific Group transforms them into nutrient-rich products for the skin.
Amorepacific Group opened its first research lab in 1954 and now has research hubs all over the globe, turning natural Asian ingredients into innovative products that sit at the forefront of the global beauty market – an incredible feat Sungwhan’s mother couldn’t have dreamt of in her kitchen all those years ago.
Amorepacific Group last year launched three of its brands in Australia; Amorepacific, Laneige and Innisfree. The luxurious range of botanically inspired Amorepacific Group products is stocked at Mecca. Laneige products are available at Sephora, and there are five Innisfree stores in Sydney and Melbourne, with a Sydney flagship openining soon.