Amorepacific Chairman Suh Kyung-bae unveiled his blueprint for the beauty conglomerate's next chapter at its 81st anniversary, vowing to rewrite industry benchmarks for global growth under what the company calls "new beauty."
Suh, who has guided Amorepacific through several pivotal transitions, used the milestone to reaffirm his innovation-driven, customer-first approach.
"What has powered Amorepacific across 81 years is our devotion to customers and our willingness to blaze new trails," Suh said at the anniversary event Friday. "Anticipating our customers' needs ahead of everyone else and creating beauty culture that never existed before — that is the essence of the 'new beauty' we're chasing."
He cited an evolving competitive environment as the catalyst for immediate action.
"Digital platforms have upended the retail order, and rivalry has sharpened alongside surging global fascination with Korean culture," Suh said. "We must move fast to meet this moment and shape the products, habits and culture that will define our customers' everyday lives."
Suh's comments extend a framework unveiled at Amorepacific's 80th anniversary, when the company mapped out five pillars: expanding key global markets, deepening integrated beauty offerings, advancing biotech-driven anti-aging research, fostering a more agile organization and pivoting operations around artificial intelligence.
This year, Suh said those pillars have converged into three focused efforts. The company is intensifying its global push, developing beauty solutions that span both inner and outer well-being and reinventing its internal workflows.
Amorepacific intends to branch out from skincare into haircare and broader wellness offerings, focusing on in-house biotechnology to set its products apart from rivals. The company is also moving to deepen its use of artificial intelligence to accelerate execution and boost productivity throughout the organization.
"We must detect changes in our customers before anyone else does, act without delay, and see things through with relentless resolve," Suh said, adding that Amorepacific's 81-year track record should anchor that same spirit in its pursuit of new beauty.
Amorepacific has set a target of 15 trillion won ($11.1 billion) in sales by 2035.
minmin@heraldcorp.com
