Discover AMOREPACIFIC: The Powerhouse Behind Korean Beauty Brands
Amorepacific is the largest and most influential beauty company in South Korea — often referred to as the powerhouse behind the global rise of K-beauty. Founded in 1945 by Suh Sung-Whan, the company began with a single jar of camellia oil and has since grown into a global beauty empire.
The name Amorepacific combines the Latin word “amore” (love) with “Pacific”, symbolizing the brand’s ambition to spread beauty and wellness from Asia to the world.
With a portfolio of iconic brands like Sulwhasoo, Laneige, Innisfree, Hera, and IOPE, Amorepacific blends heritage, innovation, and nature — setting the standard for what Korean beauty means today.
⭐️ Fun Fact: The Amorepacific Headquarters in Yongsan, Seoul, is not only the heart of Korea’s largest beauty empire but also a destination in itself. Known for its stunning architecture and minimalist design by renowned architect David Chipperfield, the building features a public art gallery, stylish cafés, and restaurants inside. If you’re ever in Seoul, consider adding it to your itinerary!
Sulwhasoo
Launched in 1997, Sulwhasoo is Amorepacific’s flagship luxury brand rooted in traditional Korean herbal medicine (Hanbang). It evolved from earlier formulations dating back to the 1960s. The brand blends traditional Korean herbal medicine, especially ginseng, with cutting-edge skincare science.
The name “Sulwhasoo” embodies the brand’s philosophy: “Sul” (雪) means “snow,” symbolizing purity; “Hwa” (花) translates to “flower,” representing beauty; and “Soo” (秀) denotes “exceptional.” Together, they convey the brand’s commitment to delivering exceptional beauty inspired by nature’s purity and vitality.
Rosé (BLACKPINK) has been a prominent global ambassador for Sulwhasoo since 2022, embodying the brand’s elegance and modernity. Her appointment marked a strategic shift from Sulwhasoo’s traditionally mature, 40+ target demographic toward a younger and more global audience — signaling the brand’s evolution into a more contemporary and inclusive luxury beauty label.
Building on that momentum, in February 2025, Girls’ Generation’s Yoona was named a new global ambassador, further reinforcing Sulwhasoo’s appeal among younger consumers and solidifying its image as a timeless yet trend-conscious brand.
Sulwhasoo Yunjo Essence
Sulwhasoo’s flagship product is the Yunjo Essence (also known as the First Care Activating Serum). Designed to be the first step in any skincare routine, it helps activate the skin’s natural functions and delivers a healthy, radiant glow from within.
🛒 Available at: Amazon / Global Amore Pacific Mall
Laneige
Launched in 1994, Laneige (which means “snow” in French) is a global skincare brand known for its focus on hydration and luminous skin. The brand utilizes its signature Advanced Water Science™ technology to deliver deep, long-lasting moisture.
Laneige has been represented by global icons such as Jin (BTS) and actress Sydney Sweeney, helping it reach a younger, trend-aware audience worldwide.
Laneige Lip Sleeping Mask
Laneige’s most iconic product is the Lip Sleeping Mask, a cult-favorite leave-on treatment designed to deeply hydrate and soften lips overnight.
🛒 Available at: Amazon / StyleVana
Innisfree
Launched in 2000, Innisfree is Amorepacific’s first eco-conscious beauty brand, inspired by the clean and rich nature of Jeju Island. The brand emphasizes sustainability and the use of natural ingredients sourced responsibly. In 2023, Innisfree underwent a significant rebranding to rejuvenate its image and better connect with younger, global consumers. The rebranding marked a departure from the brand’s traditional association with Jeju Island, introducing a new conceptual world called “The New Isle,” which embodies a fresh narrative and dynamic energy.
As part of this rebranding effort, Innisfree appointed Jang Wonyoung and Mingyu from SEVENTEEN as brand ambassadors, aiming to resonate more with the younger demographic and reinforce the brand’s renewed identity.
🍄 Fun Fact: Yoona (Girls’ Generation) was actually the face of Innisfree for 11 years! Now that she’s the global ambassador for Sulwhasoo, we might as well call her the princess of the Amorepacific family! 👑
Innisfree Green Tea Seed Hyaluronic Serum
Innisfree is especially known for its Green Tea Seed Serum, is a lightweight, antioxidant-rich serum that hydrates and strengthens the skin barrier using green tea extract and green tea seed oil sourced from Jeju Island.
🛒 Available at: Amazon / Global Amore Pacific Mall
Hera
Introduced in 1995, Hera represents modern Seoul beauty with a focus on high-end skincare and sophisticated makeup. The brand combines luxurious textures with advanced skin science, targeting confident and stylish urban women.
As of 2025, BLACKPINK’s Jennie has been Hera’s brand ambassador for six consecutive years since her appointment in early 2019. Her enduring partnership with the brand highlights her influence in music, fashion, and entertainment, aligning seamlessly with Hera’s sophisticated and modern image.
Hera Black Cushion
Among its most iconic products are the Black Cushion, a premium foundation cushion that delivers a smooth, satin-like finish with ultra-fine particles and a flexible texture. As of 2024, it surpassed an impressive milestone of 10 million units sold — a rare achievement for a single makeup product.
🛒 Available at: Amazon / Global Amore Pacific Mall
Primera
Established in 2012, Primera is a clean beauty brand centered around the power of seed germination. It aims to deliver eco-friendly and high-performing skincare solutions while reducing environmental impact.
Primera currently does not have a designated brand ambassador, instead focusing on customer-participation campaigns and community-based branding efforts.
Primera Miracle Seed Essence
Popular products include the Miracle Seed Essence, packed with nutrients from germinated seeds to help refine skin texture, improve hydration, and boost skin vitality.
🛒 Available at: StyleVana
Mamonde
Launched in 1991, Mamonde draws inspiration from flowers and integrates floral science into its skincare lines. In 2023, Mamonde was rebranded with a renewed vision: “The Power of Hyper Flora.” he brand now positions itself as a high-performance skincare line rooted in floral innovation.
The brand’s identity transformation was also supported by the appointment of aespa’s Winter as its new ambassador. Her confident, self-assured image helped personify Mamonde’s updated persona that resonates with the values and lifestyle of today’s Gen Z consumers.
Mamonde Rose Water Toner
Signature products include the Rose Water Toner, a gentle, vegan-friendly toner formulated with 90.97% Damask rose water, hyaluronic acid, and allantoin to provide deep hydration and soothing care, making it ideal for daily use on sensitive or dry skin.
🛒 Available at: Amazon / YesStyle
IOPE
Founded in 1996, IOPE is known for pioneering bioscience-based skincare. It was one of the first Korean brands to focus on skin diagnostics and ingredient innovation.
Iope Retinol Super Bounce Serum
Hero products include the Retinol Super Bounce Serum, a gentle yet effective anti-aging treatment that helps reduce the appearance of fine lines and wrinkles while improving skin elasticity and texture with minimal irritation.
🛒 Available at: Amazon / Global Amore Pacific Mall
Hanyul
Launched in 2003, Hanyul merges traditional Korean herbal remedies with contemporary skincare research. It sources native Korean ingredients like brown pine needles and rice to create soothing, nourishing formulas.
Hanyul was once represented by Park Eun-bin, the star of “Extraordinary Attorney Woo,” though she seems to be no longer the current ambassador.
Hanyul Pure Artemisia Watery Calming Cream
Top picks include the Pure Artemisia Watery Calming Cream, especially popular among those with sensitive or irritated skin.
🛒 Available at: Amazon / Global Amore Pacific Mall
Aestura
Originating from Pacific Pharmaceutical Co., Aestura is a derma-cosmetic brand focused on skin barrier care. Recommended by dermatologists, it provides clinical-grade formulas for sensitive and compromised skin.
Aestura Atobarrier 365 Cream
Key products include the Atobarrier 365 Cream, which strengthens and protects the skin barrier by replenishing ceramides and lipids.
🛒 Available at: Amazon / Global Amore Pacific Mall
Espoir
Launched in 2000, Espoir is a professional makeup brand that blends high-performance formulas with expressive color palettes. It encourages individuality and creativity through bold yet wearable beauty.
As of 2025, Espoir is represented by Winter of aespa and Mark of NCT, both embodying the brand’s confident, trend-forward identity. (👀 Fun Fact: Winter is currently the face of both Mamonde and Espoir — two Amorepacific brands — making her a true “princess” of the Amorepacific family!)
Espoir Pro Tailor Foundation Be Glow
Fan favorites include the Pro Tailor Foundation Be Glow, loved for its smooth textures and long-lasting coverage.
🛒 Available at: Amazon / StyleVana
Etude
Founded in 1985 and acquired by Amorepacific in 1990, Etude is a youthful and playful makeup brand aimed at teens and young adults. Known for its fun packaging and affordable pricing, it promotes experimentation with color and style.
As of 2025, Etude is represented by the rising K-pop group RIIZE, aligning the brand with a fresh, trendsetting Gen Z image.
Etude Dear Darling Water Gel Tint
Best-selling items include the Dear Darling Water Gel Tint, a lightweight, fruity lip tint known for its vivid color payoff and natural, juicy finish.
🛒 Available at: Amazon
Illiyoon
Introduced in 2007, Illiyoon is Amorepacific’s derma-cosmetic brand designed for sensitive and dry skin. It focuses on reinforcing the skin barrier and delivering long-lasting moisture through hypoallergenic, fragrance-free formulas.
Illiyoon does not have a designated celebrity ambassador, instead positioning itself as a science-backed, family-friendly skincare solution trusted by dermatologists.
Illiyoon Ceramide Ato Lotion
The brand is best known for its Ceramide Ato line, particularly the Ceramide Ato Lotion, which is clinically proven to soothe and protect delicate skin. It is my personal favorite as well! (👆Check out my review post)
🛒 Available at: Amazon / Global Amore Pacific Mall
COSRX
Founded in 2013, COSRX (short for “Cosmetics + RX”) is a science-driven Korean skincare brand known for its minimalist formulas and high-efficacy ingredients. The brand focuses on gentle yet powerful solutions for acne-prone and sensitive skin, earning a loyal global following.
Unlike most other Amorepacific brands, COSRX was not developed in-house. Amorepacific acquired a 93.2% stake in COSRX by 2023, solidifying its full ownership after initially investing in the brand in 2021 to support global expansion.
COSRX previously appointed K-pop soloist Jeon Somi as its global ambassador in 2022, helping to raise international awareness of the brand.
COSRX Advanced Snail 96 Mucin Power Essence
Hero products include the Advanced Snail 96 Mucin Power Essence, which helps hydrate, repair, and smooth the skin with 96% snail mucin, known for its ability to support skin regeneration and improve elasticity.
🛒 Available at: Amazon / YesStyle
Amorepacific’s portfolio includes many more brands beyond the ones featured here — a testament to its status as Korea’s leading beauty powerhouse. I hope this overview helped you get to know each brand a little better. And just by looking at their best-selling products, you can see why these names are often synonymous with K-beauty itself. If any caught your eye, consider giving them a try!
If you enjoyed or found this post helpful, feel free to leave a comment — and stay tuned for the next one! 👋
This post is not sponsored and is based solely on my personal reserach and experience. However, it does contain affiliate links. If you purchase a product through these links, I may earn a small commission at no additional cost to you. Thank you for your support!
