Chairman Suh Kyung-bae of AmorePacific.

Amorepacific Corp. will establish an overseas subsidiary to build a new production facility at an industrial complex in Nusajaya, Johor, Malaysia in order to meet the ever-increasing demand for its products in the ASEAN market.

At this stage, Amorepacific is in the process of purchasing land and aims to inaugurate the new production facility in 2020. With close proximity to Singapore, the industrial area in Nusajaya, Johor, Malaysia also closely neighbors Asia’s largest economies and is at the center of trade routes.

The new production site is the company’s third outside of Korea, following France (Chartres) and China (Shanghai). With added production capacity, Amorepacific will accelerate its business in the ASEAN region.

Sulwhasoo, Amorepacific’s holistic beauty brand which delivers “The beauty of harmony and balance inspired by Asian philosophy and wisdom,” celebrated the launch of its 100th store in a luxury shopping mall Taikoo Li in Chengdu, China on Oct. 25, 2016. The opening of 100th store reconfirms Sulwhasoo’s unique presence as a beauty brand in China, one of the most attractive markets in the global beauty industry. 

The 100th store is Sulwhasoo’s first free-standing store at a stand-alone location in China. Taikoo Li is a luxury shopping mall in an upscale shopping district in Cheungdu, serving as the center of retail and fashion trends. Sulwhasoo’s 100th store will play a pivotal role in fulfilling the brand’s mission of “Conveying Asian beauty.” The new store comprises of a “Brand zone,” “Luxury zone,” “Gift service zone” as well as a “Spa cabin.” 

To deliver Sulwhasoo’s distinctive value of holistic beauty to Chinese customers, the new store will offer enhanced VIP services, including offering 100th store-exclusive products such as essential balms and scented sachets, as well as special gift-wrapping services.

Since its expansion to China in March 2011, Sulwhasoo has rapidly won the hearts of Chinese customers as a luxury beauty brand based on Korean traditional medicinal ingredients. Sulwhasoo achieved top-line growth of more than 100 percent in 2015, surpassing the average Chinese beauty market growth of 8 percent. Sulwhasoo continues to report annual top-line growth of more than 80 percent year to date, opening in Beijing’s landmark shopping mall Shin Kong Place as well as other premium department stores in major cities such as Shanghai.

Outside of China, Sulwhasoo continues to maintain balanced growth across ASEAN and in the U.S., thus cementing its presence as a global beauty brand. Marking the 50th anniversary of the brand’s origin, ABC Ginseng Cream launched in 1966, Sulwhasoo remains committed to its mission of globally promoting Asian beauty. Sulwhasoo is set to make a bigger leap for global expansion and aims to establish itself as the top beauty brand in Asia by 2020.

For thousands of years, Asian cultures have held the closely guarded secrets to timeless beauty. Steeped in the rich traditions of using natural raw ingredients and carefully calibrated regimens, Asian Beauty has intrigued and fascinated people.

“Our story begins in the verdant habitats of Korea, a natural beauty lab for centuries,” according to the company. “It was in these fertile lands that Yun Dokjeong dreamed of making a beauty product that would gracefully connect her customer with nature. She created an artisanal, hand-pressed hair oil made from camellia nuts.” 

In 1945, nearly 10 years after Yun introduced her oil, her son founded Amorepacific, a company that grew from the seeds she planted. 

Now a global beauty brand, blooming not only in Korea but also in China, the United States, and the rest of the world, Amorepacific strives to share the legacy of Asian Beauty with all of humanity.

 View of AmorePacific’s cosmetics plant in Shanghai, China.(Photos: AmorePacific)