Amorepacific has transformed its Yongsan headquarters in Seoul into a multi-functional beauty platform called 'Amore Yongsan', which goes beyond a flagship store to serve as a living laboratory for the future of beauty. For overseas buyers and distributors, this signals a shift toward hyper-personalized, tech-integrated retail models that could redefine B2B supply-chain demands for custom formulations, AI diagnostics, and consumer co-creation.
What Amore Yongsan offers
Amore Yongsan, which reopened in April 2025 under the concept 'House of New Beauty', combines a showroom, customized services, research spaces, and customer participation programs. It is designed to let consumers directly engage in skin diagnostics, product customization, fragrance development, and new product testing. This model moves away from traditional retail by turning shoppers into active participants in R&D.
Strategic alignment with Amorepacific’s 2035 goals
Chairman Suh Kyung-bae has outlined five strategic pillars for 2035: Everyone Global, Holistic, Ageless, AMORE Spark, and AI First. Amore Yongsan embodies these by offering holistic beauty solutions, bio-based anti-aging research, and AI-driven personalization. The goal is to build an integrated beauty ecosystem that combines technology, research, and customer experience, targeting 15 trillion won in revenue by 2035.
Key personalized services on display
Services include Hera’s 'Custom Match' AI-based skin-tone diagnosis and on-site foundation customization, Labo-H’s scalp analysis and product recommendations, and Mise-en-Scène’s bespoke hair serum with 45 possible combinations. The 'My Skin Future' AI service analyzes current skin condition and predicts future changes based on lifestyle habits. These offerings highlight the hyper-personalization trend that could influence OEM/ODM demand for flexible, small-batch production.
R&D meets consumer touchpoints
Amore Yongsan features a 'Fragrance Lab' where visitors observe fragrance development, and an 'Amore Beauty Lab' for consumer testing and sensory research. This integration of R&D into retail allows Amorepacific to gather real-time consumer feedback, potentially shortening product development cycles. For B2B partners, this suggests a growing need for agile manufacturing and co-development capabilities.
Global readiness and channel signals
The space is equipped with multilingual guides, global payment systems, instant tax refunds, and curated product zones tailored to international preferences. This aligns with Amorepacific’s 'Everyone Global' strategy to raise overseas sales from 43% in 2024 to 70% by 2035. For importers and distributors, this indicates a push for globally standardized yet locally adaptable product lines.
What buyers should watch
Amore Yongsan serves as a testbed for consumer co-creation and AI-driven personalization. Overseas buyers should monitor how these services translate into scalable product SKUs and packaging formats. The emphasis on holistic wellness and device integration may also open opportunities for suppliers of diagnostic tools, custom blending equipment, and sustainable packaging for personalized batches.
Sourcing context
Amorepacific has a history of innovation, including the world’s first cushion foundation. The company’s R&D DNA, dating back to 1954, now extends directly to consumer touchpoints. For B2B partners, this reinforces the importance of investing in flexible manufacturing lines and AI-based quality control to meet the demands of hyper-personalized beauty supply chains.
Source: Read the original report | Published: May 30, 2026