In the current beauty zeitgeist, the influence of K-beauty is undeniably exciting. Although it’s only recently taken hold Stateside, what we view as trends have been part of Korean beauty culture for centuries, and you’d be hard-pressed to delve very far into the topic of K-beauty without discovering Amorepacific. The Seoul-based company owns more than two dozen of the most well-known K-beauty brands (Laneige, Sulwhasoo, Primera, and Innisfree among them) and has consistently rolled out products that land on our Best of Beauty Awards list, year after year. One factor that has enabled this K-beauty giant to reign supreme is an unwavering commitment to its original ethos, established back in 1945: products infused with naturally-derived ingredients, formulated based on the latest scientific research.
“We believe good products come from good ingredients and that you don’t have to look much further than nature to find the best beauty solutions,” says Mark Choo, research director at Amorepacific U.S. “We cannot be separated from nature, and with technological development will come greater understanding of nature’s benefits.” The company is especially devoted to studying natural ingredients found in Asia, such as green tea and ginseng, as well as fruits and flowers like hibiscus, which are native to Korea. “We call these our heritage ingredients,” Choo explains, “because our ancestors created a rich knowledge base around these ingredients for centuries.”