Amorepacific
Seoul beauty conglomerate founded in 1945, parent to several of the brands that defined K-beauty abroad.
Amorepacific traces back to 1945 and grew into one of the largest beauty groups in the world, with a portfolio spanning mass-market to luxury and a research operation that has produced several genuinely novel formats.
The cushion compact
Its cushion compact — foundation held in a sponge and applied with a puff — is the clearest example of Korean product innovation being adopted wholesale by the global industry. Nearly every major cosmetics house now sells a version.
Why the group matters at KCON
Korean beauty at a culture convention is not an adjacent category, it is a headline one. Group-owned brands run some of the largest and best-staffed activations on that floor, and set the standard the rest of the hall is measured against.
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KCON turns booths into queues
Beauty and food brands treat this floor as an experience-design brief, not a sales counter.