Record Sales for a Domestic Cosmetics Brand Company
Linked with Distribution Channels such as Naver and Kakao
Amorepacific announced on the 22nd that it has surpassed 100 billion KRW in live commerce sales, becoming the first cosmetics brand company to achieve this milestone. The cumulative number of live broadcasts has reached 5,000.
Amorepacific announced on the 22nd that it has surpassed 100 billion KRW in live commerce sales, becoming the first cosmetics brand company to achieve this milestone. Photo by Amorepacific.
Since launching its first Hera live broadcast in April 2020, Amorepacific has established a dedicated live commerce team and an exclusive studio within its headquarters, focusing on strengthening its live commerce capabilities. By internalizing equipment, technology, and specialized personnel, the company has built a structure that enables it to independently manage the entire live commerce process without relying on external resources.
In 2023, Amorepacific became the first domestic beauty brand company to introduce a dedicated live shopping space, the "Live Tab," on its own e-commerce platform, Amoremall. This feature allows users to view live broadcasts, access past broadcasts, and check the broadcast schedule at a glance. Leveraging this greatly enhanced convenience, the number of viewers in the first year after the Live Tab launch increased by approximately 300%. Since then, the company has continued to grow by over 100% each year, and this year alone, achieved 10 billion KRW in sales through Amoremall live broadcasts. During the "2025 Summer Amore Sale Festa" held last month on Amoremall, the company set a record by achieving 3 billion KRW in sales through a relay of live broadcasts.
Such achievements were also driven by a customer-centric content strategy. Amorepacific strengthened its collaborative framework by conducting live broadcasts in partnership with various distribution channels, including Naver, Kakao, GS SHOP, Lotte Home Shopping, and CJ OnStyle. Additionally, the company planned broadcasts optimized for each channel by proactively providing loyal brand customers with purchase tips and product information aligned with new product launch schedules.
The company is also introducing various beauty-specialized programs that leverage the advantages of live commerce. By launching planned programs such as "Shall We Buy Together?", a group-buying format recommended by beauty expert show hosts, Amorepacific has built a fan base for its exclusive show hosts and expanded customer touchpoints.
Kim Kyungyeon, Executive Vice President of Amorepacific's e-commerce division, stated, "We are striving to meet a wide range of customer needs by communicating with them in real time through live commerce," adding, "Going forward, we will focus on enhancing our live commerce competitiveness by incorporating AI-powered content."
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