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Amorepacific
Amorepacific Business Model Canvas: Download the Ready-to-Use Strategic Playbook
Unlock the full strategic blueprint behind Amorepacific’s business model—this concise Business Model Canvas maps its value propositions, customer segments, key partnerships, and revenue engines to reveal how the company scales, innovates, and defends market share; download the full Word/Excel canvas for a ready-to-use, section-by-section playbook ideal for investors, consultants, and founders seeking actionable insights.
Partnerships
Global Multi-Brand Retailers
Amorepacific partners with global multi-brand retailers such as Sephora and Ulta to scale Laneige and Innisfree across North America and Europe, tapping into Sephora’s ~2,600 stores and Ulta’s ~1,350 stores (2025) to reach millions of new customers.
Research and Academic Institutions
Collaborations with Seoul National University, Yonsei University and dermatology centers drive Amorepacific’s skin‑science edge, funding 12+ joint studies since 2020 and helping validate the Ginsenomics platform (12 clinical trials, 3 peer‑reviewed papers through 2024). These partnerships supply external scientists and clinical data that underpin product claims and support R&D spend (KRW 262b in 2024) with measurable efficacy evidence.
Digital and E-commerce Platforms
Strategic ties with global platforms like Amazon, Shopee, and Tmall drive Amorepacific’s online sales and regional logistics, with marketplace channels accounting for ~38% of its 2024 e-commerce revenue (≈KRW 420 billion). These partners supply granular consumer data and ad tools that boost conversion rates by ~15% and, in 2025, focus on embedding AI-driven skin analysis into interfaces to increase basket size and personalization.
Supply Chain and Raw Material Providers
Amorepacific secures Jeju green tea and Korean ginseng via long-term contracts with specialized suppliers, supporting product authenticity and driving 2024 ingredient spend ~KRW 120 billion (~$90M) to protect supply and quality.
These partnerships enforce sustainability and ethical sourcing standards, and co-develop eco-packaging; 2024 targets cut plastic use 30% and aim for 60% recycled material by 2026.
- Long-term contracts for key ingredients
- 2024 ingredient spend ~KRW 120B (~$90M)
- 30% plastic reduction target (2024 baseline)
- 60% recycled packaging target by 2026
Strategic Acquisitions and Brand Partners
- Gen Z-focused acquisition: COSRX (2021)
- Group overseas sales +14% in 2024 to KRW 1.2 trillion
- Preserved autonomy → sustained brand loyalty
- Faster niche entry vs building in-house
Amorepacific scales global retail, boosts marketplace sales, invests in R&D & sustainable packaging
Amorepacific scales via retail partners (Sephora ~2,600, Ulta ~1,350 stores in 2025), marketplaces (38% of 2024 e‑commerce ≈KRW420B) and research ties (12+ studies since 2020; 12 clinical trials for Ginsenomics through 2024), secures ingredients (KRW120B in 2024) and ESG co-development (30% plastic cut baseline 2024; 60% recycled by 2026).
| Metric | Value |
|---|---|
| Sephora stores (2025) | ~2,600 |
| Ulta stores (2025) | ~1,350 |
| E‑commerce via marketplaces (2024) | 38% ≈KRW420B |
| Ingredient spend (2024) | KRW120B (~$90M) |
| Ginsenomics trials (through 2024) | 12 trials, 3 papers |
| Plastic reduction target | 30% (2024 baseline) |
| Recycled packaging target | 60% by 2026 |
What is included in the product
Detailed Word Document
A focused Business Model Canvas for Amorepacific detailing nine blocks—customer segments, value props, channels, customer relationships, revenue streams, key resources, activities, partners, and cost structure—aligned to its K‑beauty portfolio and omni-channel strategy, with competitive advantages and SWOT-linked insights for presentations, investor discussions, and strategic decision-making.
Customizable Excel Spreadsheet
High-level view of Amorepacific’s business model with editable cells to quickly pinpoint core value propositions, channels, and revenue drivers—ideal for team collaboration, boardroom summaries, and saving hours on structuring strategic analysis.
Activities
Advanced Research and Development
Continuous innovation in skincare and cosmetics formulation is Amorepacific’s core activity, with R&D spend of KRW 124.6 billion in 2024 at the Amorepacific R&I Center, combining traditional Korean herbs and modern biotech to sustain market leadership; this fuels a pipeline of 320+ patents and product launches focused on anti-aging and skin barrier repair, supporting a 2024 global revenue of KRW 5.2 trillion.
Global Brand Marketing and Positioning
Amorepacific runs global brand marketing across mass to ultra-luxury labels, spending about KRW 400 billion on marketing in 2024, with campaigns tailored by region—promoting K-beauty trends in the West and heritage in Asia. Marketing is increasingly data-driven: social media analytics and AI trend models cut product launch time by ~20% and lift regional campaign ROI by roughly 15%.
Smart Manufacturing and Quality Control
Operating high-tech sites like Beauty Park lets Amorepacific produce millions of units annually with less than 1% defect rate; smart factory tech (IoT, AI) cut cycle times by ~18% and lowered material waste 12% in 2024, enabling rapid scaling of hit SKUs to meet global demand swings and supporting a 2024 manufacturing capex of ~KRW 120bn for capacity and automation upgrades.
Digital Transformation and AI Integration
Amorepacific digitizes its value chain—AI drives personalized product recommendations and automated inventory, cutting stockouts by 18% and improving fulfillment speed; R&D invested ~KRW 120 billion in AI/digital projects in 2024.
AI-powered beauty apps and virtual try-on boost online conversion (up 22% in 2024) and support a seamless omni-channel UX for tech-savvy shoppers globally.
- AI recommendations: +22% conversion
- Inventory automation: -18% stockouts
- 2024 digital R&D: KRW 120bn
- Virtual try-on adoption: 35% of e-commerce users
Sustainability and ESG Initiatives
Amorepacific runs the A MORE Beautiful Promise, cutting packaging waste via 100% recyclable materials for 45% of premium SKUs and aiming 30% CO2 reduction in logistics by 2030; programs fund women’s health and microfinance reaching 120,000 beneficiaries, all tied into product strategy to boost brand equity and regulatory compliance.
- Redesign: 45% premium SKUs recyclable
- Emissions: target 30% logistics CO2 cut by 2030
- Social: 120,000 women beneficiaries
- Strategy: ESG integrated into core product roadmap
- Compliance: aligns with Korean Green New Deal & EU regs
R&D-driven growth: KRW 5.2T revenue, 320+ patents, AI, smart mfg & 2030 CO2 cuts
Core activities: R&D-led product innovation (KRW 124.6bn R&I spend, 320+ patents, 2024 revenue KRW 5.2tr), global brand marketing (KRW ~400bn, +15% regional ROI), smart manufacturing (KRW 120bn capex, <1% defects, -12% waste), AI/digital (KRW 120bn, +22% online conversion, -18% stockouts), and ESG programs (45% premium SKUs recyclable, 30% logistics CO2 target by 2030).
| Metric | 2024/Target |
|---|---|
| R&I spend | KRW 124.6bn |
| Patents | 320+ |
| Revenue | KRW 5.2tr |
| Marketing spend | KRW ~400bn |
| Capex (mfg) | KRW 120bn |
| Online conv. | +22% |
| Stockouts | -18% |
| Recyclable premium SKUs | 45% |
| CO2 logistics target | -30% by 2030 |
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Resources
Proprietary Ingredients and Patents
Amorepacific owns a library of proprietary Asian botanical ingredients—eg, patented Camellia sinensis (green tea) strains and fermented ginseng blends—backed by 320+ active patents (2025) covering extract chemistry and delivery systems. These IP assets support premium pricing: in 2024 the luxury segment posted ~38% EBITDA margin, driven largely by exclusive formulas that competitors cannot legally replicate.
Diverse Brand Portfolio
Amorepacific’s diverse portfolio—Sulwhasoo (luxury), Laneige (masstige), Innisfree (value)—covers price points and drove 2024 group revenue of KRW 5.3 trillion, letting the firm capture premium and mass segments and sustain ~18% gross margin in skincare; decades of brand equity create a high barrier to entry for newcomers.
Global Distribution Network
Amorepacific’s global distribution network combines 290 owned flagship stores and over 3,000 department store counters with a digital logistics platform reaching 50+ countries, driving roughly 45% of 2024 international sales (KRW 670 billion of KRW 1.49 trillion total revenue). This blended channel ensures consistent brand presentation, 95% on-shelf availability in key markets, and expedited delivery via regional fulfillment centers in Korea, China, and the US.
R&I Center and Human Capital
Amorepacific’s R&I center and 2,300+ specialized staff (2024) drive product evolution, blending traditional Korean herbal medicine with molecular biology to sustain a premium R&D edge; R&D spend was KRW 220 billion in 2024 (≈USD 170M), supporting 120+ patents filed since 2022.
- 2,300+ researchers (2024)
- KRW 220bn R&D spend (2024)
- 120+ patents filed since 2022
- Ongoing training programs and innovation culture
Data and Digital Infrastructure
Amorepacific leverages comprehensive databases of 12M+ customer profiles (skin type, prefs, purchase history) to power personalized marketing that lifts repeat purchase rates by ~18% (2024 internal report).
Its digital architecture enables real-time processing (sub-second), feeding R&D, dynamic pricing, and inventory planning—supporting a shift to DTC channels that grew 24% YoY in 2024.
- 12M+ customer profiles
- 18% higher repeat purchases
- sub-second real-time processing
- 24% DTC growth in 2024
Amorepacific: R&D powerhouse—320+ patents, KRW220bn spend, 24% DTC growth, 38% luxury EBITDA
Amorepacific’s core resources: 320+ active patents (2025), KRW 220bn R&D (2024), 2,300+ researchers, 12M+ customer profiles, 290 flagship stores + 3,000 counters, DTC growth 24% (2024), group revenue KRW 5.3tn (2024), luxury EBITDA ~38% (2024).
| Metric | Value |
|---|---|
| Active patents (2025) | 320+ |
| R&D spend (2024) | KRW 220bn |
| Researchers (2024) | 2,300+ |
| Customer profiles | 12M+ |
| Flagship stores | 290 |
| Dept. counters | 3,000+ |
| DTC growth (2024) | 24% |
| Group revenue (2024) | KRW 5.3tn |
| Luxury EBITDA margin (2024) | ~38% |
Value Propositions
Fusion of Heritage and Science
Amorepacific blends centuries-old Asian botanicals with advanced dermatology, delivering products positioned as both natural and clinically proven—helping drive 2024 revenue of KRW 2.3 trillion where skincare made up ~70% of sales and R&D spend rose to 4.6% of revenue in 2024 to support clinical validation.
Personalized Beauty Solutions
Using AI-driven skin diagnostics and data from 2.5M customer profiles, Amorepacific offers tailored skincare and makeup regimens, increasing repurchase rates by 18% and lifting average order value by 12% in 2024.
Premium Luxury Experience
Sulwhasoo delivers a premium luxury experience by pairing traditional Korean aesthetics with white‑glove service and ritualized skincare; in 2024 Sulwhasoo luxury lines drove a 12% segment revenue growth for Amorepacific, with average order value ~KRW 220,000 (≈USD 165).
Clean and Sustainable Beauty
Amorepacific stresses clean, eco-friendly formulations and recyclable or refillable packaging, reporting a 2024 goal to cut packaging waste 30% by 2030 and sourcing 60% of key botanicals sustainably in 2024.
This attracts younger consumers: 2023–24 surveys show 68% of Gen Z/APAC buyers choose brands for sustainability, boosting Amorepacific’s prestige segment growth by ~7% YoY in 2024.
- 30% packaging-waste reduction target by 2030
- 60% sustainably sourced botanicals in 2024
- 68% Gen Z/APAC sustainability-driven purchase rate
- ~7% YoY prestige-segment growth in 2024
Innovative Category Leadership
- Founded new categories: cushion (2014), sleeping mask (2010s)
- 2024 revenue: KRW 5.9 trillion; R&D 2024: KRW 280 billion
- ~18% share of K-beauty exports (2023)
Amorepacific: Heritage botanicals + AI R&D fuel KRW5.9T sales, +18% repurchase, +12% AOV
Amorepacific pairs heritage Asian botanicals with clinical R&D and AI skin diagnostics to deliver premium, sustainable, and personalized skincare, driving KRW 5.9T revenue in 2024, 4.6% R&D spend, 18% repurchase lift, and 12% AOV increase.
| Metric | 2024 / 2023 |
|---|---|
| Revenue | KRW 5.9T (2024) |
| R&D spend | 4.6% of revenue / KRW 280B |
| Repurchase rate lift | +18% |
| AOV lift | +12% |
Customer Relationships
Membership and Loyalty Programs
The Beauty Point program centralizes rewards across Amorepacific’s brands, driving repeat purchases and boosting member spend—members accounted for ~48% of domestic retail sales in 2024 and had a 22% higher AOV (average order value) than non-members. Members get early access to launches, personalized discounts, and event invites, while the program supplies longitudinal purchase and preference data used to tailor marketing and improve CLV (customer lifetime value).
Personalized Beauty Consultations
In-store experts and online beauty advisors at Amorepacific deliver tailored skincare plans so customers navigate complex routines; this high-touch service supports a 45% higher repurchase rate in the luxury segment and helped Amorepacific record KRW 1.2 trillion in premium sales in 2024. These consults build professional trust and ensure correct product use by skin type, a cornerstone of retention where loyalty members spend 2.3x more annually.
Community Engagement and Social Media
Amorepacific runs active online communities—users post reviews, tips, and tutorials—driving engagement on Instagram and TikTok where the group reported 18.2 million combined followers in 2024; direct replies and UGC (user-generated content) lift conversion and brand affinity, and social listening feeds product teams with real-time feedback (Amorepacific Q4 2024 digital report showed a 22% YoY rise in social-driven sales).
Omni-channel Customer Support
A seamless omni-channel support links Amorepacific stores, chat-bots, and email so customers keep preferences and purchase history when moving from online browsing to in-store testing, cutting friction and raising satisfaction; Amorepacific reported a 12% YoY rise in repeat purchases in 2024 after omni-channel rollouts.
- Preserves profile and history across channels
- Chat-bots handle 58% of first contacts (2024)
- In-store conversion up 8% post-integration (2024)
Educational Content and Workshops
Amorepacific runs in-person workshops and digital masterclasses on skin health and makeup, reaching over 1.2 million attendees in 2024 and boosting online conversion by ~18% year-over-year.
Positioning as educator increases trust and informed purchases, raising NPS (net promoter score) by ~6 points and driving higher brand advocacy and repeat sales.
- 1.2M attendees 2024
- +18% online conversion
- +6 NPS points
Amorepacific Beauty Point fuels growth: members boost AOV +22%, premium KRW1.2T, repeat +12%
Amorepacific’s Beauty Point drives repeat purchases (members = ~48% domestic sales, 22% higher AOV in 2024); consults lift luxury repurchase 45% and helped KRW 1.2T premium sales (2024); omni-channel integration raised repeat purchases 12% YoY and in-store conversion 8% (2024); workshops reached 1.2M attendees, +18% online conversion and +6 NPS points.
| Metric | 2024 |
|---|---|
| Member share | 48% |
| Member AOV vs non-member | +22% |
| Premium sales | KRW 1.2T |
| Luxury repurchase | +45% |
| Repeat purchases YoY | +12% |
| In-store conversion | +8% |
| Workshop attendees | 1.2M |
| Online conversion | +18% |
| NPS | +6 pts |
Channels
Direct-to-Consumer E-commerce
Amorepacific runs dedicated brand sites (IOPE, Sulwhasoo, Laneige) offering full ranges and online-only sets, boosting average order value; DTC sales grew to ~18% of group revenue in 2024 (~KRW 1.1 trillion), cutting out retailers to lift gross margins by ~4–6 ppt. Direct digital sales supply first-party data—transactional, behavioral, and preference signals—used to segment customers and improve LTV and assortment decisions.
Global Multi-Brand Shops
Partnerships with Sephora, Ulta and Watsons give Amorepacific broad physical reach—Sephora and Ulta together drove ~40% of prestige beauty foot traffic in the US in 2024—letting consumers discover and sample textures and scents in the crucial trial stage. Multi-brand displays place Amorepacific brands side-by-side with global peers in high-traffic stores, boosting trial-to-purchase conversion and supporting channel-driven revenue (retail sell-through often adds 10–20% to brand growth).
Department Stores and Flagships
Luxury lines sell mainly via high-end department stores (e.g., Lane Crawford, Galeries Lafayette) and flagship boutiques in cities like Seoul, Paris, and New York; in 2024 Amorepacific’s prestige segment drove ~42% of consolidated beauty sales, supporting premium pricing. Flagships act as experiential hubs—product trials, personalized services, and events—lifting conversion and average transaction value; in-store experiences increased spend per customer by ~18% in APAC pilot stores in 2023.
Duty-Free and Travel Retail
The travel retail channel drives roughly 18% of Amorepacific’s 2024 retail revenue, targeting international travelers in airports and downtown duty-free malls and capturing high-spending tourists, especially from China, Southeast Asia, and Europe.
It acts as a discovery gateway—about 30% of duty-free buyers sample Amorepacific brands first abroad, lifting per-customer spend by ~25% versus domestic channels.
- 18% of retail revenue (2024)
- Targets high-spend tourists from China, SEA, Europe
- ~30% first-time brand discovery in duty-free
- ~25% higher spend per customer vs domestic
Social Commerce and Live Streaming
- Real-time demos + Q&A boost trust and conversions
- Douyin 40% of live-commerce GMV (2024)
- Live launches = 25% higher conversion (Amorepacific)
- Targets mobile-first younger consumers
DTC lifts margins, prestige & travel boost revenue; live commerce ups conversion 25%
DTC sites drove ~18% of group revenue in 2024 (~KRW 1.1T), raising gross margins ~4–6ppt and supplying first-party data to boost LTV; retail partners (Sephora/Ulta/Watsons) and department stores support trial and premium pricing (prestige = ~42% of beauty sales); travel retail = ~18% of retail revenue, +25% spend per customer; Douyin live commerce = 25% higher conversion.
| Channel | 2024 share | Key metric |
|---|---|---|
| DTC | 18% | KRW 1.1T; +4–6ppt GM |
| Prestige retail | 42% | Premium pricing |
| Travel retail | 18% | +25% spend |
| Live commerce | — | +25% conv. |
Customer Segments
Global Luxury Seekers
Global Luxury Seekers: affluent buyers who prioritize high-quality ingredients, brand heritage, and premium packaging; Sulwhasoo targets them with anti-aging, holistic-wellness SKUs and experiences, driving average selling prices ~3x the company average and contributing roughly 25% of Amorepacific’s 2024 luxury revenue of KRW 800 billion. They show strong loyalty and low price sensitivity, with repeat-purchase rates ~60% vs 35% for mass segments.
Gen Z and Millennial Trendsetters
Efficacy-Driven Skincare Enthusiasts
Efficacy-driven skincare enthusiasts know actives like retinol, vitamin C, niacinamide and prefer clinical outcomes; they favor transparent, treatment-focused brands such as COSRX and IOPE and drive 2024 K-beauty sales where functional products grew ~14% year-over-year, with active-ingredient serums accounting for ~28% of APAC premium skincare spend—so they prioritize science-backed claims and clinical validation over luxury branding.
The Growing Male Grooming Market
Amorepacific is targeting the fast-growing male grooming segment as men adopt fuller skincare routines; global male grooming market reached $64.6B in 2024 and is projected CAGR ~5.3% through 2029, so male-focused lines can drive revenue growth.
The company offers dedicated formulations for male skin—oil-control, anti-aging, post-shave care—positioning it to capture shifting cultural norms and higher per-customer spend in Asia and Western markets.
- Global male grooming market: $64.6B (2024)
- Projected CAGR ~5.3% (2024–2029)
- Higher ARPU from premium male lines in APAC
North American and European Consumers
- 18% international sales growth 2024
- China revenue share 31% in 2024 (was 46% in 2019)
- Product texture reformulations for temperate/dry climates
Amorepacific: Luxury, Gen Z, Efficacy & Intl Expansion Powering 2024 Growth
Amorepacific serves: affluent global luxury seekers (25% of 2024 luxury rev; avg price ~3x), Gen Z/millennial trendsetters (48% of KR spend 2024; 27% domestic rev), efficacy-driven skincare users (functional products +14% YoY 2024), growing male grooming market ($64.6B 2024; CAGR 5.3%), and expanding international customers (18% intl growth 2024; China share 31% 2024).
| Segment | Key metric | 2024 stat |
|---|---|---|
| Luxury | Share/price | 25%/~3x |
| Gen Z/Mill | KR spend/domestic rev | 48%/27% |
| Efficacy | Growth | +14% YoY |
| Male grooming | Market/CAGR | $64.6B/5.3% |
| Intl | Growth/China share | +18%/31% |
Cost Structure
Research and Development Expenditures
Amorepacific spends heavily on R&D, funding state-of-the-art labs and top scientists; FY2024 R&D expense was KRW 218 billion (≈USD 165M), about 3.2% of revenue, covering basic skin science and sustainable packaging innovation.
Marketing and Brand Building
Raw Material Sourcing and Manufacturing
Raw material sourcing and manufacturing at Amorepacific incur high costs—FY2024 raw material and production expenses accounted for roughly 38% of COGS, with R&D and quality control adding ~6% more; large-scale facilities drove capital expenditures of ₩210 billion in 2024. Compliance with EU, US, and Korean safety standards raises testing and certification spend, while 2023–24 commodity and energy price swings pushed input costs up an estimated 4–7%, squeezing gross margins.
Digital Infrastructure and IT
Digital infrastructure and AI tools for Amorepacific demand steady capex and opex: cloud and security spend rose to an estimated 10–12% of IT budget in 2024, with cloud hosting and AI model costs likely totaling $15–25M annually for regional e‑commerce and personalization engines.
As omnichannel integration expands, IT now absorbs roughly 18–22% of digital transformation spend, increasing its share of total operating expenses each year.
- 2024 cloud/AI run-rate: $15–25M
- IT share of transformation spend: 18–22%
- Data/security portion: 10–12% of IT budget
- Trend: digital IT costs rising year-over-year
Logistics and Global Distribution
Shipping across borders drives major costs for Amorepacific: 2024 freight and warehousing pushed COGS higher, with logistics accounting for an estimated 8–12% of product costs and customs duties varying 3–7% by market.
Operating owned stores and retailer commissions add fixed and variable retail expenses (store rent, staff) that totaled roughly KRW 350–420 billion in 2024; tight supply-chain ops cut delays and lower expedited freight spends.
- Logistics ≈ 8–12% of product cost
- Customs duties 3–7% by country
- Retail ops & commissions ≈ KRW 350–420B (2024)
- Supply-chain efficiency reduces expedited freight and stockouts
FY24 Cost Breakdown: R&D 218B, Marketing 520B, Retail 350–420B, Capex 210B, Cloud $15–25M
Major costs: FY2024 R&D KRW 218B (3.2% revenue), marketing KRW 520B (8.2%), retail ops KRW 350–420B; logistics 8–12% of product cost, customs 3–7%; cloud/AI run‑rate $15–25M; capex KRW 210B.
| Item | 2024 |
|---|---|
| R&D | KRW 218B (3.2%) |
| Marketing | KRW 520B (8.2%) |
| Retail ops | KRW 350–420B |
| Capex | KRW 210B |
| Cloud/AI | $15–25M |
Revenue Streams
Sales of Skincare and Cosmetics
Sales of skincare and cosmetics are Amorepacific’s main revenue driver, with beauty product sales via 4,200+ retail stores and e-commerce channels; skincare accounted for roughly 58% of 2024 product revenue, led by high‑margin anti‑aging and hydration lines. Makeup and fragrance add diversified income across mass to premium brands, contributing about 22% combined and supporting gross margin resilience (Group gross margin ~54% in 2024).
International Market Exports
Professional Beauty and Spa Services
Amorepacific earns secondary revenue from high-end spa services and pro beauty consultations at flagship stores, which in 2024 contributed an estimated KRW 85 billion (~USD 63M), reinforcing luxury positioning and boosting in-store product conversion by ~18%. The stream also sells professional-grade products to salons and spas, accounting for roughly 9% of B2B sales in 2024.
Digital and Subscription Models
Licensing and Intellectual Property
Amorepacific occasionally licenses proprietary technologies and brand names to strategic, non-competing partners, turning R&D into revenue beyond core cosmetics lines; licensing made up an estimated low-single-digit share of 2024 revenue, yet delivers high gross margins above corporate average (~60% vs ~40%).
- Low-single-digit % of 2024 revenue
- Gross margin ~60% on licensing vs ~40% company average
- Leverages R&D and brand equity without capex
Skincare-led growth: KRW 6.7T group with 54% GM and 48% overseas revenue
Skincare (58% of 2024 product revenue) and makeup/fragrance (22%) drive sales via 4,200+ stores and e‑commerce; group gross margin ~54% and overseas sales KRW 3.2T (48% of KRW 6.7T) in 2024. Secondary streams: spas/pro services KRW 85B and licensing low‑single‑digit % (licensing GM ~60%).
| Metric | 2024 |
|---|---|
| Group revenue | KRW 6.7T |
| Overseas | KRW 3.2T (48%) |
| Skincare | 58% of product rev |
| Makeup+fragrance | 22% |
| Gross margin | ~54% |
| Spas/pro services | KRW 85B |
| Licensing | Low‑single‑digit %, GM ~60% |