Custom craze: Amorepacific introduces four more bespoke services as it banks on personalised beauty demand

Within the past couple of months, the South Korean cosmetics conglomerate has launched four new personalised beauty services.

In March, the firm extended IOPE’s Lab Tailored 3D Mask and Serum service online and added virtual one-on-one skin consultations. This service was previously only available at the brand’s Myeongdong store.

The following month, it launched Base Picker, a customised foundation service available in-store and online.

Consumers can choose from 100 colours, two texture and two product types – a liquid or cushion foundation – to create their own tailored foundation and cushion products.

The company developed and patented a manufacturing robotic system to produce personalised products in a hygienic process on site quickly.

In May, Amorepacific ramped up its portfolio of personalised beauty services with personalised bath products and nutricosmetic products.

Bathbot manufactures bath products that can be personalised with fragrance and colour. Consumers can choose to create their own product or get recommendations after completing a questionnaire.

The products are made on-site at the Bathbot kiosk by a robotic system which takes two minutes to complete an order.

Its latest personalised beauty service is, My Vital Beautie, a personalised health supplement service under the company’s inner beauty brand Vital Beautie.

With this service, consumers can purchase tailored daily prescription of supplements that are packaged in individual bags to make it easier for consumers to grab and take on the go.

Future of beauty?

Amorepacific began piloting personalised cosmetic services in 2017 with brands including Laneige, Etude House and Innisfree.

The brand has been accelerating its investments into personalised cosmetics ever since South Korea implemented the world’s first customised cosmetic regulations on March 14, 2020.

The revision in the local law allowed cosmetic produces to make cosmetics on the spot based on individual consumer preferences.

A month later, the company debuted the IOPE Lab Tailored 3D Mask, a CES 2020 Innovation Award honouree, in its home market at the IOPE Lab.

In 2021, Amorepacific bagged a consecutive CES Award for its customised lip makeup manufacturing system, Lip Factory by Colour Tailor.

Amorepacific expects the bespoke cosmetics category to continuing growing and believes it to be the ‘future’ of K-beauty.

“Customised beauty is still an emerging market, but consumer preference for products that are specialised for individual skin conditions and personal beauty routines will continue to rise​,” said Phoebe Huh, global corporate communications, Amorepacific.

Amorepacific intends to focus its investments on more customised beauty ventures moving forward, despite the COVID-19 pandemic, which has limited the growth of customised cosmetics to a certain extent,

“While services are limited for safety at this time, we expect consumer preference for customised products that are specialised for individual skin conditions and personal beauty routines will continue to rise,” ​said Huh.

“Amorepacific will continue to provide optimised solutions that meet the expectations of various customers through more customised services."​