‘A new paradigm of clean beauty’: Amorepacific’s latest brand makes use of upcycled oakwood to create scents

By Amanda Lim

- Last updated on GMT

Amorepacific has launched Longtake, a new sustainable clean beauty brand. [Amorepacific / Longtake]
Amorepacific has launched Longtake, a new sustainable clean beauty brand. [Amorepacific / Longtake]

Related tags Sustainability Fragrance Amorepacific Korea K-Beauty

K-beauty major Amorepacific has launched Longtake, a new sustainable clean beauty brand that makes use of upcycled oakwood to create its signature woody scents.

The cosmetic company described Longtake as a sustainable “lifestyle brand with long-lasting sensual fragrance and high efficacy”.

“It presents a new paradigm of clean beauty by combining a unique woody scent inspired by the deep forest with a sustainable philosophy.”

To create its unique scent base, the company upcycles oakwood pieces and sawdust sourced from woodworking shops and reprocesses them.

In addition to the upcycled oakwood, the brand utilises botanical ingredients such as cypress leaf, black bean, and rose flower extract and are certified vegan.

The brand also uses sustainable packaging materials such as FSC-certified paper and soybean oil ink.

Longtake launched in April with two hair care ranges: Sandalwood and Black Tea and Fig. Each line consists of a shampoo, hair treatment and hair oil.

The Sandalwood Intensive Treatment is the brand’s signature product. The brand explained that it provides nutrition to severely damaged hair with patented ingredients derived from cypress as well as 35,000 ppm of vegetable protein to strengthen hair elasticity and decrease hair breakage.

It is currently available nationwide via beauty retailer Olive Young’s offline and online channels.

Additionally, the firm launched a month-long pop-up store and exhibition running from now till May 8 which would give consumers the opportunity to experience the new brand.

Future mega brand?

According to Amorepacific, the goal is to develop Longtake into a “mega lifestyle brand”​ and it has plans to expand into new categories such as body and hand care starting from the second half of this year.

CosmeticsDesign-Asia​ previously reported that the company observed consumer interest in fragrances was expanding, moving from traditional perfumes to other items such as body care products.

This was driven by the COVID-19 pandemic, which created a climate of negative emotions and isolation among people over the past two years.

This led the company to develop onhope in 2021, which was centred around the functional effects of fragrances to aid in self-care and wellness.

The brand was developed to “support relaxation rituals”​ with fragranced personal care products including hand creams and body lotions as well as body and hand soap.

They all also contained Amorepacific’s Relaxing Complex System, which is composed of evening primrose oil and vitamin E, which it claims to have a soothing effect on sensitive skin.

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