The South Korean cosmetics giant announced its Q2 2025 earnings report on August 1.
Based on the report, consolidated sales increased 8.9% year-on-year to KRW1.095tn (USD790m) and operating profit grew 555.5% year-on-year to KRW80.1bn (USD57.8m) in the second quarter of 2025.
Specifically, Amorepacific’s domestic business saw sales increase 8.2% year-on-year, and operating profit raised by 164%.
The positive numbers are said to be driven by the performance of its beauty brands in the local market, continued high growth in the West, and the impact of an “improved business structure” in Greater China.
“Key subsidiaries, including Innisfree, Etude, Espoir, Amos Professional, and Osulloc, contributed to Amorepacific Group’s sales and operating profit growth by strengthening their brand value and enhance their responsiveness to emerging sales channels,” the company stated.
Although Innisfree saw a decline in overall sales due to channel restructuring, including the reduction of offline shops, it increased operating profit through strategic marketing efforts on major e-commerce platforms as well as measures to improve cost efficiency.
Etude achieved growth in both sales and operating profit, propelled by continued performance in online and mobile shopping channels, and centred on core products like Curl Fix Mascara.
Espoir maintained sales growth by capitalising on its colour cosmetics expertise and accelerating global expansion, while salon hair care brand Amos Professional saw increases in both sales and operating profit through expanded customer touchpoints and product portfolio diversification.
Focus on heroes
In the luxury sector, Amorepacific’s marketing efforts focused on each brand’s hero products, such as Sulwhasoo’s First Care Activating Serum, Primera’s Vitatinol Serum & Mask, and IOPE’s Retinol Super Bounce Serum, to fortify market responsiveness.
As for the premium segment, sales of Mamonde’s Flora Glow Rose Liquid Mask and HANYUL’s Artemisia Cleansing Absorbent Pack Foam exhibited strong growth in multi-brand stores (MBS) and e-commerce channels.
In the daily beauty and personal care category, sales of core functional products from brands such as mise-en-scène, Illiyoon, and Happy Bath also grew rapidly — with channel rebalancing elevating sales through e-commerce and MBS channels, and contributing to overall growth.
Overseas performance
In Q2 2025, Amorepacific’s overseas business saw a 14.4% year-on-year increase in sales and a 611% increase in operating profit.
In the US, sales grew by 10%, catapulted by the launch of new brands like AESTURA and HANYUL as well as the continued strong performance of core products from major brands such as Laneige and Innisfree.
In the EMEA region, sales increased by 18% due to strong sales of Laneige and Innisfree products across Europe, particularly in the UK.
The Greater China market saw operating profit remain positive for two consecutive quarters, driven by changes to its business transaction structure. Additionally, sales in this market also rose by 23% year-on-year.
Similarly, sales in other Asian markets expanded by 9%, led by the growth of flagship brands like Laneige and AESTURA.
“This year, the Amorepacific Group continues to pursue a global rebalancing strategy. It is strengthening distribution partnerships in key growth regions and exploring diverse business models to secure global growth momentum.”
