South Korea’s cosmetics giant Amorepacific Corp. is expanding its business portfolio to wellness and dietary supplementary products amid greater health-consciousness and inner beauty demand.
The health functional foods market that has rapidly grown from KRW 3.56 trillion in 2016 to KRW 4.98 trillion last year is estimated to keep up growth to above KRW 5 trillion this year and KRW 25 trillion by 2030, according to the Korea Health Supplements Association.
Amorepacific’s wellness brand Vital Beautie has recently released “Super Collagen Essence,” an upgraded version of its best-selling product Super Collagen that has been recognised for its functionality in improving skin conditions for the first time in Korea by the Ministry of Food and Drug Safety in 2020. The drinking ampoule-type premium collagen has sold more than 70 million vials since the launch 11 years ago.
The upgraded version also raises expectation from female consumers after it sold more than 25,000 vials in a week during the pre-release on 22 March. Amorepacific fielded actress Song Hye-kyo, ‘an icon of timeless beauty’ in Korea, as its brand ambassador to better appeal to more female consumers.
Another flagship product is “Meta Green Slim,’ a body fat management supplement with catechin whose main function is to help reduce body fat and blood cholesterol. Since the launch in 2012, more than five million boxes have been sold.
