Two Decades of K-Beauty Magic: Amorepacific Marks 20 Years in Malaysia
South Korea’s No.1 K-beauty powerhouse, Amorepacific, marked a major milestone—20 years in Malaysia—with Amorepacific Beautyland, a week-long celebration of innovation, heritage, and, of course, glow. Held from 20 to 26 October 2025 at Sunway Pyramid’s LG2 Blue Concourse, this immersive beauty wonderland was Amorepacific’s first-ever outpost activation in Malaysia, spotlighting three of its most beloved brands: Sulwhasoo, Laneige, and Innisfree.
Globally, Amorepacific had been redefining beauty for over eight decades, blending the best of nature, science, and artistry. Since setting foot in Malaysia in 2005, the group continued to lead the K-beauty wave with groundbreaking formulas, high-performing products, and timeless design. From creating the world’s first cushion foundation to setting the gold standard in skincare efficacy, Amorepacific didn’t just follow trends—it made them.
By 2025, Amorepacific Malaysia proudly represented six brands—Sulwhasoo, Laneige, Innisfree, Ryo, Mise-En-Scène, and Illiyoon—each serving a distinct corner of the beauty world, from luxury rituals to everyday care.
Stepping Into Beautyland
Amorepacific Beautyland wasn’t your typical brand showcase. It was an interactive playground where heritage met innovation, and where skincare lovers got to play, learn, and win.
Guests explored three engaging challenge stations inspired by the flagship brands:
Sulwhasoo: Peek-A-Pair Memory Challenge
Laneige: Sleeping Buddy Challenge
Innisfree: 3-Second Supercharge Challenge
And because no beauty day was complete without a sweet finish, visitors also enjoyed a complimentary Paris Baguette treat with any purchase. The celebration didn’t stop there—those who spent RM1,000 across two or more Amorepacific brands received a limited-edition Amorepacific Vanity Pouch filled with 14 beauty treats worth RM450. Plus, shoppers automatically entered the draw to win a pair of flight tickets from Kuala Lumpur to Seoul, the ultimate pilgrimage for K-beauty fans.
20 Years of Glow and Gratitude
Two decades in, Amorepacific Malaysia had become a driving force in shaping the country’s beauty landscape. It was right at Sunway Pyramid that the brand first launched Sulwhasoo’s road shop, Laneige’s concept store, and Innisfree’s flagship boutique. It was only fitting that this location hosted the brand’s grand 20th anniversary celebration—a full-circle moment that paid tribute to both its loyal community and its vision for the future.
This milestone wasn’t just a look back at how far Amorepacific had come—it was a bold statement about where it was headed. The company remained committed to pushing boundaries, creating meaningful experiences, and helping every generation discover their own version of beauty.
The Glow Continues
From interactive games to exclusive rewards, Amorepacific Beautyland brought together everything Malaysians loved about K-beauty—innovation, inclusivity, and a touch of Seoul-style magic.
Because even after 20 years, one thing remained true: beauty might evolve, but Amorepacific’s glow never fades.
Follow the brands:
Sulwhasoo — IG: @sulwhasoo.malaysia | TT: @sulwhasoo.malaysia
Laneige — IG: @laneige_my | TT: @laneige_my
Innisfree — IG: @innisfree_malaysia | TT: @innisfreemy
