High-end skincare label Amorepacific rebranded as AP

AP [Courtesy of Amorepacific]

South Korea’s Amorepacific Group announced Thursday that it has completely transformed Amorepacific, one of its brands that offers luxury skincare products, into a high-performance, high-end skincare brand called Apex of Skincare (AP).

While focusing on three core elements – innovative technology, proprietary development of raw materials, and overwhelming efficacy – AP will utilize over 70 years of skincare research assets and more than 3,000 patented technologies accumulated by Amorepacific Group.

Introducing the M.D. Line as the brand’s new flagship line, AP showcases the Dual Repair Lift Cream. This product pioneers the incorporation of high-efficacy ingredients and technologies previously exclusive to specialized skincare into cosmetics, marking a first for Amorepacific Group’s makeup products.

Starting from January 28, AP is set to undergo a sequential reopening of its shops at major department stores in Korea, including Lotte, Shinsegae, and Hyundai Department Stores.