[EXHIBITION] The House of Beauty Scientists _Busan

AMOREPACIFIC Apr 18, 2025

Summary

Following its successful debut in Bukchon in 2024, The House of Beauty Scientists exhibition opens once again—this time in Busan. This pop-up exhibition invites visitors to experience over 70 years of Amorepacific’s research journey, highlighting the thoughtful processes and sincere dedication behind the creation of each product. Through engaging content, the exhibition showcases in-depth research stories, skin science, active ingredients, and formulation technologies—culminating in the proud presentation of Amorepacific’s first and best innovations. The space is composed of actual tools used in the R&I Center, and at times even hosts real beauty scientists. We hope that, by spending time in this space, visitors will come to feel they are truly inside The House of Beauty Scientists.

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Building on the in-depth and sincere research showcased in the Bukchon exhibition, the Busan edition places greater focus on the close connection between research and product. By utilizing the layout of the Amore Busan store, the Color Beauty Lab (3F), Skincare Lab (2F), and retail space (1F) were seamlessly connected into a single flow—transforming the entire building into an immersive House of Beauty Scientists.

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The third-floor [Color Beauty Lab] is a space dedicated to the story of makeup research, centered on the theme of “Research that Makes People Beautiful.” It introduces the work of makeup researchers—from studying trends and customer lifestyles to exploring various textures, conducting color and formulation research, and ultimately developing products—through research journals, experimental samples, videos, and other content. Anchored by the Tone & Color Research Zone, which visually showcases color makeup, the floor also features dedicated areas for cushion research and formulation research, with interactive elements thoughtfully integrated throughout to create an engaging and immersive experience.

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The main space, which visitors encounter upon entering the exhibition, showcases the results of tone and color research through a striking visual display of over 200 shades. This space conveys that skin tone research, built upon years of in-depth study and the development of customized cosmetics, is a science grounded not only in the exploration of color but also in an understanding of people and culture. In the measurement zone, visitors can have their skin tone analyzed and receive personalized foundation recommendations, which they can then test on the spot.

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The Formulation Research Zone showcases key formulation studies for each makeup product category, along with representative products developed from them. All research samples on display were borrowed directly from the Amorepacific R&I Center, including authentic tools and materials used in actual experiments. From beakers marked with experiment dates and mixing ratios to containers holding ingredients under testing, the space conveys the unfiltered, authentic atmosphere of the research process.

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Creat Your Own Make up Look
A space where visitors can discover their own makeup style and unique beauty through coloring. Guided by original makeup drawings proposed by makeup artists, participants use expired cosmetics and cosmetic-based paints to add color, then display their creations on the wall as part of an interactive experience.

Inspiration Zone
Understanding customer preferences, needs, and emerging trends is the starting point for creating exceptional products. This zone presents the creative journey of Amorepacific’s researchers as they study trends, explore a wide range of textures and properties to identify the perfect colors, and collaborate with makeup artists to envision the makeup looks each product will bring to life.

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Beauty Sleep Research Theme Room
The Sleeping Beauty-themed room, dedicated to showcasing research on the skin during sleep, is designed as a dark, enclosed space with three mirrored walls. Visitors can listen to soothing music, take in sleep-enhancing scents, and explore both the research conducted on the skin during sleep and the related products.

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To underscore the distinct identity and importance of the category, the Cushion Research Zone is designed in a black tone, setting it apart from the exhibition’s overall bright atmosphere. At its center, a large display showcases the heritage of cushion makeup—pioneered globally by Amorepacific—along with archival records such as the original award certificates and patent documents from its first development. The zone is organized into two sections, formulation and packaging, featuring original base materials and development samples that vividly illustrate the creative process behind this innovation.

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Through the work of our makeup researchers, we envisioned this space as a place where customers can discover their own style and beauty. Reflecting this idea, the participatory makeup coloring wall is completed with each visitor’s personal definition of beauty, coming together to form a collective expression.

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The second-floor [Skin Beauty Lab] recreates Amorepacific’s skin research laboratory, showcasing the stories and history behind its studies. Here, visitors can explore research on the brand’s signature ingredients—ginseng, green tea, and camellia—as well as in-depth studies on functional ingredients such as hyaluronic acid and retinol, offering a closer look at the technologies and research journey that drive the company’s cosmetic innovations.

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In the [Library of Beauty Scientists], visitors can gain an indirect glimpse into the thoughts of researchers through books spanning various fields that they regularly read. All displayed materials—ranging from diverse books and academic papers to researchers’ lab coats—are actual items borrowed from Amorepacific R&I center.

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The experimental tables in the Skin Beauty Lab present research on key Korean ingredients, along with representative explanations of specific areas such as retinol, hyaluronic acid, collagen, and derma science. They also showcase the history of related research and provide detailed information on the efficacy of each ingredient. The “Ginseng” research table introduces Amorepacific’s history of ginseng research, featuring archival products including the first ginseng-based cosmetics. It highlights the company’s persistent research focus and the various technologies applied to maximize ginseng’s benefits.

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To sincerely convey the authenticity of our research, the exhibition is detailed with items actually used in the laboratories of the Yongin R&I Center. From experimental equipment and research papers to awards and small tools, visitors can glimpse the real research process of our scientists and gain an indirect sense of the depth of thought that goes into beauty research.

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Founded in 1954 as Korea’s first cosmetics research institute, the Amorepacific R&I Center was established on the founder’s belief that “only by securing an edge in science and technology can we rise to become a global leader.” This space introduces the history and scale of a company deeply committed to research through presentations on the Amorepacific R&I Center and the Mizium. It also features a dedicated Dr. Amore program area, where visitors can have their skin measured.

Visitors can explore the technologies and research journey behind the company’s cosmetic development, including skin science and beauty tech.

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Visitors can explore the technologies and research journey behind the company’s cosmetic development, including skin science and beauty tech.

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At the Skin Beauty Lab, an active Amorepacific researcher is present at set times to meet visitors in person. Guests can ask questions about skincare concerns, cosmetic ingredients, and other topics of interest, and receive direct answers from the researcher. The lab also offers reservation-based classes, providing opportunities for in-depth discussions on specific products or categories of interest.

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Inside the exhibition space, a “Beauty scientists’ desk” is staffed by an actual Amorepacific beauty scientist. Visitors can leave their questions on notes and receive answers directly from the researcher.

<The House of Beauty Scientists> was conceived to embody Amorepacific’s genuine dedication to cosmetics—a company that established Korea’s first cosmetics laboratory and has always prioritized technology and quality. Furnished with actual items used in real laboratories and staffed by a resident researcher, the space was designed so that visitors could truly feel they were inside “the house of beauty scientists”. We hope the depth and sincerity of the research behind each product will be naturally conveyed through this space.