Abstract
AmorePacific, the creator of renowned product lines such as the Color Control Cushion Compact, Laneige, and Sulwhasoo, stands prominently among the top ten global cosmetic companies, epitomizing the pinnacle of “K-beauty.” This article delves into how K-beauty, beyond its contemporary global allure, is deeply rooted in the historical and politico-economic landscape of the Park Chung Hee regime (1961–79). Through an examination of AmorePacific’s extensive archives, the article traces the company’s development, highlighting its pivotal role in shaping South Korea’s cosmetics industry since 1945. The evolving history of AmorePacific provides a lens to explore the often-overlooked roles of women in an industry previously characterized by underground trafficking, post exchange (PX) stores, and counterfeit production. As AmorePacific navigated new economic policy and rigorous rhetoric under the Park regime, Korean women began to assume new economic and sociopolitical roles, including in factory work, as door-to-door salespeople, and as models and moral consumers in state-led campaigns. Thus the work of women was vitally involved with AmorePacific, the nation’s growing cosmetic-product industry as a whole, and the Park regime’s stringent regulation of South Korea’s extensive black market, which was critical to its economic formalization.
