AMOREPACIFIC had been a manufacturer and purveyor of cosmetics since the 1930s. The first cosmetics brand the company released after moving to Seoul was Melody cream in 1948. The company was highly interested in the overall quality of the product. The cream was produced in Seoul, but the container labels were printed in Japan. In the 1950s, the company became a leading purveyor of cosmetics in Korea. It launched a line of cosmetics under the brand name ABC. ABC Pomade, ABC Cream No. 100, and Coty Face Powder,among others, they were the most representative products of AMOREPACIFIC at that time. Quality being the highest priority, the company developed its ABC Pomade hair grease with castor oil, unlike its competitors who used petrolatum. Castor oil-based ABC Pomade washed better and made hair look glossier. In 1959, the company entered a technical alliance with the Coty Inc. of France to produce Coty Face Powder. In 1958, the company published Korea’s first beauty magazine, , "Hwajanggye (Beauty Care and Cosmetics)". Since the very beginning, AMOREPACIFIC has put quality first and explored the market with a pioneering spirit.

The 1960s saw AMOREPACIFIC become fully established. Advanced technology was brought to bear on the development and production of cosmetics, and distribution and sales systems most suitable for the Korean market were introduced. In 1961, a new line of products under the brand name Rido was launched. It included Rido cream foundation, the first foundation produced in Korea. Another brand, Oscar, was also introduced during this time. Upon the launching of the Oscar brand, the company established a new system for designated shops where the manufacturer and consumers could trade directly. In 1961, the company opened its first beauty clinics to provide consumers information on proper use and storage of cosmetics. In 1963, the company began sending beauty consultants to shops where AMOREPACIFIC products were sold to train their employees and to learn first hand about the needs of consumers. AMOREPACIFIC spared no efforts to explore new distribution channels. One good example of such efforts was the organization of door-to-door sales upon the launching of the Amore brand of cosmetics in 1964.

In the 1970s, technology for skin care cosmetics advanced remarkably and the market base for makeup products spread far and wide. Until the mid 1960s, the cosmetics market had been dominated by skin care products such as creams, lotions, and skin toners, and hair grease. This was partly because of low per capita income and the absence of needed technology, as well as a cultural barrier to the use of heavy makeup. On the occasion of the launch the Amore High-Tone brand in 1971, AMOREPACIFIC held a makeup show, ‘Oh! My Love,’ at the Chosun Hotel to promote makeup for women. High-Tone was a makeup line for lips and eyes. As a result of the rapid economic development during the 1970s, the Koreans enjoyed better nutrition and the skin type of Korean women changed to oily or normal. Products giving a more refreshing feeling came in demand, and the company responded by putting the Amore Mibora brand onto the market in 1975. The company also made efforts to advance overseas. In 1973, the company developed a line of products containing ginseng saponin under brand name Sammi Cosmetics, and started to export the brand in 1974.

The 1980s saw AMOREPACIFIC make great advancements in technology, allowing the company to produce a wide range of products satisfying diverse needs of its customers. The customer base had primarily been housewives over 30, but it expanded to include women under 30. Accordingly, a number of products targeting young women with sensitive skin were launched.GG (Green Generation) was introduced in 1986 targeting free-spirited, liberal young women, and it came in cute, and simple containers. The Tamspin brand, which was made of natural ingredients to slow skin aging, was also introduced in 1986. With more and more women becoming involved in social activities, the number of women with allergies to cosmetics increased due to pollution and mental stress. In this environment, the Sunjung brand with no color, no fragrance, and no alcohol for sensitive skin was developed after consultations with dermatologists and put on the market in 1988. In 1989, the company launched the Miro Cosmetics line containing flavonoids extracted from green tea leaves, after learning that flavonoids are effective in removing oxygen free radicals, which cause damage to cell membranes.

The 1990s saw AMOREPACIFIC step up its customer service and brands by leveraging advanced technology. The company completed restructuring of its business and re-established its long-term vision. In 1993, the company declared the Total Commitment Initiative and started full-scale drive for consumer satisfaction. The brands introduced in the 1990s represent AMOREPACIFIC today and are undeniable proof of the success of the 1990s’ marketing strategy. For example, the brand Mamonde, meaning ‘my world,’ was introduced in 1991. In 1993 Mamonde Minkbrown was a big hit in the market. Lee Yong-Ae, a model for Mamonde, became a star in a commercial portraying her as a ‘woman like oxygen.’ In 1994, a line of products brand named Laneige, meaning ‘snow,’ was launched. The brand was differentiated with famous actress Kim Ji-ho modeling, giving it the image of ‘a woman living like a movie.’ In 1995, a new brand named Hera Hera was put on the market with the image of ‘a seductive woman.’ In 1997, Retinol of the Iope brand line was introduced and was extremely well received. As Korea’s first ‘cos-medical’ brand, Iope Retinol sparked the boom in cosmetics containing retinol that immediately followed.