South Korea’s beauty conglomerate Amorepacific has acquired a “significant minority share” of Australian luxury skincare company Rationale Group. With this operation, Amorepacific intends to strengthen its luxury portfolio, as well as to secure leadership in the personalized cosmetics category - one of Amorepacific’s future R&D priorities.

The Rationale Group has recorded double-digit growth with their iconic skincare brand Rationale, which offers products and services for personalized skincare regimens determined through skin testing and analysis.

Rationale Immunologist Serum

Rationale Immunologist Serum

Rationale is renowned for its Essential Six Collections an array of sophisticated formulations that deliver environmental protection by day and repair at night. Every Essential Six regimen is personalized in line with a treatment plan curated from a comprehensive suite of luxury facial services. Rationale is currently available in 15 Flagship locations, exclusively online at, and via a network of approximately 50 Medical Agencies including renowned dermatologists and plastic surgeons.

Amorepacific will support Rationale in their global expansion plans across South Korea, the UK, the US, Hong Kong and Singapore by 2025. The two companies will also explore the possibilities of joint research and development in the future.

With this partnership Amorepacific also expect to secure a local production base in Australia and strengthen its local retail network.

Amorepacific commenced business operations in Australia and Oceania in 2018 with the launch its Laneige brand in the country. To date, the group has also introduced Innisfree and its flagship Amorepacific brands on the market. In March 2020, Amorepacific continued its regional expansion, launching Sulwhasoo in Sephora across Australia and New Zealand.