Amorepacific’s AI-powered app brings K-beauty shopping to ChatGPT

Amorepacific has launched an AI-powered retail app, Amore Mall, powered by OpenAI’s ChatGPT. The South Korean cosmetics and beauty conglomerate says it is the first of the K-beauty industry to launch an app on ChatGPT.

The ChatGPT app brings Amorepacific’s products to 900 million global ChatGPT users through tailored recommendations based on the company’s data. The interface allows consumers to input their information, needs, and desires through conversational AI and compare prices, efficacy, and ingredients across products.

The consultation-style recommendations enable consumers to ask questions about the compatibility of products with their specified needs.

The move is part of Amorepacific’s overall AI-first long-term strategy. Last year, the company launched its chatbot, Amore Chat, a personalized product-advice platform on the Amorepacific website.

Moving forward, the company aims to integrate payment and delivery services to Amore Mall, allowing consumers to make in-app purchases from ChatGPT.

OpenAI launched the ChatGPT app service in October 2025, and it is increasingly being used by companies and brands for its consumer-personalized guidance capacities.

AI in beauty

AI tools have become increasingly important in consumers’ search and discovery strategies over the past few years. Last year, ChatGPT partnered with Stripe’s Instant Checkout, turning chats into sales by creating business access to US ChatGPT users and allowing consumers to shop directly through the AI platform.

Emily Rose Campbell, head of performance at Iced Media, also told us about how businesses must take a holistic approach to their digital presence to future-proof their visibility amid the shift toward AI-driven e-commerce.

However, the AI push is equally as reliant on data as it is on hardware. Nvidia, maker of the computer chips that power AI, previously told us that beauty brands must control their own computing power or risk becoming dependent on those who do. As AI becomes increasingly incorporated in all phases of the cosmetics value chain, companies must future-proof their operations by staying ahead of the curve.

Previously Amorepacific

The Amore Mall app offers personalized K-beauty recommendations through conversational AI.

Amorepacific debuted in Amazon’s Luxury Stores in the US last week, bringing its Korean skin care portfolio to Amazon’s curated platform for luxury beauty. The move brings Amorepacific’s MD Collection, Prime Reserve Collection, and AO Collection to Amazon customers. 

Parallel to the launch of Amore Chat last year, Amorepacific made moves to integrate AI into its R&D process by launching a research program that uses AI to design biomaterials for hair strengthening.

The company also launched its “Create New Beauty” vision last year, motivated by the pursuit of leadership in the global personal care and cosmetics industries.

This vision has been working in the K-beauty giant’s favor so far, as the company reported its strongest financial performance since 2019 in its 2025 annual earnings summary. The company doubled its overseas profits, delivered a 9.5% revenue growth, and a 52.3% boost in operating profit.

Biotechnology-based anti-aging research and advanced cosmetic analysis technologies were key drivers in the group’s financial performance.