Korean cosmetics giant AmorePacific Corporation (Sulwhasoo, LANEIGE, Mamonde, Etude House, IOPE, innisfree, Hera, Annick Goutal, Lolita Lempicka, Happy Bath, …) and Parfums Christian Dior have signed a strategic partnership regarding the use of AmorePacific’s ‘cushion’ technology.

AmorePacific has so far introduced ’cushion’ products under 13 different in-house brands. Photo © AmorePacific

The term “cushion” refers to a makeup compact built with a specially-designed sponge that contains and preserves a makeup liquid (usually a foundation, blended with sunscreens and skincare actives) applied with a dedicated sponge. This innovative combination of an airtight packaging and applicator, allows preserving, transporting, and easily applying liquid foundations. Since its initial launch in 2008 under the IOPE brand, this technology has gained unprecedented popularity around the world, giving birth to the creation of a new make-up category. AmorePacific has so far introduced ’cushion’ products under 13 different in-house brands.

The AmorePacific Group has submitted no less than 143 patent applications over this technology and currently holds 14 registered patents both in South Korea and abroad.

“This agreement holds great significance in that our ‘cushion’ technology is appreciated by one of the world’s most respected luxury brand companies and a powerhouse in the global beauty industry,” said Sang-Bae Shim, President of AmorePacific Corporation, adding that the group will continue to invest in developing cutting-edge modern technologies.

Thanks to this agreement, Christian Dior should be able to use AmorePacific’s technology for its own products, in particular with cosmetic formulations adapted to the tastes and needs of European and North American consumers.