Amorepacific announced on the 10th that it participated in the World Congress of Hair Research (WCHR 2026), held from May 28 to 31 at COEX in Seoul, presenting research findings on the mechanisms determining hair quality and its 'Hair Longevity' initiative. This event brought together leading experts in hair research from around the globe, underscoring Amorepacific's leadership in scientific innovation within the beauty sector.

Traditionally, as individuals age, hair tends to thin, break easily, and lose elasticity. Many consumers are concerned about diminishing volume and recurrent damage, often relying on existing solutions that primarily emphasize post-damage recovery or superficial coatings. However, Amorepacific's R&I Center highlighted a shift in this paradigm by focusing on how quality can be determined right from the initial stages of hair formation.

This research indicates that the visible hair we see is merely the outcome of a much earlier developmental process occurring in hair follicles beneath the scalp. The findings demonstrated that even seemingly similar hair types can exhibit significant differences in internal structure and strength due to age. This suggests that hair characteristics are not solely cumulative results of external damage but can be influenced by the structural traits established during the early formation stages.

Through this perspective, the research reveals that issues such as thinning, breakage, and reduced elasticity may stem more from initial quality differences in hair formation than from surface damage. This approach points toward a revolutionary business model in haircare that could lead to products designed for long-term strength, shine, and volume, moving beyond transient solutions to potentially transform consumer expectations of hair health.

Furthermore, in collaboration with Professor Sung Young-kwan's research team at Kyungpook National University, Amorepacific identified critical factors influencing hair structure formation. The research confirmed that modulating these factors results in observable changes in hair structure, suggesting that they may play a significant role in determining actual hair quality, extending beyond mere aging indicators.

In conjunction with Croda, a leading global supplier of active ingredients, Amorepacific developed the optimal peptide ingredient 'GROW-PEP™', inspired by scalp structure. This collaboration paves the way for supporting healthier hair structures from the formation stage, reinforcing the prospects of an innovative approach to hair wellness. The implications of this study are profound, as it examines the conditions necessary for maintaining healthy hair over time. The results will be incorporated into Amorepacific's luxury brand, 'RootZen'.

According to Seo Byeong-hwi, CTO of Amorepacific's R&I Center, “This research is significant as it identifies core factors that determine quality at the formation stage, prior to visible changes in hair. Amorepacific will continue its 'Holistic Longevity Solution' vision, advancing biological research at the follicular level to sustain healthy hair states over time.” This strategic direction not only fortifies Amorepacific's competitive position in the sector but also signals a transformative future in haircare practices.