Ceramide cream
M.D. Dual Repair Lift Cream
Combines ceramide NP and fermented ingredients in a dense, enveloping cream texture.
Coming soon
CeramidesComing soon
AP BEAUTY
AP Beauty foregrounds formula and texture technology in Amorepacific’s M.D. skincare range. The Dual Repair family pairs a dense cream with a liquid moisture step, alongside dedicated eye care.
Signature discoveries
Explore the brand through its signature products and ranges.
Liquid cream
M.D. Dual Repair Lift Liquid Cream
With squalane, panthenol and ceramide NP, this liquid cream offers a lighter layering step.
Coming soon
Eye treatment
M.D. Lift & Firm Dual Eye Treatment
An eye treatment formulated with BEXTINOL and cross-linked hyaluronic acid.
Coming soon
The brand’s essence
Ceramides
The essence selection is grounded in ceramide NP on the official Dual Repair Lift Cream ingredient list. The ivory swatch interprets its enveloping cream texture.
Origins and history
AP Beauty’s current identity took shape through AMOREPACIFIC’s comprehensive repositioning in January 2024. AP means “Apex of Skincare”. The transformation gathered the group’s decades of research into a focused premium brand, reconsidering ingredient development, presentation and user experience together.
The redesign went beyond a logo. Product families, packaging and retail spaces were considered together. M.D. Dual Repair Lift Cream was introduced as a starting point combining proprietary ingredients such as PDRN and EXOYNE. Technical origins became a framework for explaining product development.
An event at Shanghai’s Jiuguang department store on 13 July 2024 made the post-rebranding Chinese debut visible. AP Beauty thus continued AMOREPACIFIC’s heritage while rebuilding its products, design and international presentation within one period.
Milestones
2024
January rebranding
AMOREPACIFIC was renewed as AP Beauty.
Amorepacific — AP rebranding, 7 February 20242024
Shanghai introduction
Chinese launch event held on 13 July.
Amorepacific — Shanghai launch, 15 July 2024
