Amorepacific Launches Innovative AmoreMall App on ChatGPT: The Future of Personalized Beauty Shopping?

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On March 13, Amorepacific announced it has launched the Amore Mall app inside OpenAI’s ChatGPT, making it the first company in South Korea’s beauty industry to do so.

The App in ChatGPT (ChatGPT Apps) is a service OpenAI officially rolled out in October 2025. More than 900 million ChatGPT users worldwide can now use apps during conversations to access a variety of external services.

The Amore Mall ChatGPT app lets users browse and compare Amorepacific’s brands while chatting. Tell the app your skin type, concerns, and what you’re looking to achieve, and it’ll recommend products tailored to you. You can also compare ingredients, benefits, and prices in a conversational, easy-to-follow format. The recommendation engine draws on Amorepacific’s extensive beauty data and expertise to deliver answers that feel like a personalized consultation.

This ChatGPT app launch is part of Amorepacific’s “AI First” strategy. After introducing the AI chatbot Amore Chat on its own online store last year, the company is expanding its services to global AI platforms to double down on AI-driven commerce. Amorepacific plans to further refine the ChatGPT app and gradually add payment and delivery integrations as it positions itself to lead in the era of AI-agent commerce.

Meanwhile, Amorepacific continues to introduce beauty-tech services powered by generative AI. At CES 2025, it won an Innovation Award for its personalized virtual makeup solution, Wanna-Beauty AI. At CES 2026, the company unveiled an AI skin analysis and care solution developed by training deep-learning models on clinical experts’ evaluations of skin images.