Amorepacific launches customized makeup brand Tonework

South Korea’s cosmetics giant Amorepacific Corp. will officially launch its customized makeup brand "Tonework" on Tuesday.

Tonework precisely analyzes the tone of the face on the basis of AI algorithms, then uses robotics to make tailored liquid and Cushion foundations products. The device provides optimized color recommendations based on facial recognition technology and color science research. 

The customized technology applied in Tonework received an Innovation Award in the robotics category at CES 2023, a global consumer electronics and technology exhibition. With an AI-based color diagnosis algorithm, precise facial color measurements are taken, and the robot immediately manufactures the product based on the results.

Designed with meticulous research on skin tones from around the world, Tonework provides 150 colors that can be customized according to personal preferences, with options of two formulations (glow, semi-matte) and two product types foundations (liquid, cushion), totaling 600 options.

As the first-ever customized cosmetics brand, Tonework has received vegan certification from the Korea Agency of Vegan Certification and Services. It also incorporates sustainable packaging using Forest Stewardship Council (FSC)-certified paper and post-consumer recycled plastics.

A Tonework official stated that his company will continue research to define each individual's unique color as "authentic color" and strive to be a specialized makeup brand that helps everyone shine with their individuality.

The newly introduced "Tonework Vegan 150+ Foundation" and the cushion-type "Tonework Vegan 150+ Foundation To Go" can be experienced at the Amorestore inside Amorepacific's headquarters in Seoul's Yongsan. The products are also available for purchase on Naver Smart Store.

To commemorate the brand's launch, a pop-up store will be held at L7 Hongdae by Lotte from May 25 to July 19. Visitors can directly experience personalized makeup services. For more detailed information about the brand, visit the official website. 

Write to Kyeong-je Han at hankyung@hankyung.com