Amos Professional has roots going back to 1976. According to Amorepacific corporate records, the company that eventually became Amos Professional was established on January 24, 1976, originally for the sale of cosmetics and hair products. Its corporate name subsequently changed several times before becoming Amos Professional. The documented corporate-name history is:2

• 1976 — Company established.
• December 1976 — Renamed Yumi Cosmetics Co., Ltd.
• 1981 — Renamed Taepyeongyang Jang-eop Co., Ltd.
• 1992 — Renamed Yumi Cosmetics Co., Ltd.
• January 1999 — Renamed AMOS Co., Ltd.
• December 1999 — Renamed AMOS Professional Co., Ltd.

The company’s development was increasingly focused on the professional beauty industry, particularly products and services designed around the needs of hair designers and salons. Historical industry documentation describes Amos as developing professional hair solutions including coloring, treatment, perm and styling products, while also positioning itself around professional education and technical expertise.

Amos Professional belongs to the Amorepacific Group, the South Korean beauty group behind brands such as Laneige, Innisfree, Etude, Hera and others. Amorepacific’s official brand portfolio currently lists Amos Professional under its professional hair-beauty brands.1

This relationship is important to the brand’s identity because Amos is not positioned simply as a mass-market shampoo brand. Instead, it operates within Amorepacific’s professional beauty ecosystem, using the group’s research and technological capabilities to develop products for professional hair applications.

AMOS’s Japanese official site describes it as the Amorepacific Group’s brand specifically focused on the professional market, while distinguishing its two professional brands:

• Amos Professional — professional hair beauty and styling.
• AYUNCHE — high-performance salon care with a more premium positioning.5

The current Amos Professional philosophy can be summarized around three major ideas.

1. K-Style Standard

Amos aims to contribute to and define contemporary Korean hair trends rather than simply follow international trends. Its official brand concept describes Amos Professional as a Korean professional hair-care brand that inspires professional artists and creates standards for K-Style.3 This connects the brand closely with the global popularity of Korean beauty and Korean hairstyling.

2. Professional research and technology

The brand emphasizes its “PRO LAB” concept, which combines research, testing, professional feedback and accumulated hair/scalp data. Amos states its research and quality-testing approach has developed over decades and uses feedback from professionals together with information about hair and scalp conditions to drive product innovation.

3. Salon-quality results at home

Another major part of the brand philosophy is the connection between salon treatment and home maintenance. The idea follows this progression:

Professional salon → professional treatment → take-home care → continued hair condition

Amos therefore develops products intended not only for use by hairstylists but also for consumers who want to maintain the results of professional salon services at home.

Amos Professional covers a broad professional hair-care portfolio.

Hair care

Its hair-care products include shampoos, treatments, masks, essences, oils and leave-in products designed for different hair conditions. Major current product families include:4

• True Repair — damaged-hair repair.
• Repair Cica — intensive repair and strengthening.
• The Green Tea — scalp and hair-fall-focused care.
• Pure Smart — scalp/dandruff-oriented care.
• Botanic Calm — botanical-oriented hair and scalp care.
• Curling — care and styling for curly/permed hair.

The brand’s current product catalog confirms categories spanning scalp care, damage care, styling, color care and perm care.

Scalp care

Scalp care is one of Amos’s important areas. Its portfolio includes products targeting oily scalp, dandruff/scalp buildup, scalp cleansing, hair-loss concerns, scalp balancing, strengthening, and scalp moisture. The The Green Tea and Pure Smart ranges are particularly associated with this side of the brand.

Damage repair

Amos has a substantial damage-repair portfolio aimed at hair affected by bleaching, coloring, chemical treatments, heat styling, repeated salon procedures, dryness and loss of hair strength. The True Repair and Repair Cica families are representative examples. Current products include shampoos, treatments, oils, serums, creams and bonding products.

Styling

The company produces professional styling products for creating and maintaining hairstyles, including products for volume, curls, texture and finishing. Its professional catalog includes products such as volumizing fluid, down cream, leave-in foam and other styling products.

Coloring and perming

Historically, professional chemical services have been an important part of Amos’s business. The company’s professional positioning includes hair coloring and perm-related products, reflecting its origins as a salon-oriented hair brand rather than simply a consumer shampoo company.

The Green Tea

The Green Tea is one of Amos Professional’s best-known lines. The range is strongly associated with scalp health, cleansing, strengthening and hair-loss-oriented care. Current products include Green Tea shampoos, packs, volume mist and intensive ampoules.4 The line is recognizable because of its use of green-tea-related ingredients and technology within the Amos product concept.

True Repair

True Repair is positioned toward damaged hair. The range includes products such as True Repair Shampoo, True Repair Treatment, True Repair Essence and True Repair Night Cream. It is designed around maintaining and improving the condition of damaged hair, especially hair exposed to chemical and styling processes.

Repair Cica

Repair Cica is a newer repair-focused family centered around intensive hair repair. Its portfolio includes Repair Cica Shampoo, Repair Cica Treatment, Repair Cica Protein Cream, Repair Cica Serum Treatment and Repair Cica Bonding Oil. The line is aimed particularly at highly damaged hair and strengthening/repair-oriented care.

Pure Smart

Pure Smart focuses more heavily on scalp cleansing and scalp-condition management, with products designed around concerns such as dandruff, excess oil and buildup. Current versions include Fresh, Moist and Deep Action products.

Curling

The Curling range is designed for curly or permed hair, including products such as Curling Essence 2X. This reflects Amos’s traditional connection with Korean salon services such as perming and styling.

One of Amos Professional’s biggest distinguishing characteristics is its relationship with hair salons and hair designers. Rather than treating the hairstylist simply as a retailer, Amos positions professional hair designers as an important part of its ecosystem.

The company operates AMOS Academy, an education platform intended to support professional development. Its educational programs cover areas such as technical skills, trend looks, business, mindset and career development.

Historically, Amos also developed digital education initiatives. Amorepacific documentation notes the launch of AMOS Mobile Academy in 2017, providing hair designers with educational content covering coloring, perming, cutting, salon marketing, business and customer satisfaction.

This education component is a significant part of what differentiates Amos from an ordinary retail hair-care brand.

Amos Professional has historically been positioned as one of the leading professional hair brands in South Korea. The brand’s Japanese official site describes it as Korea’s No. 1 salon-share brand, while its corporate materials emphasize its long-standing position in the Korean professional hair market.5

One published AMOS company description states that, based on 2020 Korean salon figures, 55,374 of 105,034 hair salons were trading with Amos Professional—approximately half of the country’s salons. That figure should be understood as a 2020 company-reported distribution/trading statistic, rather than a current market-share measurement.

Although Amos Professional originated in South Korea and remains strongly associated with Korean salons, the brand has expanded internationally. It has dedicated or localized distribution in markets including Japan and Singapore, among others.

In Singapore, Amos products are currently listed by Watsons Singapore, including True Repair, Green Tea, Repair Cica and Pure Smart products. The brand also operates an official Singapore online presence, demonstrating its growing consumer-facing international distribution.5

Amos Professional occupies a position within the broader K-Beauty phenomenon. Many internationally popular Korean beauty brands concentrate on skincare or makeup. Amos instead represents the professional hair-beauty side of K-Beauty. Its identity combines Korean trends, salon expertise, hair science, professional education and consumer home care. This makes Amos relevant to the development of modern Korean hairstyling and the internationalization of Korean salon culture.

Amos’s current international positioning can essentially be summarized as Trendy + Professional + Science-based + Salon-oriented. Amorepacific itself describes the brand with the phrase “Trendy & Trust Worthy Professional Hair Beauty.”1 That positioning distinguishes Amos from inexpensive mass-market hair-care brands. Its core proposition is not merely cleaner hair or better-looking hair, but professional hair beauty backed by salon expertise and research.

A useful way to understand Amos is to compare its business model with a typical shampoo brand.

Amos has developed a reputation particularly among people interested in Korean hair care and salon-quality products. Current Korean beauty-product databases list a large Amos portfolio, with products spanning scalp care, damage repair, volumizing and styling.7

Its popularity is visible internationally through official and authorized retail channels. For example, Singapore’s Watsons currently carries multiple Amos product families, while the Singapore official marketplace lists products from Green Tea, True Repair, Pure Smart and Repair Cica.

From a corporate perspective, Amos Professional is significant because it represents Amorepacific’s specialization in the professional hair market. Amorepacific has numerous consumer beauty brands, but Amos serves a different function: it builds relationships with salons, stylists and professional hair designers, while also translating professional techniques into products that consumers can use at home.6

Its sister professional brand, AYUNCHE, occupies a more premium salon-care position within the same professional ecosystem.

1. AMOS PROFESSIONAL
2. Official AMOS PROFESSIONAL website
3. 2. 아모스프로스페셜(Amos Professional
4. AMOS PROFESSIONAL – Global AMORE MALL
5. 〖公式〗amos PROFESSIONAL｜韓国ヘアサロンシェアNo.1ブランド
6. ABOUT US（ブランドについて・会社概要）｜アモスプロフェッショナル公式オンラインショップ
7. All amosprofessional Products Ranked by User Reviews