When Julien Bouzitat, AmorePacific chief marketing and digital officer, started working in marketing in 2000, his proposed path ahead looked very different from what he does today.

"In the early 2000s, it was actually trade marketing, working with retailers or distributors on promotions and displays, pricing, and a little bit of advertising. There was no social media, there were no influencers, there was not even e-commerce," said Bouzitat on the most recent episode of the Glossy Beauty Podcast. "Not to date myself, but we were just at the very beginning of adding websites to present the brand or present the product. I would say 80% of what I do today did not exist, literally."

After stints with L'Oréal, Bastide and Fresh, Bouzitat landed at AmorePacific's Innisfree about five years ago, where he led the indie brand's expansion from Korea to the U.S. In August 2020, he was appointed to his current role, where he oversees the conglomerate's U.S. brands, Laneige, Innisfree, Sulwhasoo and AmorePacific. Like most beauty companies operating under the veil of Covid-19, the AmorePacific's digital strategy has never been more important.

"When the pandemic hit back in March, we were actually finalizing all our re-platforming and optimization of our ecosystem, so we got kind of lucky. We were able to maximize that growth very quickly and, of course, change our investments and our programs to go digital-first," he said.

But the right partnerships are still driving growth in the U.S. Case in point: the company's partnership with Sephora for Laneige.