B.READY, Amorepacific’s men’s cosmetics brand, is donating products worth KRW 34 million to the Republic of Korea Army’s 32nd Infantry Division as part of its “Save the Heroes” social contribution campaign.

“Save the Heroes” is a social contribution campaign through which B.READY has selected and supported a “Hero of the Year” every year since 2019.

B.READY has carried out a range of activities, including ▲ supporting firefighters’ mental health in 2019, ▲ donating mental health assessment and recovery equipment for firefighters in 2020, ▲ providing rescue uniforms and equipment to mountain rescue teams in 2021, and ▲ donating products to soldiers stationed at Army Guard Posts from 2022 to 2023.

The beneficiary of the 2025 campaign is the Republic of Korea Army’s 32nd Infantry Division, which recently contributed to apprehending Chinese nationals attempting to enter the country illegally by sea through the Yellow Sea and remains committed to its national defense duties. Through this donation, B.READY aims to express its gratitude and support to active-duty soldiers, boost their morale during their service, and encourage them as they prepare to return to civilian life after discharge.

A B.READY representative said, “Save the Heroes is a campaign created to express our gratitude and support for the unsung heroes who fulfill their responsibilities in their respective roles. We hope this donation provides the soldiers of the Republic of Korea Army’s 32nd Infantry Division with a small boost of energy and encouragement.”

B.READY plans to continue fulfilling its social responsibility by leveraging the brand’s expertise and carrying out initiatives in solidarity with heroes across a variety of fields.