The vegan skincare Korean brand, known for its expertise in Green Tea skincare science, is relaunching its ranges, introducing new logo, new packaging and new clean and cruelty-free formulas across its portfolio. In Q1 2024 alone, Innisfree has relaunched 43 products, including three new innovations (Green Tea Enzyme Vitamin C Brightening Serum, Daily UV Defense Mineral Sunscreen Broad Spectrum SPF 45, Green Tea Enzyme PHA Toner).

"Innisfree has been one of the leading brands at the forefront of the K-Beauty craze, taking over the world for the last decade and rapidly expanding from Asia to the Western world, in part, due to its agility and ability to innovate," said Julien Bouzitat, US Brand General Manager - Innisfree. "At the same time, we have seen a significant number of brands joining the clean and [nature-derived] skincare space. So it was time for Innisfree to reassert its points of difference and strong storytelling while adapting to how the consumer journey has evolved from social media discovery to preferred places of purchase."

In parallel, the Amororepacific brand is expanding its U.S. footprint, nearly doubling distribution at Sephora doors - now in more than 1,200 brick-and-mortar store locations including full distribution at Sephora at Kohl’s.

"The new brand identity and packaging design was developed with shopping at a multi-brand retailer like Sephora in mind," continued Bouzitat. "Our signature, bold Innisfree green colorway makes us stand out in a crowded space and we have simplified the way to navigate the product portfolio for self-selection, utilizing specific hues to define collections. Green for our Green Tea items, brown for Volcanic Clay, pink for Cherry Blossom and so on."

Innisfree considers the U.S. as the priority Western growth market, and is doubling its marketing investments in the region.

"We want Innisfree to become a nationwide household name and no longer the ’best kept secret’ of K-Beauty," concluded Bouzitat.

Innisfree retails for under $50 with most items falling in the $12 - $32 range. Best-selling SKUs include Daily UV Defense Sunscreen Broad Spectrum SPF 36, Super Volcanic Pore Clay Mask, and the Green Tea Seed Hyaluronic Cream & Serum.