Rebranded Innisfree K-Beauty Skincare Debuts in US

Skincare brand Innisfree has relaunched in US with new packaging, new logo and new clean and cruelty-free formulas. In addition, the brand has doubled distribution at Sephora US doors and is now stocked in more than 1,200 brick-and-mortar store locations including full distribution at Sephora at Kohl's.

The brand, which is owned by Amorepacific, says the US is its priority Western growth market.  It will double marketing investments in the region, according to reports.

“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 Q1 2024 alone, Innisfree has relaunched 43 products, including three new products—Green Tea Enzyme Vitamin C Brightening Serum, Daily UV Defense Mineral Sunscreen Broad Spectrum SPF 45, Green Tea Enzyme PHA Toner.

Packaging and logo updates are a nod to mother nature and the brand's heritage in green tea innovation, according to officials.

“The new brand identity and packaging design was developed with shopping at a multi-brand retailer like Sephora in mind,” said Bouzitat.

Through the increased distribution with Sephora and Sephora at Kohl's and future community engagement tactics, Innisfree has its sights on both current and new customers.

“We want Innisfree to become a nationwide household name and no longer the 'best kept secret' of K-Beauty,” remarked Bouzitat.

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