Innisfree Opens NY Store

Amorepacific Group launched Innisfree in the United States by opening the brand’s first flagship at 862 Broadway in New York City’s Union Square neighborhood.


One of the fastest-growing brands in the Amorepacific Group, Innisfree caters to consumers’ ever-changing interests thanks to a fast-paced innovation process, diverse customizable offerings and engaging stores. Known for its innovative formulas and responsible green practices, Innisfree skin care products are formulated with an average of 80% naturally derived ingredients responsibly sourced from the pure and protected Korean island of Jeju. The New York flagship features two levels including the main store floor and a private mezzanine level that will house makeup artist masterclasses and K-beauty skin care training as well as green living classes. At 1,700 square feet, the main floor will feature a 21-foot-tall living green wall to illustrate the brand’s Jeju Island heritage, from where Innisfree responsibly sources most of its ingredients including green tea from 350 acres of USDA organic-certified green tea fields.


After steady order increases from its international e-store, Innisfree decided to bring its best-selling formulas stateside, along with 150 exclusives specifically created for the US consumer. These US exclusives include an expanded shade range, as well as multi-tasking products to fit into their modified 5-step US K-beauty routines. In addition to the new formulations, the brand conducted new clinical studies to ensure their best-sellers in Asia were just as effective on skin from other ethnicities.


“We believe it’s the right time to durably seed Innisfree in the US since the brand is perfectly aligned with the key expectations of American millennial and Gen-Z beauty consumers: we offer high-quality skin care with naturally-derived ingredients and Instagram-worthy personalized makeup, fast-paced innovation, immersive retail experience and authenticity through our responsibly sourced Jeju Island ingredients and green sustainable practices,” said Julien Bouzitat, vice president and general manager of Innisfree USA. “While our new e-commerce site will serve the entire country, we will focus the next 18 months on establishing our store presence in New York City, with ambitious expansion plans for the rest of the country to follow.”


Innisfree has opened more than 1,600 stores in Asia since its creation in 2000.