Innisfree, a subsidiary of Amorepacifics, completely rebrands in the US market

The Korean vegan skincare brand known for its scientific expertise in green tea skincare is relaunching its range, introducing a new logo, new packaging and new clean and cruelty-free formulas across its portfolio. In the first quarter of 2024 alone, Innisfree relaunched 43 products, including three innovative products, 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 Korean beauty boom, which has taken the world by storm over the past decade and rapidly expanded from Asia to the Western world, in part due to its agility and ability to innovate." Innisfree US Brand General Manager Julien Bouzitat said. “At the same time, we’re seeing a surge of brands joining the clean and Naturally Derived skincare space. So it’s time for Innisfree to reaffirm its point of difference and strong storytelling while adapting to how the consumer journey has evolved from social media discovery to preferred places of purchase.”

Meanwhile, the Amororepacific brand is expanding its U.S. footprint, nearly doubling distribution in Sephora stores and now being present in more than 1,200 brick-and-mortar locations, including full distribution at Sephora at Kohl's.

"The new brand identity and packaging design were developed with shopping at a multi-brand retailer like Sephora in mind," Bouzitat continued. "Our signature, bold Innisfree Green color palette helps us stand out in a crowded space, and we’ve simplified the way we navigate our portfolio for self-selection, leveraging specific hues to define the range. Green represents for green tea products , brown for volcanic clay products, pink for cherry blossoms products, etc."

Innisfree views the United States as a priority growth market in the West and will double its marketing investment in the region. Innisfree retails for under $50, with most items priced between $12 and $32. Top-selling SKUs include Everyday UV Defense Broad Spectrum Sunscreen SPF 36, Super Volcanic Pore Clay Mask, and Green Tea Seed Hyaluronic Acid Cream and Serum.