The K-Beauty, vegan skincare brand Innisfree, has rebranded for the U.S. market with new packaging, a new logo, and clean cruelty-free formulas.
The brand, owned by Amorepacific, also doubled its distribution at Sephora and is now available in over 1,200 brick-and-mortar locations.
Innisfree has a completely redesigned brand identity to better compete in the US, the brand says, and has had a cult following for several years. Innisfree's latest launch is its Green Tea collection.
“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, due, in part, to its agility and ability to innovate," said Julien Bouzitat, General Manager, US, Innisfree.
The new packaging and logo feature an "Active Green" colorway hue developed by Innisfree.
"The new brand identity and packaging design was developed with shopping at a multi-brand retailer like Sephora in mind. Our signature, bold Innisfree green colorway makes us stand out in a crowded space. We have simplified the way to navigate the product portfolio for self-selection, utilizing specific hues to define collections,” Bouzitat explains.
Innisfree's latest launch is its Green Tea collection.
More Details About the Relaunch
In the first quarter of this year, Innisfree relaunched 43 products, including three new products:
- Green Tea Enzyme PHA Toner
- Daily UV Defense Mineral Sunscreen Broad Spectrum SPF 45
- Green Tea Enzyme Vitamin C Brightening Serum
The brand also received Sephora’s “Clean at Sephora” certification and is PETA cruelty-free certified.
