Innisfree, a renowned South Korean skincare brand under Amore Pacific, has unveiled a comprehensive rebranding strategy tailored for the U.S. market. This initiative encompasses new packaging, a refreshed logo, and the introduction of clean, cruelty-free formulations. Concurrently, Innisfree has expanded its presence in Sephora, now featuring in over 1,200 physical locations across the nation.

The rebranding effort is characterized by a shift from the brand's traditional green packaging to a distinctive 'Active Green' hue, aiming to enhance visibility and appeal within the competitive retail environment. Julien Bouzitat, General Manager of Innisfree U.S., emphasized that the new brand identity and packaging design were developed with multi-brand retailers like Sephora in mind, utilizing specific hues to define collections and facilitate consumer navigation.

In the first quarter of the year, Innisfree relaunched 43 products, including notable additions such as the Green Tea Enzyme PHA Toner, Daily UV Defense Mineral Sunscreen Broad Spectrum SPF 45, and Green Tea Enzyme Vitamin C Brightening Serum. These products have received Sephora’s 'Clean at Sephora' certification and are PETA cruelty-free certified, underscoring the brand's commitment to ethical and sustainable practices.

Innisfree's dedication to sustainability is further exemplified by its 'Green Life' campaign, initiated in 2003, which encourages customers to return empty product bottles for recycling. By 2020, approximately 30,000 empty bottles had been collected, highlighting the brand's ongoing efforts to promote environmental responsibility.

This strategic rebranding and expansion signify Innisfree's commitment to aligning with evolving consumer preferences in the U.S., focusing on clean beauty and sustainability. By integrating these values into its core operations, Innisfree aims to strengthen its position in the global skincare market.