Innisfree

Innisfree is one of the most popular cosmetics brands in South Korea. The company had a market share of 4.1 percent in 2016. The brand was created by AmorePacific in 2000. While the brand’s name derives from Yeats’ poem “The Lake Isle of Innisfree”, the brand’s concept is based on the green and natural image of Jeju Island. It is marketed as an eco-friendly brand and many ingredients are sourced from Jeju Island. The island is famous for its green tea, therefore one of the leading product lines feature green tea from the region. The brand has opened stores all over Asia and opened its first store in the United States in 2017.

Korean beauty on the rise

Korean beauty products are more popular than ever. Around 83 percent of South Korean consumers stated that they used Korean skincare products, over one third of those stated that all their skincare products are from Korean companies. Nevertheless, the popularity of Korean cosmetics exceeds country boarders: According to a survey conducted in 18 countries worldwide, around the same amount of respondents reported that Korean beauty products were “very popular” in their country.