INNISFREE – New Look, New Clean & Cruelty-Free Formulations

March 21, 2024  18:20  |  Beauty Fashion

INNISFREE, a leading vegan skincare brand well-known for its high-efficiency, nature-powered formulas, officially reveals its global rebrand in the U.S. market today. This comprehensive rebrand includes fresh packaging, a new logo, and clean, cruelty-free formulations. Overlapping with this announcement is the news of doubling distribution at SEPHORA stores in the U.S., now available in over 1,200 brick-and-mortar locations, including full distribution at SEPHORA at Kohl’s.


INNISFREE – New Look, New Clean & Cruelty-Free Formulations

Photo – courtesy of INNISFREE ©


Renowned for its expertise in Green Tea skincare science, the Korean beauty brand attributes the evolution of its business model, adjustments in the consumer journey of brand discovery, and the competitive nature of the market as driving forces behind the new brand identity. Recognizing the U.S. as a priority growth market in the West, INNISFREE has doubled its marketing investments in the region. In Q1 2024 alone, the brand has relaunched 43 products, including three innovations: Green Tea Enzyme Vitamin C Brightening Serum, Daily UV Defense Mineral Sunscreen Broad Spectrum SPF 45, and Green Tea Enzyme PHA Toner. Moreover, INNISFREE proudly boasts Sephora’s ‘Clean at Sephora’ certification, is certified cruelty-free by PETA, and adheres to its INNISFREE-clean standard*.

“The new brand identity and packaging design were crafted with the SEPHORA shopping experience in mind,” stated Bouzitat. “Our bold INNISFREE green colourway sets us apart in a crowded market, and we’ve simplified the product portfolio for easy self-selection, using specific hues to define collections. For instance, green represents our Green Tea items, brown for Volcanic Clay, pink for Cherry Blossom, and so forth.”

INNISFREE products are affordably priced under $50, with most items falling within the $12 – $32 range. Top-selling SKUs include the 2023 Allure Best of Beauty-winning Daily UV Defense Sunscreen Broad Spectrum SPF 36, Super Volcanic Pore Clay Mask, and the Green Tea Seed Hyaluronic Cream & Serum.

*INNISFREE-clean signifies that every product is formulated without parabens, phthalates, formaldehyde, triclosan, triclocarban, talc, SLS/SLES, gluten, coal tar, BHT, or other potentially unfavourable ingredients.

Here’s more about INNISFREE’s latest product innovations:

Green Tea Enzyme PHA Toner: A leave-on, gentle daily exfoliant featuring 7% PHA and Green Tea Enzyme to visibly smooth and even out rough texture while hydrating skin with hyaluronic acid.

Green Tea Enzyme Vitamin C Brightening Serum: A brightening serum infused with vitamin C and enzymes from green tea, helping to visibly smooth and fade dark spots for a more even-toned, refined complexion.

Daily UV Defense Mineral Sunscreen Broad Spectrum SPF 45: A green-tinted mineral sunscreen containing eight types of hyaluronic acid, squalane, and soothing cica to protect while neutralizing visible redness.