Fragrance house

Innisfree

Innisfree was launched by Amorepacific in 2000 as Korea’s first natural brand, presenting natural benefits from Jeju Island. Its early identity centered on natural ingredients, Jeju-derived benefits, and environmentally conscious beauty practices. The brand began its empty-bottle recycling campaign in 2003, and launched its Jeju Green Tea line in 2008, making green tea a durable part of its ingredient story. In January 2010, Amorepacific spun off the Innisfree business into an independent corporation; that year, Innisfree introduced a Green Business Roadmap focused on natural and reliable ingredients, ethical consumption, eco-friendly design, and reduced environmental impact. Its contemporary approach combines Jeju-sourced botanicals with Korean skin science. In 2023, a major rebranding changed its slogan, logo, product design, and communications while broadening the brand’s identity beyond a narrow focus on Jeju. The repositioning defined Innisfree as an active skincare brand combining nature-derived ingredients with Amorepacific’s research capabilities, and included the reformulation and repackaging of its Green Tea line.