Innisfree opens in Melbourne

After 18 years of global expansion, K-beauty brand innisfree has launched into Australia.

Innisfree, the #1 beauty brand in Korea for the last two years according to Total Cosmetic, has opened a store in Melbourne Central.

The store will stock over 600 skincare, make-up and hair care products including innisfree’s “most-loved products” − Green Tea Seed Serum, Jeju Orchid Enriched Cream, Super Volcanic Clay Mousse Mask and My Real Squeeze Masks.

Speaking at the store opening, Innisfree Australia general manager Brian Jeong said the brand offers innovative beauty solutions powered by the finest ingredients found on Korea’s pristine Jeju Island which “thanks to its volcanic origins” is a fertile oasis with “a unique ecosystem of powerful ingredients to nurture beautiful skin”.

“All innisfree’s skincare products are formulated with an average of 80 percent naturally-derived ingredients responsibly sourced from Jeju.”

As innisfree celebrates the opening of the new store, Professional Beauty asked Brian a few questions about the brand and its move into Australia.

Why did innisfree decide to launch a bricks-and-mortar store in Australia?
The Australian beauty consumer is well-known to be trend driven, yet also conscious of the products and ingredients that are being applied to their skin. They are always looking for the next ‘creation’ or global release. Innisfree is committed to providing customers with naturally-derived skincare and customised make-up products. At innisfree, we believe our brand ethos and commitment to the environment mirrors both the passion and conscientiousness of the Australian beauty consumer.

How big is the demand for Korean beauty brands in Australia?
The Korean cosmetic industry is one of the fastest growing global markets for beauty and personal care. The Korean approach to beauty is all about preservation. Whilst women from other parts of the world might not consider a full skincare routine until they notice a blemish or fine lines forming, Korean women meticulously care for their skin before any damage has been done from a very young age. This approach is quickly being adopted globally, with the Australian beauty market demanding access to Korea’s top beauty brands.

What’s driving this demand?
Australian consumers are very beauty conscious with a keen interest in global trends and innovation developed particularly to protect against factors that cause skin damage. They also prefer a natural makeup look with healthy, hydrated skin, which is what Korean skincare is all about.

How is innisfree different to other K-beauty brands?
Innisfree offers choice and customised solutions for all kinds of skin concerns and make-up needs. Everyone who visits an innisfree store can find products that are designed especially for them, enabling customers to express who they are with their own curated beauty items.

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