9/13/2017 Update: The Innisfree flagship store opens in New York City on September 15th, 2017! Check it out on 862 Broadway, Union Square.
Get an inside look at the Innisfree products coming to the US this fall—from new cushion compacts to innovative takes on the brand’s famous products.
There’s a reason why you can’t think about Korean beauty without Innisfree. Along with big brands like Missha, Etude House and Laneige, Innisfree is one of the top beauty brands in Korea that offers everything from skin care to makeup. From eyeliners that sharpen themselves to customizable cushion compacts with over 100 case designs, Innisfree is extremely well-known in Korea for its innovation and customization.
In the busy parts of Seoul, you can’t go more than a few blocks without spotting an Innisfree store. Inside, there is always beautiful greenery decorating the walls and beauty assistants with white aprons and miniature gadgets to measure your skin’s moisture level. And of course, there are many Korean women trying out the newest lipsticks and stocking up on Innisfree’s cult favorite skin care products.
At Innisfree’s private US launch event yesterday, I was able to get a sneak peek at which of the brand’s popular collections made it stateside! If you’re into natural skin care, this is especially the brand to watch out for. On average, their skin care products contain 80% naturally derived ingredients and feature innovative plant-based formulas using ingredients like orchid, soybean, camellia, and of course, green tea.
Innisfree uses freshly squeezed USDA organic-certified green tea leaves from Jeju Island for its green tea products. Green tea contains a high level of antioxidants, which fight off free radicals and prevent premature aging. Green tea is also anti-inflammatory, antibacterial, and effective in hydrating and depuffing the skin. Jeju Island, known as the “Hawaii of Asia,” is home to beautiful beaches and rare skin care ingredients. In fact, it’s a popular vacation spot for Koreans.
Innisfree’s #1 product—and the one I recommend that you check out first—is the Intensive Hydrating Serum with Green Tea Seed, known as The Green Tea Seed Serum in Korea. Eight bottles of this serum are sold every minute worldwide. Sarah from 2hearts1seoul uses it every day in her routine to reduce the redness around her nose and I’ve personally gone through two bottles of this myself because it’s so hydrating.
You might not associate anything ‘volcanic’ with skin care, but Innisfree’s Jeju Volcanic Clay line is phenomenal if you’re dealing with large pores and blackheads. The volcanic eruptions on Jeju Island scattered hot lava fragments throughout the island, which solidified as they cooled. These fragments are naturally porous and packed with minerals. On your skin, they suck up excess oil and dirt from your pores.
For years, my summer routine has consisted of using their Jeju Volcanic Pore Clay Mask, which comes in a jar, once a week. It’s super creamy and gives me noticeable results without totally drying out my skin like other clay masks I’ve tried (or DIY’d). But the same mask now also comes as a mousse mask in a pump bottle, which is called The Pore Clearing Clay Mousse Mask. It makes the clay mask way easier and less messy to use. This mousse mask sold out in 15 days when it was first released in Korea!
Orchids are not yet well-known as a skin care ingredient in the US. But like green tea, orchid extract contains a high level of antioxidants and provides anti-aging benefits.
The Orchid Cream series comes in three different consistencies, so you can pick and choose depending on your skin type and season. I had the hardest time choosing my favorite—I can see myself using the lightweight gel version for my T-zone and the summertime, but I also liked the rich version for my dry areas and of course, the enriched version for every day. They all smell heavenly and the packaging is gorgeous.
If you love sheet masks, it’s time to stock up. The It’s Real Squeeze Masks are triple-layered microfiber sheet masks that come in 16 different formulas and—fitting in with Innisfree’s reputation for being highly customizable—you can choose by skin concern. Each mask is only $1.95, so you can finally sheet mask every single day without breaking the bank.
This is where it gets really exciting…
Contrary to the myth, Korean beauty brands are recognizing that they need to carry more shades than just Fair to Medium. Innisfree really took the lead with their cushion compacts by offering 14 different shades, divided into Cool, Neutral, and Warm. There are two different formulas as well: Aqua-Fit for a dewy, glowy finish and Matte Full Cover for a matte finish. I tested both, and I can tell you that the Matte version is actually matte.
Learn how to apply a cushion compact here.
Once you pick your shade, you can choose from 102 different case designs. Given how adorable these cases are, you might be struck with a case of indecisiveness, even if you’re usually a decisive, cut-to-the-chase shopper. My advice: Bring a friend to force you out of the store.
You can now shop the best of Innisfree on their US website. If you’re based in NYC, you can test out their products at their first brick-and-mortar store at 862 Broadway, Union Square starting on September 15th, 2017.