The Innisfree US Store just opened in Union Square in New York City and it’s insanely cool. Read on to find out more about the store experience and some of their US specific launches!
It was a busy day in Union Square today thanks to the exciting grand opening of the Innisfree store at 862 Broadway. This is a huge step for the K-beauty brand and marks its first store outside of Asia.
After passing a line that stretched two blocks, I got into the amazing store and saw some of the classic Innisfree products right away—like the Intensive Hydrating Serum with Green Tea Seed and Pore Clearing Clay Mousse Mask with Super Volcanic Cluster. As we saw earlier at their private US launch, the serum boasts green tea freshly squeezed from Jeju Island and is a USDA certified organic product. The Volcanic mask likewise uses natural elements—in this case Super Volcanic Clusters—to help combat large pores and blackheads, sucking up all the excess dirt and oil.
But the most exciting of all is their expansion of the My Cushion for the US launch. Now the Innisfree compact comes in 14 shades, which makes it available to just about anyone. Also specific to the US launch is a cute stars and stripes, red white and blue print! They even had a skin ID station to guide you through finding your match.
And since I’m a huge fan of packaging I have to mention the fun display of over 102 compact patterns decorating the right wall, which makes picking out a foundation in the store a fun and customizable experience.
The store itself is a “Green Store,” with a live plant garden covering the entire left wall of the room. It has a built-in system that keeps the plants healthy and according to Innisfree brings a little bit of Jeju Island to NYC—an oasis in the city. It honestly smells so good you’ll never want to leave.
Then heading upstairs (yes—there is an upstairs!) I found a great photo op at their GIF booth, where you could pose with plenty of adorable Innisfree cut outs. And what would a grand opening be without a little free Innisfree It’s A Real Squeeze Green Tea Mask swag:
Head over to the store and check it out! You’ll receive a free eco-friendly tote with any purchase over $20 while supplies last.