| Category | Mass Natural Skincare |
| Founded | 2000 |
| Headquarters | Seoul, Korea (Amorepacific) |
| Listing | Parent Amorepacific listed on KRX (090430) |
| Latest revenue | Brand revenue not disclosed separately |
| Hero SKUs | Green Tea Seed Serum |
Brand History
Innisfree was founded by Amorepacific in 2000 around 'naturalism': Jeju green tea, volcanic clay, rapeseed honey — turning raw-material provenance into brand narrative. Priced at RMB 50-200, between mass and masstige, it captured the 2010s demand from young Chinese shoppers for a first skincare routine.
Its China expansion was pure product of its era: single-brand stores. Entering in 2012, it rolled out green-fronted standalone shops that became shopping-mall fixtures; the store was not only a point of sale but the stage for the Jeju story. After 2016, K-beauty retreated, the THAAD dispute soured sentiment, and domestic brands rose with faster drops and stronger e-commerce, so the model failed quickly — high rent and low productivity turned single-brand stores into a liability and the network was cut sharply. The brand shifted to e-commerce and cross-border, refocusing the line on a few memory points: Green Tea Seed Serum and volcanic clay masks.
Hero Products
Three-Year Financials
Neither the brand nor its parent publishes audited annual financials; no estimates are provided.
Brand-level：Revenue is not public. Innisfree was the most successful Korean single-brand store in China, peaking in store count around 2016; as K-beauty retreated and domestic brands rose, stores were cut sharply and the focus shifted to e-commerce and cross-border.
Source：Amorepacific public materials; brand information; trade press
Company Coverage
- 2025-09K-beauty share keeps shrinking
The single-brand store model fades as Korean brands pivot to cross-border and content commerce.
Source：Trade media - 2025-03Refocus on hero SKUs
Green Tea Seed and volcanic clay take the resources as SKU count is cut.
Source：Trade media - 2024-10Group resets China channels
Amorepacific optimises its offline network in China and shifts to e-commerce and travel retail.
Source：Company statement
Editor's note: Innisfree is a specimen of an era — proof that store experience plus a nature narrative can scale fast, and that the model is fragile in an e-commerce age. A comeback will not come from more stores but from a product reason explainable in three seconds on a phone screen.