Innisfree opens its 10th store in Australia, more planned

Korea's number one beauty brand continues its expansion plans.

Innisfree, owned by South Korean beauty titan AmorePacific, celebrates its 20th anniversary this year.

The eco-friendly beauty brand derives its name from the W.B. Yeats poem, The Lake Isle of Innisfree, and AmorePacific’s goal is to make Innisfree the biggest skincare and cosmetics brand in South Korea.

With over 600 SKUs, the brand operates 1750 standalone stores in 15 countries, serving 20 million customers worldwide.

Innisfree opened its first Australian store in Melbourne in 2018, followed by two more stores in Victoria.

Its first Sydney store opened in the iconic QVB building in March last year.

The brand runs with the tagline – Korea’s number one beauty brand – and 13 bottles of its Green Tea Seed Serum are sold somewhere in the world every minute.

Innisfree closed its Australian stores for four weeks in April during the pandemic lockdown, but has re-opened for business.

The brand has recently opened its 10th Aussie store in Westfield Hurstville in Sydney’s south.

Two more stores are scheduled to open in Westfield Parramatta and Westfield Burwood in Sydney over the next two months.

Innisfree also has a partnership with Adore Beauty, the leading online beauty retailer.

Other important markets for the brand include the US, Canada, China, Japan, India, Singapore and Hong Kong.

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