INNISFREE first set foot on Malaysian shores on 5th December 2014 with its flagship store in Sunway Pyramid. What was once a modest, K-beauty brand focused on delivering the natural benefits from Jeju Island has exploded in popularity over the last ten years.
Today, the brand boasts a presence in eight states with 20 standalone stores and more on the horizon. For December 2024, INNISFREE Malaysia celebrated its 10th Anniversary with an INNI-Mart-themed pop-up store to say “thank you” to INNI-friends who have made this journey possible.
The decor setting for the INNI-Mart pop-up was inspired by Korean convenience stores, and was recently held at Sunway Pyramid from 3 – 8 December 2024. At INNI-Mart, “shoppers” were treated to games, special discounts and promos as well as limited edition gifts with purchase available while stocks last.
Ever-Growing Commitment to Nature
INNISFREE debuted in the year 2000 as Korea’s first natural brand with an outward commitment to the environment. Over the years, the brand has held fast to its identity as an eco-conscious beauty brand focused on healthy beauty and developing products that are affordable, effective, and sustainable.
A Second Life For INNISFREE Bottles
INNISFREE’s reforestation effort, the Green Forest Campaign, has been ongoing since 2012. INNISFREE Malaysia joined in the endeavour in 2017 with the Tree Planting Project. Since then the brand has continued to work with the Global Environment Centre (GEC), expanding their contribution to the Raja Musa Forest Reserve year after year.
In 2022, GEC was recognised with the Merdeka Award (Environment Category) for its pioneering work in the conservation and protection of Malaysia’s environment and natural resources and INNISFREE Malaysia is proud to play a small role in that achievement. The brand’s long standing partnership with GEC has seen the planting of 4,620 trees over 7.7 hectares.
More Eco-Friendly Than Ever
Just last year, the brand announced a new logo and brand identity. With this rebranding came the unveiling of the concept of The New Isle, an idyllic place where it is possible to explore the unlimited possibilities of nature and pioneer new skincare solutions powered by the collective energy of mother nature and green innovation.
This innovation eventually became the driving force behind the brand’s most well-loved and most recognisable product: the Green Tea Seed Hyaluronic Serum (formerly known as the Green Tea Seed Serum). The Green Tea Seed Hyaluronic Serum is now in its 5th generation and remains a staple in many INNI-friends’ skincare routines.
“We are so grateful to Malaysian INNI-friends who have grown with us over the years,” said Mr. Alex Kim, Brand General Manager, INNISFREE Malaysia. “As a brand, our focus has always been on creating accessible and effective products and keeping our brand promise to the environment.”
“Our time in Malaysia has seen us through many changes and our continued success has only been possible because of our loyal Malaysian INNI-friends who have trusted and stuck by us. 10 years is an incredible achievement. At this juncture, we reflect on how far we’ve come as we continue to make plans for where we are excited to go next.” Added Mr. Alex Kim.
For more information about INNISFREE Malaysia and INNI-Mart, visit their website, Instagram, TikTok and Facebook.
Loved this? Stay updated with more stories that celebrate beauty, culture, and everything in between—only on Vie Asia. Check out our Instagram and TikTok too for all the latest Trends and Happenings!