INNISFREE Malaysia Turns 10
Looking back at 10 Years of INNISFREE Malaysia
Friday, 5th December 2014.
That was the day that INNISFREE opened its first store in Malaysia in Sunway Pyramid and the first words in what would become the writing of a beautiful story.
As Korea’s first natural beauty brand, INNISFREE has always been a loud and proud advocate of the importance of caring for the planet. When we first hit Malaysian shores, the brand was focused on delivering the natural benefits of Jeju Island. All our products were made with key ingredients sourced responsibly from Jeju Island, allowing INNI-friends the opportunity to experience key parts of the island without the financial burden of a plane ticket.
INNISFREE’s Growth in Malaysia
It wasn’t long before Malaysian consumers started to connect with the brand. INNISFREE was especially popular among younger consumers, who were just starting their skincare journeys, because our products were easy to understand and priced affordably. It wasn’t long before more INNISFREE stores began to pop up around the Klang Valley as a response to the growing demand. It was in 2017 when INNISFREE made its first foray outside the Klang Valley, opening a store in AEON Tebrau City, Johor.
From Jumbo-sized products that require less plastic to produce to each highly anticipated Eco-Hankie Campaign, INNISFREE has continuously been looking for ways to encourage our shoppers to embrace a more eco-conscious lifestyle. While some of those particular campaigns have been phased out over the years, caring for the environment has remained one of the brand promises that drives INNISFREE forward to this day.
Eco-Conscious Beauty
INNISFREE’s own Green Forest Campaign was launched in 2012 as a way for the brand to do its part and give back to the planet by planting trees. INNISFREE Malaysia joined in this global effort in 2017 with the Tree Planting Project, partnering with the local organization Global Environment Centre (GEC) to help repopulate the Raja Musa Forest Reserve, a peat swamp forest in Selangor. The brand has returned year upon year, with INNI-friends in tow, to roll up our sleeves, pull our boots on, and get our hands dirty for the sake of this important work. As of today, the brand has planted 4,620 trees over 7,7 hectares.
INNISFREE Malaysia’s answer to the global INNISFREE Empty Bottle Recycling Campaign is Bottle Re:Play. The campaign encourages INNI-friends to hold onto their empty INNISFREE product bottles, clean them, and return them in store. The brand rewards eco-conscious INNI-friends with points that can go toward a later purchase, and the bottles get processed to be transformed back into recycled packaging for future INNISFREE products.
Green Innovation
Over the years, INNISFREE products have gone through multiple iterations as the brand has continued its research and innovation. This couldn’t be truer for the product that has become synonymous with the brand, the Green Tea Seed Hyaluronic Serum (once known as the Green Tea Seed Serum). One of the big breakthroughs for the formula of this product was in 2018 when Beauty Green Tea, a type of green tea cultivated for its benefits for skin, was introduced. The Green Tea Seed Hyaluronic Serum is now in its 5th generation, delivering 100% instant hydration satisfaction. It’s no surprise that this product has become a must-have in many INNI-friends’ skincare routines.
Changing with the Times
The many years since INNISFREE’s arrival in Malaysia has seen it through a number of logo changes as well. In 2023, the brand announced its new brand identity and 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. With this announcement came a new logo that embodies its promise and strong commitments. The color chosen for this logo is called “Active Green” and is inspired by the bold green shades of the Jeju Bija forest.
This year, INNISFREE Malaysia celebrates its 10th Anniversary - an INNI-versary, if you will. This milestone marks 10 years of growth and the trust Malaysian consumers have put into the brand.
We do not take this for granted and we hope to continue to expand our reach and deliver healthy beauty to all who are willing to search it out.
Thank you for these past ten years! We look forward to many more!
Team INNISFREE