INNISFREE Malaysia Turns 10

Happy INNI-versary! 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. As the brand connected with Malaysian consumers, especially those in the early stages of their skincare journey, it began to grow. 

INNISFREE Malaysia Turns 10

INNISFREE stores popped up across the Klang Valley before they ventured further to meet the increasing demands of INNI-fans. Today, the brand boasts a presence in eight states with 20 standalone stores and more on the horizon. This December, INNISFREE Malaysia celebrates its 10th Anniversary with an INNI-Mart-themed pop-up store to say “thank you” to INNI-friends who have made this journey possible. 

(From left) INNISFREE Malaysia Brand General Manager Alex Kim, Sunway Malls CEO Mr.H.C. Chan and AMOREPACIFIC Malaysia Country General Manager Julie Wong at the ceremony of INNISFREE Malaysia’s 10th Anniversary in Sunway Pyramid

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. One of the ways INNISFREE Malaysia does its part is with its empty bottle recycling campaign, Bottle Re:Play, which rewards INNI-friends for saving and returning their empty and clean INNISFREE bottles in store. The emptied bottles go on to be crushed and turned into recycled plastic and glass before coming back as packaging materials for future INNISFREE products.

INNISFREE Malaysia celebrates its 10th Anniversary with an INNI-Mart-themed pop-up store event on the Ground Floor of Sunway Pyramid Water Feature from 2nd to 8th December 2024

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.  

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 has been 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.” 

In celebration of INNISFREE Malaysia’s 10th Anniversary, the brand has set up INNI-Mart, a pop-up store inspired by K-marts (Korean convenience stores). INNI-Mart will be “open for business” from the 2nd - 8th December at the Ground Floor, Sunway Pyramid Water Feature. At INNI-Mart, “shoppers” will be treated to games, special discounts and promos as well as limited edition gifts with purchase available while stocks last. 

For more information about INNISFREE Malaysia Turns 10, INNISFREE Malaysia and INNI-Mart, visit their website [innisfree.my], Instagram [innisfree_malaysia], TikTok [innisfreemy], and Facebook [innisfreeMYS]