Innisfree
Budget“Inspired by Jeju, made for skin.”
Innisfree was founded in 2000 in Seoul under Amorepacific, named for the Jeju Island ecosystem that supplies many of its hero ingredients (green tea, volcanic clay, camellia oil). It became a defining mass-market K-beauty brand of the 2010s, with the No-Sebum Mineral Powder, Green Tea Seed Serum, and Volcanic Pore Clay Mask achieving cult status well before "K-beauty" was a recognized retail category in the US.
On the color side, Innisfree's My Real Squeeze Lip Tint, Airy Matte Liquid Lipstick, and Skinny Microcara mascara are the makeup flagships, with prices typically $8–$18. The brand pulled its US flagship stores in 2019 but re-entered the American market through Amazon and YesStyle, and the Jeju ingredient story has helped Innisfree position as the gateway "clean-leaning" K-beauty brand at an accessible price. Strong overlap with drugstore demand makes it a frequent dupe-source for higher-end matte powder and lip tint formulas.
Known For
Flagship Products
- No-Sebum Mineral Powder
- My Real Squeeze Lip Tint
- Airy Matte Liquid Lipstick
- Skinny Microcara
- Green Tea Seed Serum
Brand Philosophy
Eco-conscious K-beauty rooted in Jeju Island — affordable, ingredient-led, with PETA cruelty-free certification.