Innisfree was launched by Amorepacific in 2000 as the first natural brand in Korea, and everything ties back to one place: Jeju Island. Amorepacific holds around two hundred hectares of green tea fields there and more than a hundred patents on extracting EGCG from the leaf. Alongside the tea come volcanic clay, lava seawater and camellia. What it makes, the brand says, is affordable skincare with a conscious touch — nature and science together, from sustainably sourced ingredients — and it backs that with fair trade practice, recycling programmes for empties and reforestation.
