By Faith Hope Consolo
K-Beauty Kicking It Mainstream
Innisfree, the South Korean skincare and cosmetics brand, opened its first storefront in the United States last fall—right in the heart of New York City’s Union Square, 862 Broadway. The Amorepacific-owned cult-fave focuses on naturally derived ingredients, specifically sourced from the volcanic, mineral-rich ecosystem of Jeju Island. The store not only boasts hundreds of products, but it also features a creative and immersive make-up experience. The space is packed with Instagrammable moments; the temperature is cool to mimic an ocean breeze, and it is scented with the brand’s signature green tea scent; and shoppers can marvel at a 21-foot-tall living green wall to illustrate the brand’s Jeju Island heritage. Growing its presence, Innisfree will open its second U.S. location at 750 Lexington Avenue, one of the premier retail corridors in the country. This urban oasis offers a sensorial escape into beauty land!