Korean Beauty Brand Innisfree Picks Paramus for first Mall Store

Innisfree, a Korean cosmetics brand with a devoted fan base in Asia and on social media, opened its first U.S. Thursday in New Jersey's largest mall, Westfield Garden State Plaza. The opening created a line of shoppers that snaked through the main level of the mall for most of Thursday morning. More than 300 shoppers waited for hours to enter the store. Why were they there? J.R. Yabut, 27, of Paramus, waiting in line with three of his friends. Isabella Ruiz, 22, also of Paramus. Innisfree has 1,714 stores across 13 countries, but you couldn't buy its products in the United States until a year ago, when it launched its U.S. U.S. store in Manhattan, in Union Square. More:NaturaBrasil opens at Garden State Plaza in U.S. Now, the brand is looking to branch out, and spread awarenessby opening at Garden State Plaza, considered to be one of the best places to introduce a new retailer to large numbers of mall shoppers, and to test how a retailer that is big overseas will do in this country.


Innisfree built its brand equity on three platforms: eco-friendly, natural products sourced from Jeju Island, a secluded volcanic island described as the Hawaii of Korea; the Korean-beauty or K-beauty trend taking the cosmetics world by storm; and affordable pricing, said Julien Bouzitat, vice president and general manager of Innisfree USA. The company's $1.80 face masks were cited by Innisfree fans on line Thursday as an example of the brand's affordability. The Korean beauty trend promotes skin care regimes that cleanse and tone with the goal of producing clear, clean, fresh-looking skin that looks good with no, or minimal, makeup. The Garden State Plaza store has a "green wall" of decorative leaves above the entrance, a reference to the green tea fields Innisfree owns and uses to produce its products. Products are made with green tea leaves and seeds, volcanic ash, clay, honey and other natural ingredients. The 800-square-foot Plaza store is much smaller than the New York flagship, which is designed to be more of an experience, Bouzitat said. The company plans to open a second New York flagship on Lexington Avenue, across from Bloomingdale's, and then open stores on the West Coast. The Plaza store is located near Sephora, the leading cosmetics retailer in U.S. Innisfree joins other international beauty brands that have moved into the mall recently. NaturaBrasil, a Brazilian brand that promises to preserve the rain forest while using its natural ingredients, opened at the Plaza in December.


Korean skincare and cosmetics are some of the most famous in the world. Not only are they renowned for taking care of your skin better than anything else, but Korean cosmetics are also usually very affordable. With these traits, along with the innovation going on in the Korean cosmetic industry, it’s easy to see why Korean cosmetics have rapidly risen in popularity. Along with Korean fashion, it’s quite common to see looks inspired by the country all over the world today. I recently wrote a post covering the best websites to purchase Korean cosmetics and skincare products on. All of the sites offer international shipping and are available in English. However, while writing the article I realised that I have yet to write about what kinds of cosmetics are actually popular in Korea! Specifically, which brands are popular. As a country with a booming industry in this field, there are a LOT of different brands to look through.


If you visit a Korean beauty website it’s easy to feel overwhelmed with the incredible selection of brands, products, and uses. It is with this in mind that I decided to put together this article today. If you’re looking for authentic Korean skincare or cosmetic brands that are actually well-known and popular in Korea look no further! I did a lot of research on Naver and Daum to put together this list and these are the most popular brands as of the time of writing. As someone not particularly versed in the field of cosmetics, I once again asked my girlfriend to help me with this article. She’s far more knowledgeable in the field than me and I consulted with her many times before putting this together. Finally, it is worth noting that this list does not contain all brands by any means. There are a lot of Korean cosmetic brands and I’ve included the majority of the very famous brands here.


However, there are always new brands being released and there are also brands that I may have forgotten to add. If you think anything is missing, please let me know in the comments! I will be updating this article in the future to include new brands. This article contains affiliate links. Affiliate links provide me with a percentage of purchases made from links on this page. This comes at no extra cost to you - for more information, please refer to my affiliate disclaimer. Before going into full details on every brand I have divided them into price ranges. Korean beauty covers all price ranges and it’s easy to find quality products in all price categories. Please note that many of these brands have both affordable and more premium products. Therefore, I have catagorised them by where the majority of their products fit. Etude House is a brand that focuses mainly on makeup products.

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