Korean Brand Innisfree is now available at sephora.com. Well, not all of Innisfree! It seems limited to a select amount of skincare but no color cosmetics. I think this is a weird and crazy move for Innisfree and likely a limited engagement thing as well.
First off, if you live in Manhattan and you hit up the Union Square Farmer’s Market I’m sure one of your stops is Innisfree. I know I hit it up before I go to the Farmer’s Market. It’s my little ritual to wander around the store and swatch and play. The girl’s there area really nice and aren’t aggressive plus the reward system is pretty nice. That’s why I’m not understanding why they would want to launch at Sephora as from my understanding Sephora brand contracts are pretty harsh. It’s been speculate debate that OCD Cosmetics’ demise was due to their launch at Sephora.
If you don’t live in Manhattan? Still no issues! You can snag what you need from the brand’s website. It just doesn’t seem cost effective for them to launch at Sephora. But I guess the exposure will be great for them. However, like most K-Beauty brands I suspect this will be a limited engagement. Within a year, they’ll likely clearance out and disappear from Sephora’s site forever.
Or maybe they’ll thrive. We’ll see!
You can buy Innisfree now at Sephora.