May 11, 2021

Innisfree Next Pandemic Victim Plans On Closing US Stores

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Korean brand Innisfree announced this past Friday that all North America starts will start closing citing the pandemic. We got our first Innisfree store here in New York back in 2017 and a few have popped up since. No one panic as the brand will continue to be sold at and I assume they’ll keep their website site open as well.

Amorepacific is having a hell of a time lately with some of it’s K-Beauty brands. Etude House faces the same struggles as Innisfree and began closing stores before the pandemic.

Apparently Amorepacific’s wants to focus more on their digital outlets versus their physical ones as online sales remain very strong.

It’s heartbreaking to see Korean brands doing so poorly. I started this blog on Japanese and Korean makeup and beauty (I even appeared in one of the Etude House’s Newsletters handed out in stores in Korea!) and watched it bloom in the Western market. I remember the struggle of actually finding and purchasing a lot of it online ten plus years ago and within the last five having many different options available right on my own shores.

WWD seems to think the K-Beauty reign has run its course in the Western market but I disagree! I think many brands still have a home in the heart of those that embrace Korean skincare methods and techniques.

Hopefully Innisfree remains easy enough to purchase online going forward.

Will you miss it if it does completely exit the US market?


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About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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  • Mariele Storm

    Heck, I only started getting into J- and K-beauty last year! I think the focus on skincare right now is making it more popular over here, not less.

  • kjh

    WE STILL HAVE ONLINE! ~90% of my products are KB and the rest is Asian or Paula. Boston isn’t noted for AB, despite some very significant Asian communities. I haven’t been to the closest Asian marketplace since before the pandemic. But then I haven’t been anywhere besides food shopping and BB&B, either. So, not guilty of Asian shaming. If you examine ANYTHING you find that Covid affected it. At least AB is not gone for good, like Becca. Russian may be the next big thing and people are fickle, but AB ‘s wave has not crested. . Never.

  • Cameron

    Yes, I will miss Innisfree a lot. I use quite a bit of their products every day. I like their eye creams, toners, and makeup. If they leave the US market I wonder if they will start selling them again on YesStyle or Olive Young.

    • Isabella Muse

      You can still buy on their website as well as from Sephora 😀