South Korean skincare brand Innisfree has launched a global relaunch in the US market, which includes new packaging, a new logo, and new clean and cruelty-free products.

This release corresponds with the announcement that Sephora’s (US) distribution has been doubled, with the brand now available in more than 1200 brick-and-mortar stores, including complete distribution at Kohl’s.

“Innisfree has been one of the leading brands at the forefront of the K-Beauty craze, taking over the world for the last decade and rapidly expanding from Asia to the Western world, in part, due to its agility and ability to innovate,” said Julien Bouzitat, US Brand GM.

 “At the same time, we have seen a significant number of brands joining the clean and [nature-derived] skincare space. So it was time for Innisfree to reassert its points of difference and strong storytelling while adapting to how the consumer journey has evolved from social media discovery to preferred places of purchase.”

The new box and logo will feature the Active Green colorway established by Innisfree. This will be used throughout the brand’s designs, as a tribute to Mother Nature and the brand’s history of green tea innovation.

Innisfree identifies the US as the key Western growth market, increasing marketing spending in the region.