Update! The Innisfree flagship is now open at 862 Broadway | New York, New York, NY 10003. I still don’t get the eco/green/clean hype (it’s a normal kbeauty brand with meh skincare formulations and surprisingly wearable makeup, read my mini reviews below for more on this), but that’s the case with most brands. I’ve added the shop to the NYC kbeauty map.
Bad things happen when I don’t get a castle…
Innisfree Flagship in NYC — Coming Fall 2017
I woke up to news that Innisfree, the kbeauty brand known for their slick “natural beauty” marketing centered on the imagery of lush Jeju Island, finally confirmed that they will be opening a flagship store in New York City. According to Ju Rhyu’s tweet, the flagship will be located at 862 Broadway (Broadway and 17th Street). For more kbeauty shops in NYC, check out my map btw.
— Ju Rhyu (@jurhyu) June 8, 2017
Word that Innisfree was considering an NYC flagship came out last year and KindOfStephen picked up the story in his weekly Beauty Recap, but the official confirmation arrived only this morning when the brand hosted a press event of some sort at the site and launched a landing page for their US shopping website.
Their US site now live! innisfree Official USA | Korean Beauty Products, Skincare & Makeup https://t.co/Cq14f6njRd
— Ju Rhyu (@jurhyu) June 8, 2017
…too bad Innisfree’s marketing is better than their products
I think this is a disappointing turn for kbeauty. Innisfree’s slick marketing pushes a “natural beauty” angle that will probably rake in money, but the formulas are pretty much the same as anything else from a large Korean cosmetics corporation — just with more persuasive branding.
I’ve felt this way for awhile. I wrote in a beauty bag review two years, ago:
Innisfree gets something of a preferred status among skincare fans and I’m not always sure it deserves so much love. It’s like people see Jeju and assume that nothing bad happens in green-colored places. I mean, many of their products are very good, but that doesn’t mean I’m going to stop looking at ingredient lists.
I spent over $6K on beauty products in 2016 alone, so I’ve certainly tried Innisfree (and other) skincare products. lol
The Long Wear Cushion I bought in a haul two years ago is quite nice, but comes in a sad array of pale. The Apple Juicy Cleansing Oil is fairly thick (making it harder to remove makeup easily), but the juicy candy smell is great for those new to oil cleansing and scared to rub the scary stuff into their skin — it did fine in my roundup review of 15 oil cleansers and even earned a spot in my easy starter kbeauty routine due to the scent. In a review of 8 low-pH cleansers, I found the Bija Trouble Cleansing Gel confusing, smelly, and unsatisfying. I think the Blueberry Rebalancing 5.5 Cleanser is pretty boring, if technically fine for less oily/hydrated skin types in a review. The Jejubija Anti-Trouble Spot Patches are a joke compared to Cosrx’s Acne Pimple Master Patches.
It’s Real Squeeze Mask Sheets are fine as long as you’re not too particular about fit or formula. Meanwhile, the more expensive Skin Clinic masks feel kind of awful to me due to the sheet material, fit, and essences. Super Volcanic Pore Clay Mask is rightfully a classic, but I don’t find that it does anything beyond what Queen Helene Mint Julep Masque offers at a lower price. The No Sebum Mineral Powder is dead useful for setting makeup on a budget in summer. I find the Innisfree hair products pretty weak compared to other kbeauty hair stuff. Jeju Lava Sea Water Deep Essence feels like a regular, light-ish lotion, not at all what I want from an essence. I couldn’t even get it up for Innisfree’s customizable newish Jeju Lava Seawater Boosting Ampoule — that pretty much tells you where I am with the brand right now.
The fact that all of the products I’ve mentioned can already be bought on Amazon (many of them Prime) for prices much lower than Innisfree USA will likely offer begs the question: why. WHY. And don’t give me this “authorized seller” bs because I couldn’t find fake kbeauty on Amazon Prime even when it was literally my job to do so.
That Innisfree is getting a US advancement over Etude House makes me sad A questionably natural (whatever that means) beauty company setting up shop in NYC? We’ve seen this. A bigass pink princess castle filled with cute makeup in Times Square or something? Ding fucking dong. Don’t touch me. I just really want the damn EH castle.
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