One of the pillars that supports innisfree, Korea’s No. 1 Natural Beauty Brand, is a commitment to the environment. Last year, the brand launched its “Make A Knot” Campaign at the Raja Musa Forest Reserve (RMFR) with inni-friends in tow. Together, they planted 600 saplings, which have seen encouraging growth over the past year. This year, the brand decided to continue their effort and expand their area of influence in RMFR to 2 hectares.
“Most people know innisfree for how we bottle natural goodness from Jeju Island. But we know that for as much as we take, we also must return to our planet. That’s the driving force behind our ongoing eco-hankie and empty bottle recycling campaigns. Our Make-A-Knot campaign is another step in this green direction,” said Johnny Nam, Brand General Manager of innisfree Malaysia.
Excited inni-friends entered the folds of the forest reserve eager to make a difference. Unperturbed by the heat and the wet grounds, they forged deeper into what is now innisfree Malaysia’s newly expanded portion. With a spring in their step, they got to work.
The inni-forest at RMFR is one of many that span across the globe, but it is the only one planted in a peat swamp forest, a type of peatland. Peatlands make up about 3% of the world’s land but hold over 30% of carbon stored on land. Peatlands have a unique soil composition that makes them particularly good at holding water, but without the protection of trees, the soil quickly dries up, putting the land at a high risk of catching fire.
“There are so many people out there unaware about the important role peat swamp forests play in the maintenance of our environment. Our ozone layer is at the mercy of peatlands. As soon as the carbon they hold gets released into the air, it transforms into carbon dioxide and joins the other greenhouse gases that are affecting the climate worldwide,” said En. Mohd Azmi Yusop, Assistant District Forest Officer, Batu Arang Forest Range Office, Selangor State Forestry Department.
This project wouldn’t be complete without the tireless efforts of the Global Environment Centre (GEC) who works year-round to maintain the RMFR. GEC is a Malaysian non-profit organisation which has been involved in environmental protection and conservation for the last 20 years. They have ample experience in the rehabilitation of rivers, mangroves, peat swamp forests as well as community outreach and development. Together, innisfree and GEC planted trees in the peat swamp forest, aiming to restore 1 hectare each year for the next three years.
“The aim of the Make-A-Knot campaign is twofold. Not only does innisfree Malaysia want to uphold our ideals for a cleaner and greener planet, but we also want to actively encourage our inni-friends to do the same,” Johnny said in his welcome address.