Sustainability is no longer about doing less harm.
It’s about doing more good. – Jochen Zeitz
From the beginning, Korea’s no. 1 Natural Beauty Brand, innisfree, has been synonymous with Jeju Island. Its skin care products are imbued with key ingredients native to the island, while most of its makeup products draw inspiration from the colours of Jeju. innisfree’s unique relationship with Jeju Island is at the core of its sustainable initiatives. For everything that is taken must be restored. In this vein, there are continuous initiatives being implemented to further the sustainability efforts of the brand through the 4R principle (reduce, recycle, reuse, and renew).
The most recent of these efforts is the jumbo-sized Limited Edition Green Tea Seed Serum Paper Bottle which is created with 51.8% less plastic than its standard counterpart (160ml). All the goodness of the Green Tea Seed Serum is contained within the Paper Bottle’s inner plastic lining, while it sports an unbleached outer paper mould. When Paper Bottle is empty, consumers can simply remove its label, pull apart its two halves, and recycle its parts separately.
“For environmental sustainability, innisfree will make ongoing efforts to reduce waste caused by packaging and expand eco-friendly packaging materials. Specifically, we aim to have 100% of our plastic waste to be reusable by 2030. We will keep reviewing ways to expand the use of substitute materials for plastic, such as using paper for our products’ packaging, and will also continue to reduce the amount of plastic and vinyl usage at our stores,” said Johnny Nam, innisfree Malaysia Brand General Manager.
It’s fitting that the first product to sport this sustainable packaging is Green Tea Seed Serum, the brand’s no.1 best-selling serum. It’s a Skin-loving formula with Earth-loving packaging. Its most recent formulation uses Beauty Green Tea, an ingredient harvested especially for the skin, which contains 16 kinds of moisture amino acids™. Use Green Tea Seed Serum right after cleansing to deliver moisture deep into the 10th layer of the skin.
“Sustainability is at the heart of so many of the decisions we make at innisfree. We believe that our success as a brand is inextricable from our commitment to the planet. We’re excited to introduce the Limited Edition Green Tea Seed Serum Paper Bottle as both a milestone and a signal of things to come,” continued Nam.
Meaningful steps were taken to reduce material waste with the recent store identity revamp which began with a renovation of the Pavilion KL outlet. The store is home to a flexible display system that can be modified and adapted to fit a wide range of different products. The brand is also working on gradually reducing the amount of plastic in their product packaging and making structural design changes to products that will allow them to be easily recycled after use. Additionally, it is taking steps toward eventually incorporating recycled plastic in its products’ packaging.
The steps to reuse and renew are a little farther in the future but well on their way as innisfree continues developing refill-type reusable packaging for body products as well as transforming sheet mask packaging into a biodegradable solution.
The Limited Edition Green Tea Seed Serum Paper Bottle is the newest in innisfree’s consistent sustainability efforts and a step forward in upholding the brand’s commitment to cleaner, greener beauty. Past efforts have included the brand’s annual Eco-Hankie campaign as well as the Green Forest Campaign, a commitment that innisfree Malaysia has renewed every year since its inception in 2017.
While the Limited Edition Green Tea Seed Serum Paper Bottle is a single product on the shelves for now, inni-friends are encouraged to look at it as a reminder that even small steps can leave big footprints so long as they’re in the right direction.
For more information about innisfree’s Limited Edition Green Tea Seed Serum Paper Bottle, visit their website [www.innisfree.com], Facebook [innisfreeMYS], and Instagram [innisfree_malaysia].
innisfree Store Locations:
Sunway Pyramid G1.70 | Paradigm Mall Lot UG-11 | Pavilion KL Lot 4.02.02 | Suria KLCC Lot C11
| Sunway Velocity Lot G-53 | AEON Mall Tebrau City Lot G-22B |KL SOGO Lot GF-B17 | Mid Valley Megamall Lot G-041 IOI City Mall G5 & G6| Plaza Gurney Lot No: 170-01-11 | Vivacity Megamall Lot G-001
| Suria Sabah G-56 & G-57 | Central i-City G-037 | The Mall, Mid Valley Southkey G038
| AEON Shah Alam Lot G19 | 1 Utama Lot LG308A | Mahkota Parade G12 | Aman Central Lot G-43