Innisfree

innisfree was launched in 2000 by Amorepacific, Korea's long-established beauty group, as a natural cosmetics brand. Its name is borrowed from W. B. Yeats's poem 'The Lake Isle of Innisfree', a picture of a peaceful island where people live in harmony with nature.

That idea became the brand's identity. innisfree builds its products around ingredients from Jeju Island, off Korea's southern coast. Green tea is the most famous: Amorepacific had been researching green tea for about two decades before innisfree launched, and the Green Tea Line became a signature line in 2008.

Other hero ingredients include Jeju volcanic clusters, used in the Super Volcanic Pore Clay Mask, and minerals in the No Sebum Mineral Powder, a cult product for soaking up shine. Together with the Green Tea Seed Hyaluronic Cream and amino cleansing foam, they form the backbone of the range.

For shoppers, innisfree is an easy, friendly brand to build a routine around. Cleanse with the green tea foam, moisturise with the hyaluronic cream, use the volcanic mask once or twice a week, and dust on No Sebum powder to control shine through the day. Most products come in friendly sizes and prices, making innisfree a good first stop if you're exploring Korean skincare, and an easy brand to stock up on for the whole household.