Amorepacific-owned Innisfree

Amorepacific-owned Innisfree describes itself as having ‘innovative beauty solutions powered by the finest natural ingredients....’ they also look to ‘preserve and protect nature’s vitality, through eco-concious initiatives’ 

So given all those claims to greatness , why have they been called out over greenwashing? (Green washing also called “green sheen” is a form of marketing spin, in which green PR and green marketing deceptively used to persuade the public that an organisations products aims and policies are environmentally friendly’ )

Innisfree has been called on to question , following the discovery that a product labelled a ‘paper bottle’ was actually a plastic bottle wrapped in paper! 


Following the purchase of the Green Tea Seed Serum, a consumer took to Facebook to question the South Korean beauty brand’s credentials, accusing Innisfree of ‘greenwashing’ and ‘misleading marketing.’ 

The product, which was launched as part of the brand’s eco-drive to reduce plastic packaging, is packaged in a plastic bottle encased in paper, which reads ‘Hello, I’m paper bottle.’

Innisfree has since apologized over the marketing bLinder.  

More Detail

With eco-consumerism continuing to boom, the drive to create sustainable product packaging is ramping up in the beauty market. 

Speaking to Marketing Interactive, an Innisfree spokesperson said of the issue, “We tried to provide detailed information on the product package box but we overlooked the fact that the entire container can be recognised as a paper material because of the product name. We sincerely apologise for the confusion caused and will try to deliver more accurate information.”


As we have always said the beauty industry is an amazing place but you have to read the packaging. Always and in this case you need to hold it to sniff out the plastic.