Amorepacific opens first innisfree US store in New York City

South Korean Amorepacific Group has opened the first US innisfree store in New York City’s (NYC) Union Square.

The innisfree NYC store features a 1,700ft² main floor and a private mezzanine level with provisions for make-up artist classes and K-beauty skincare training.

With more than 900 stock keeping units (SKU), the new store offers 11 skincare regimens that can be used to curate custom face masks.

The masks are formulated at the innisfree Mask Bar, which includes bio-cellulose, sleeping, and capsule recipe masks.

innisfree USA vice-president and general manager Julien Bouzitat said: “While our new e-commerce site will serve the entire country, we will focus the next 18 months on establishing our store presence in New York City, with ambitious expansion plans for the rest of the country to follow.”

A 'My Palette' system on the main floor of each store enables selection of eyeshadows, blush, bronzer, concealers, colour-correctors, and highlighters. In addition, a 'My Compact' system features more than 100 designs for blush and highlighters, as well as contour duos, powders, and two cushion foundation formulas with 14 shades.

The brand also provides haircare, bodycare, home fragrances, and a variety of beauty tools. The exclusive range includes expanded shades and K-beauty routines designed to cleanse, replenish, moisturise, and protect skin.

---

Image: innisfree flagship store in NYC, US. Photo: courtesy of Amorepacific.