ShanghaiApril 27, 2026 /PRNewswire/ — Innisfree, a skincare brand under Amorepacific Group, announced the official relaunch of its Tmall Global flagship store. Based on deep insights into consumption trends in the Chinese beauty market and precise assessments of localized demands, Innisfree is leveraging cross-border e-commerce as a new channel, focusing on high-reputation sunscreen as its core category while simultaneously building an efficacy-driven clean skincare matrix. This marks the brand’s new strategic foothold in deepening its presence in the Chinese market after completing channel refinement optimization. It also represents a key move by Amorepacific to strengthen its digital layout in China and enrich its omni-channel brand portfolio, offering Chinese consumers globally synchronized, locally tailored high-quality skincare experiences.
Innisfree Tmall Global flagship store officially relaunched
As the Chinese beauty market enters a phase of precision efficacy and scenario segmentation, Innisfree has anchored itself in the efficacy-driven clean beauty track, delving into the fusion of natural botanical power and cutting-edge skincare technology. The brand is committed to exploring optimal solutions that combine natural safety with high efficacy for younger consumers. Innisfree has observed that young Chinese consumers, on one hand, show a rising demand for high-protection, skin-friendly daily-use sunscreens, with a significantly enhanced preference for clean, gentle, and eco-friendly efficacy-driven products. On the other hand, they demand greater synchronization with global cutting-edge new products and seamless omni-channel shopping experiences. In response, Innisfree has made its Tmall Global flagship store a new channel fulcrum to systematically address Chinese consumers’ skincare expectations.
As a flagship product in the Tmall Global store, the Green Tea Hyaluronic Sunscreen Serum directly targets core sunscreen needs of “non-sticky, non-comedogenic, and no white cast.” Leveraging the brand’s exclusive skin-feel technology, it offers an essence-like lightweight texture, combining SPF50+ PA+++ high protection with easy application. Precisely suited for daily commuting scenarios, it meets urban consumers’ essential sunscreen needs without complex techniques. Staying true to the brand’s naturalist roots, the Green Tea Hyaluronic Sunscreen Serum features a coral-friendly formula and has passed professional skin irritation tests, fulfilling dual commitments to environmental responsibility and gentle skincare.
Innisfree Green Tea Hyaluronic Sunscreen Serum
At the same time, Innisfree is deepening its presence in the Chinese market through category expansion, responding to consumers’ desire for products that combine natural ingredients with efficacy. The newly launched Green Tea Ceramide Repair Watery Serum, featuring upgraded Super Green Tea™ ingredients and green tea-derived ceramides, uses an innovative watery formula to precisely meet Chinese consumers’ core needs for minimalist skincare and barrier repair, offering younger demographics a more efficient and gentle skincare experience.
This relaunch by Innisfree embodies Amorepacific Group’s three core strategies in China: “customer-oriented R&D innovation,” “accelerated digital transformation,” and “sustainable development for the future.” On the digital strategy front, the Tmall Global flagship store complements existing official flagship stores and offline channels, forming a synergistic matrix. It leverages the flexibility of cross-border e-commerce to significantly shorten the time for global new products to enter China, achieving efficient synchronization of new launches between the Korean and Chinese markets. Additionally, the company continues to build digital capabilities covering the full consumer lifecycle, deepening the coordinated operation of online cross-border channels, traditional e-commerce channels, and offline channels, adapting to the innovation pace of China’s retail market with full-scenario digital capabilities. Previously, Amorepacific brands such as HERA and AESTURA have already entered the Chinese market via Tmall cross-border channels, quickly introducing cutting-edge Korean beauty products. Innisfree’s addition will further strengthen the group’s overall advantage in the cross-border e-commerce track, comprehensively responding to Chinese consumers’ demand for global beauty innovations.
In terms of customer-oriented R&D innovation, leveraging the synergy between global R&D networks and local consumer insights, Innisfree is driving the creation of scenario-based, efficacy-driven product matrices tailored to young Chinese consumers, truly achieving “empowering global R&D with local needs.” Regarding sustainable development for the future, the group consistently upholds its “2030 Five Sustainability Commitments.” The launch of the coral-friendly sunscreen product is a concrete embodiment of green development concepts at the product level, fulfilling long-term social responsibility commitments through eco-friendly R&D practices.
From initial localization efforts upon entering China to today’s deep, full-chain layout, Amorepacific has always been guided by the vision of “creating new beauty” and measured by a long-term perspective, aligning with the growth pulse of the Chinese beauty market. Looking ahead, Amorepacific will continue to root itself locally, unlocking more diverse, precise, and sustainable beauty experiences for Chinese consumers, exploring the infinite possibilities of beauty together with the Chinese beauty market.