South Korean skincare brand Innisfree has launched a global relaunch in the United States market, which includes new packaging, a new logo, and new clean and cruelty-free products.

This release corresponds with the announcement that Sephora U.S.' distribution has been doubled, with the brand now available in more than 1,200 brick-and-mortar stores, including complete distribution at Kohl's.

"[W]e have seen a significant number of brands joining the clean and [nature-derived] skincare space," Julien Bouzitat, U.S. brand general manager at Innisfree, said in a statement. "So it was time for Innisfree to reassert its points of difference and strong storytelling while adapting to how the consumer journey has evolved from social media discovery to preferred places of purchase."

The rebranding aims to refresh Innisfree's image and maintain its competitiveness in the U.S. market. With the increased distribution through Sephora and Kohl's, Innisfree aims to make its products more accessible to consumers across the country.

The relaunch also includes the introduction of new products such as the Green Tea Enzyme PHA Toner, Daily UV Defense Mineral Sunscreen Broad Spectrum SPF 45, and Green Tea Enzyme Vitamin C Brightening Serum.

Additionally, Innisfree has emphasized its commitment to clean and cruelty-free skincare, with products formulated without parabens, phthalates, formaldehyde, and other potentially unfavorable ingredients.

The new box and logo will feature the Active Green colorway established by Innisfree. This will be used throughout the brand's designs, as a tribute to Mother Nature and the brand's history of green tea innovation.

"Our signature, bold Innisfree green colorway makes us stand out in a crowded space and we have simplified the way to navigate the product portfolio for self-selection, utilizing specific hues to define collections," Bouzitat said. "Green for our Green Tea items, brown for Volcanic Clay, pink for Cherry Blossom and so on."