The concept of naturalism made innisfree think about its unique pristine form of nature as the number of late movers has increased rapidly. Nature is something everyone talks about, but nobody really knows about it well enough. innisfree went back to the beginning to find its own special ingredient.After having thought deeply about it, innisfree found its own nature from the closest place nearby. The answer was on the clean island of Jeju and green tea, with which the company have built a close relationship since 20 years before innisfree was born.

In 2010, the idea of naturalism phrased as ‘Natural Benefit from JEJU’ was established.The warm sunlight, fresh air, fertile soil and pure water made Jeju a truly clean island. The soil was rich in iron oxide and organic matters and the volcanic island itself functioned as a natural filter. For such reasons, Jeju was the best place from which to gain good ingredients. The deep connection between innisfree and Jeju Island began with the green tea produced from the organic green tea fields full of Jeju’s energy.