Innisfree has stores in South Korea, Hong Kong, Macau, Mainland China, Japan, Taiwan, Singapore, Malaysia, Thailand, Vietnam, Indonesia, the Philippines, India, the United States, Canada, Australia, and the United Arab Emirates.

Innisfree is popular for its affordability and brand concept, which emphasizes healthy and reasonably priced beauty products with ingredients responsibly sourced from Jeju Island, South Korea.

[2] Innisfree was launched by the largest skincare and cosmetics company in South Korea, Amore Pacific, in 2000 and was marketed as the manufacturer's first eco-friendly brand.

[13] In May 2021, Amore Pacific announced that all North American Innisfree stores will close due to the negative impact the COVID-19 pandemic had on the market.

[14] Innisfree expanded into the Australian market in 2018,[15] establishing its first retail outlet at Melbourne Central on June 6, followed by a second location in Sydney's Queen Victoria Building later that year.

The entry into Australia was part of a strategic effort to tap into the Oceania region's demand for skincare and cosmetics.

Innisfree has supplemented its physical retail presence with its own e-commerce website, enabling wider accessibility to its products across Australia and enhancing its engagement with consumers in the region.

Innisfree's products include the Super Volcanic Pore Clay Mask,[20] Olive Real Cleansing Foam,[21] and the Wine Peeling Jelly Softener.

[22] Innisfree's best-selling product worldwide is the Green Tea Seed Serum And Jeju cherry blossom.