Sustainability in Beauty: This K-Beauty Brand Takes “Green Living” To A Whole New Level
Life in plastic, it’s not fantastic
Underneath my vanity is a number of pink cardboard boxes full of my skincare and makeup empties—products which gather dust, hoping one day I’d have the time and determination to feature them on my beauty microblog. It contains tubes of my favorite drugstore mascara, tubs of (sanitized) moisturizers, hollow lipstick bullets and so on. The reality is, this is a buttload of plastic waste that will endure longer than my body will—and I am just a single person.
Question is, do we hold ourselves—and brands—accountable for the waste we expend on a daily basis? Though there are efforts towards creating a habitable space we can pass on to generations to come, there is still much to do. In the beauty sphere, K-Beauty giant Innisfree is pioneering campaigns in Asia to preserve the beauty of nature. Going beyond the cliché “reduce, reuse, recycle” tagline, they offer sincere and actionable solutions which the conscious consumer can take part in.
Use a hankie, save the earth! Established in 2010, the Eco-Hankie Campaign encourages everyone to use hankies instead of tissues through their limited edition designs made from pure natural ingredients. Other simple acts like using an eco-bag, bringing a reusable cup and riding a bicycle will make a huge difference in protecting the ecosystem. This year’s designs are inspired by the feeling of joy, knowing we’ve done our part.
Green Forest Campaign
Boasting natural ingredients from the global beauty capital, they give back to nature by preserving forests and taking a stand on deforestation through the Green Forest Campaign. This began in Jeju Island with efforts to conserve the Gotjawal Forest. This focuses on its key causes: soil and wetland loss, typhoons, desertification and wildfire. As of June 2019, they’ve already planted 130K trees.
Empty Bottle-Recycling Campaign
Inside stores, patrons can take part in the Empty Bottle-Recycling Campaign. Since 2003, 12M empty bottles have been recycled (as of 2018). Anybody can participate by dropping off empty skincare and body product containers made of glass or plastic to be sanitized and reused—instead of being thrown out for waste to accumulate and fester.
Lit From Within
We were present as they opened their third boutique in SM North Edsa last June 21. They held a series of beauty workshops with blogger and host Janeena Chan for members of the press and “inni-friends.” Stephen Lee, brand manager of Amorepacific Philippines shared, “In today’s culture, Filipinos are naturally drawn to Korean influences, especially the K-Beauty skincare regimen. With our brand, we are excited to offer our Pinoy consumers skincare with quality selection of products and green, sustainable practices. We are also committed to expanding and establishing a long-term presence here.”
Discover their top-selling products like the Jeju Orchid Enriched Cream, Super Jeju Volcanic Pore Clay Mask, No Sebum Mineral Powder and My Real Squeeze Sheet Masks. Take a peek at their third branch!
The limited edition Eco-Hankie collection includes the Green Tea Seed Serum, Green Tea Balancing Skin EX, Green Tea Balancing Lotion EX, My Makeup Cleanser Micellar Oil Water—all in jumbo sizes with twice as much product—and Green Tea Lip Balm. These best-sellers will help you covet that healthy-looking, *lit from within* glow; we’re not complaining about that cutesy packaging, too!
Purchase a product from the limited edition Eco-Hankie Collection and get an Eco-Hankie for free; limited to one redemption per purchase, until stocks last. Visit the new Innisfree boutique at SM North Edsa, Upper Ground Level.
Photography Elisa Aquino
Art Alex Lara