[BE:SSOBLY]Innisfree's Rebranding Misstep? Discover BESSOBLY, the Indie Store Embracing Jeju's Spirit

Innisfree Moved Away from Its Jeju Roots: A Look into the Rebranding

Innisfree, once beloved as the brand that bottled the pristine nature of Jeju Island, was a hallmark of natural Korean skincare. Its image, rooted in the island's lush greenery and volcanic purity, resonated deeply with consumers.

But in August 2022, under the leadership of Choi Min-jung—renowned for her success with Espoir’s rebranding—the company embarked on a major transformation. By February 2023, the "THE NEW ISLE" campaign was launched, introducing a full overhaul of the brand’s philosophy, logo, packaging, and store design. The rebrand extended globally through 2024, reaching markets in Asia, the UK, and the US.

The Aftermath: Did the Rebrand Work?

Despite efforts to position Innisfree as sleek and modern, the market's response was lukewarm. Longtime fans lamented the loss of its original identity, while new customers failed to connect with the rebranded image.

Most notably, the departure from its Jeju-rooted heritage diluted its distinctiveness as a natural beauty brand—raising questions about whether losing such a strong brand asset was worth the gamble.

Additionally, many consumers have observed that while Innisfree’s product prices have gone up, the brand’s unique edge has diminished. This disconnect has led to critiques suggesting that the rebrand failed to deliver the competitive boost it aimed for.

Meet BE:SSOBLY: The True Keeper of Jeju's Essence

Amid this shift, one brand continues to honor Jeju’s values with sincerity—BE:SSOBLY.

Born on Jeju Island, BE:SSOBLY is a curated indie beauty platform introducing indie beauty brands that embrace authenticity and sustainability. Rather than relying on flashy marketing, BE:SSOBLY highlights transparent ingredients, thoughtful formulation, and a deep respect for Jeju’s native resources.

Its philosophy centers around the message: BE:Sustainable, BE:Beautiful, BE:yourself—a philosophy that aims to deliver the best possible value through the finest local ingredients. Consumers are drawn to its earnest approach, feeling the brand’s honesty through every product.

More Than a Store: A Storytelling Platform for Indie Beauty

BE:SSOBLY is more than just a retailer. It curates and communicates the intention behind each product, sharing the story of Jeju’s ingredients and the philosophy of the indie brands it supports. This approach builds a meaningful connection with consumers, offering more than just skincare—it provides a way to engage in value-driven beauty.

Staying True to a Brand's Core

What disappointed consumers about Innisfree’s rebranding wasn’t simply the visual change, but the abandonment of its core philosophy. Emotional bonds are built on consistency and identity. BESSOBLY, in contrast, thrives by holding fast to Jeju’s spirit, creating an even deeper narrative that connects with conscious consumers.

Curious About the Real Jeju? Discover BE:SSOBLY Today

If you’re longing for the true essence of Jeju—its beauty, its sustainability, and its soul—then it’s time to explore BE:SSOBLY. Here, skincare is more than just a product; it’s a commitment to authenticity and the future of clean beauty.