Innisfree, AmorePacific Group’s fastest-growing brand, has established a retail presence in the U.S. by way of a flagship in Manhattan’s Union Square, where the naturalness of products, ingredient storytelling and customizable makeup are a key part of the customer experience.

Korea’s number-one beauty brand, Innisfree is AmorePacific Group’s natural beauty brand with more than 1,600 stores in Asia. Its lavish, two-story boutique in Union Square is a huge milestone in Innisfree’s 17-year history: while present in 11 markets in Asia, including China, none have existed beyond Asia – until now.

The 1,700-square-foot store includes a main floor featuring a striking, 21-foot, floor-to-ceiling living “green wall” that illustrates Innisfree’s lush, Jeju Island heritage, where the brand sources the majority of its ingredients. There’s also a private mezzanine that acts as an event space for makeup artist master classes, K-Beauty skin care training, green living classes and community events.

Innisfree does not do things in half measures. The brand is launching more than 900 SKU’s in the U.S. across skin care, makeup and home fragrance, all at an accessible price point (from under $2 for a sheet mask to $68 for skin care). There are also 150 SKU’s, including an expanded shade range for the cushion foundation, developed exclusively for the American consumer.

Despite the breadth of product offering, the store layout feels intuitive and easy to navigate. A Mask Bar takes pride of place at the front of the store, where Innisfree offers every kind of mask imaginable to nourish skin, including bestselling sheet mask collections such as It’s Real Squeeze Masks, Bio-Cellulose Masks, Skin Solution Masks, Sleeping Masks and travel-friendly Capsule Recipe Masks.

Innisfree’s skin care products, which occupy a large section from the middle to the back of the store, are formulated with an average of 80 percent naturally derived ingredients responsibly sourced from Jeju, including green tea, orchid and lava seawater. The brand famously owns 350 acres of USDA organic-certified green tea fields, and is best-known for its Green Tea Intensive Hydrating Serum (Innisfree sells eight every minute) and Jeju Orchid Enriched Cream.

Innisfree also offers a customizable makeup selection (My Palette) where customers can mix-and-match eyeshadows, blush, bronzers and highlighters. My Compact offers a huge variety of playful options where customers can select a formula and shade, an applicator and a colorful case design. A mix-a-mask station in the center of store offers even more customization possibilities: customers can choose a mask base and ‘toppings’, depending on skin needs, to mix into the base.

As befits a green brand, Innisfree encourages customers to return empty packaging in order to earn points for their loyalty program. The brand is applying for LEEDS certification (Leadership in Energy and Environmental Design) for its living green wall, which has a built-in irrigation system that keeps its moss, ivy and wealth of plants permanently damp.

Innisfree was launched in 2000. The brand reported sales of approximately $175 million for the first quarter of 2017, as cited in AmorePacific Group’s Summary results. Innisfree is doing brisk business since the Union Square store opened: the brand has increased its fulltime sales staff from seven to 13, extended its hours from 8 p.m. to 9 p.m. and added a third checkout system to expedite the purchase process.

“Innisfree prides itself as much as a retailer as it does a product manufacturer. We really want American consumers to travel to Jeju Island when they enter the store,” said Julien Bouzitat, General Manager and Vice President of Innisfree USA. “Our aim with the Union Square store is to create an escape into a pristine environment, offer a playground for our customers to discover the brand, and immerse them in a highly sensorial, enjoyable experience.”

Innisfree launched its US website in tandem with the store opening. The brand plans to open more stores in 2018, with additional locations in New York and on the West Coast.