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K-Beauty Brand Apologises for Eco-Friendly ‘Paper Bottle’ That’s Actually Plastic

The incident has brought South Korean makeup and skincare brand Innisfree’s sustainability credentials under fire.
Korean Brand Innisfree's green tea seed serum. Innisfree.

South Korean makeup and skincare brand Innisfree’s sustainability credentials are under fire after a customer found that eco-friendly packaging it marketed as a “paper bottle” was actually a plastic bottle concealed in paper wrapping, The Korea Herald reports.

The discovery was made by a customer who posted images of the bottle in a Facebook group dedicated to plastic-free shopping.

In a statement published by The Korea Herald, Innisfree said it “overlooked the possibility that the naming could mislead people to think the whole packaging is made of paper” and apologised for the confusion caused.

The brand added that the plastic bottle, which is recyclable and came with recycling instructions, uses less plastic than typical beauty packaging, but that statement failed to quell concerns over alleged greenwashing. The anonymous netizen who made the post deemed the apology “insufficient”.

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