innisfree’s Green Tea Hydrating Serum In A Paper Bottle Is My Beauty Must-Have

Since launching in 2000, innisfree has been devoted to creating a greener, eco-friendly beauty brand by focusing its efforts on key initiatives that includes recycling, reusing and composting materials and the development of sustainable packaging for its range of limited-edition products. As part of the Korean-beauty brand’s mission to reduce plastic usage by 2030 and increase recyclability of all-product packaging, innisfree’s global, best-selling Green Tea Intensive Hydrating Serum has received an eco-friendly makeover. A cult favorite at Sephora here in the states, one bottle of the green tea facial serum was sold every five seconds. Innisfree's new Intensive Hydrating Serum Paper Edition is a brand-new, limited-edition launch that features that same fan-favorite formula, but with an eco-friendlier makeover. The Intensive Hydrating Serum Paper Edition uses 51.8 percent less plastic than the original packaging, with its pump created from 10 percent recycled polypropylene. The ingredients help to maintain the skin’s delicate balance and retain moisture longer for a soft, glowing complexion. In order to develop the brand’s proprietary Beauty Green Tea, the innisfree team spent ten years dedicated to researching and cultivating a green tea breed that provides the most optimal level of moisture for the skin. Today, the revolutionary breed is still organically grown on the brand’s Green Tea farm on Jeju island and chosen for its specific skincare benefits from 3,301 Green Tea varieties.

Available in-store today, August 21st, the Paper Edition ditches the formula's trademark green bottle, opting instead for innovative paper-and-plastic packaging (it also says "Hello, I'm Paper Bottle" on the front, just in case you forget). However, their brand’s view on sustainability is about more than just a paper container. To commemorate the launch of the new, paper-packaged serum and mark the brand’ commitment to sustainability and reforestation efforts, innisfree will be planting 5,000 trees in partnership with the Arbor Day Foundation. Gain a closer look at the best-selling serum and purchase the paper-edition of the Green Tea Intensive Hydrating Serum on Sephora here before it sells out.