Innisfree shut down its overseas flagship store on Tmall Global on July 1, with all products removed and 355,000 followers left on the platform. Parent company Amorepacific said the move is part of a broader effort to streamline resources and enhance consumer experience. Once a leading South Korean beauty brand in China with over 800 stores at its peak, Innisfree has faced sharp declines in sales due to waning K-beauty popularity and the pandemic. In response, it has shifted focus to high-efficacy skincare and digital channels, while expanding into new retail formats.