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Beauty brand Innisfree apologises after ad sparks backlash
The Straits Times
|September 27, 2025
South Korean beauty brand Innisfree has issued an apology and pulled an advertisement in South Korea after it received backlash over its portrayal of a female model pouring a white essence over her face with her eyes closed.
The campaign promoting the brand's new Green Tea Ceramide Milk essence sparked widespread criticism online in South Korea, with many social media users saying the imagery resembled sexual acts.
In an apology posted in Korean on social media platform X on Sept 23, Innisfree noted that it had received feedback from some customers “regarding the discomfort they experienced with a recent video featuring an influencer showcasing Innisfree’s milk essence formula”.
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