Recently, popular Korean cosmetic brand Innisfree was under fire for its recent video advertising its milk essence formula.
Many were surprised at the interesting advertising method of pouring milk on the model’s face to showcase the product’s formula.
이것도이건데
나 이니스프리 광고 보고 놀람.. 저 릴스같은 듣보도아니고 대기업아닌가
토너인지 뭔지 광고한다고
우유를 얼굴에다 붓는거 아무리봐도 이상함 pic.twitter.com/7yuu7oBtHp— T^T (@rstarckstar) September 21, 2025
I was shocked by Innisfree’s advertisement. It’s not like they are a small brand but a large company. They’re advertising some toner and pouring milk on the model’s face —no matter how I look at it, it’s weird.
Netizens were particularly uncomfortable with their influencer collaboration video pouring milk all over their face.
With this, Innisfree posted a statement online apologizing for the incident.
이니스프리 브랜드를 사랑해 주시는 고객님께 안내 말씀드립니다.
최근 이니스프리 밀크 에센스 제형을 소개하기 위해 인플루언서와 협업한 영상에 대해 일부 고객님들께서 불편함을 느끼셨다는 의견을 주셨습니다. 브랜드는 이를 경청해 해당 장면을 삭제했습니다.
고객님의 소중한 의견에…
— 이니스프리 (@innisfree_kr) September 23, 2025
“We want to inform our loyal Innisfree customers that we have received feedback from some customers regarding the discomfort they experienced with a recent video featuring an influencer showcasing the Milk Essence formula. We have listened closely and have removed the scene from the video.
We appreciate your valuable feedback. Going forward, we will be more meticulous in the entire process, from content planning to final review, and we aim to become a brand trusted by our customers.”
— Innisfree
This incident sparked massive backlash on online community sites, garnering over 82,000 views,
- “Is this porn? Ew…”
- “So dirty…”
- “Why are they using a scene like that to show the formula’s texture? Did they get inspired after watching porn?”
- “What kind of thoughts are they having…dirty b*stards.”
- “What’s with cosmetic brands these days? A different brand did something similar… Does Innisfree only have male employees?”
- “I logged out and deleted the app…so dirty.”
Source: www.koreaboo.com