Innisfree Canada has chosen Toronto for its first standalone store.

The South Korean natural cosmetics brand’s new store will cover around 2500sqft of Toronto’s Yorkdale Shopping Centre according to designs. It will use a direct-to-consumer retail model designed to meet a competitive marketplace.

The “plant-to-bottle” brand, operated by Seoul’s Amorepacific Corporation, partnered with CBRE to enter Canada, with initial targets being major mall space in Toronto and Vancouver. Amorepacific currently owns 33 health, beauty and personal brands.

Innisfree Canada is not alone in targeting the North American nation, with US company Ulta Beauty and French chain Sephora among prominent names in the beauty products industry recently moving in.

Over the past five years, more than 150 international brands have opened stores in Canada, more than 50 in 2017. Last year more than 30 brands brought a direct-to-consumer retail model to Canada.