Isntree's focus is on achieving excellence and leading the industry towards the use of wholesome, beneficial ingredients, while minimizing marketing influence. The brand name represents the concept of a pure and unpolluted island (ISland), the use of natural raw materials (NATURAL), and growth in partnership with consumers (TREE). These values are in line with the romanticism often found in Korean pop culture. Isntree stands out for combining a scientific approach to ingredient selection and quality control with a romantic appreciation for nature.