Beauty
HERA
HERA (헤라) is a contemporary Seoul beauty brand under Amorepacific, positioned at the intersection of K-beauty innovation and urban editorial aesthetics. Founded on the philosophy of the Seoulista, the brand captures the confident, effortless glow of modern Korean women and men, translating it into a prestige product range spanning skincare, foundation, and lip color.
HERA built its identity through decade-long ambassador partnerships with cultural figures who embody Seoul cool. In August 2025, HERA appointed Felix of Stray Kids as its new global ambassador, a historic first: the first male face in the brand history. The move was strategic. HERA simultaneously shifted its international rollout to prioritize Japan, launching the Reflection Skin Glow campaign there ahead of all other markets, targeting a Japanese male consumer base increasingly drawn to the dewy, luminous skin standards popularized by K-pop idols.
HERA flagship lines include the Black Cushion Foundation, Sensual Nude line, and Reflection Skin Glow collection. Parent company Amorepacific backs the brand alongside prestige stablemates Sulwhasoo and Laneige. The brand aesthetic is deliberate: Seoul-centric, culturally precise, and resistant to trend noise.
1 articlesint.hera.com
Gallery
HERA x Felix Reflection Skin Glow Campaign 2025
HERA x Felix Reflection Campaign 2025
HERA x Felix Global Ambassador Campaign 2025
Ambassadors & Partners
2025
HERA Global AmbassadorEndorsement
Fans Also Ask
What is HERA beauty?
HERA is a contemporary Seoul beauty brand under Amorepacific. Founded in 1995, it positions itself at the intersection of Korean luxury and urban editorial aesthetics, known for its Black Cushion foundation and skin-first philosophy centered on the concept of the Seoulista.
Who is HERA global ambassador?
Felix of Stray Kids became HERA global ambassador in August 2025, the first male face in the brand history. He replaced Jennie of BLACKPINK, who had held the position since 2019. Felix first campaign included the Reflection Skin Glow collection and a lip color named Brownie Boy created in collaboration with the brand.
Is HERA a luxury brand?
Yes. HERA is Amorepacific luxury beauty line, positioned alongside brands like Sulwhasoo in the premium tier. It competes with international prestige cosmetics through high-end retail placement and celebrity-led campaigns in Korea and globally.
What is HERA signature product?
HERA most iconic product is the Black Cushion foundation, a compact cushion formula that defined the K-beauty cushion category when it launched. The Black Foundation and UV Mist Cushion range remain bestsellers in Korea and across Asian markets.
Where can I buy HERA beauty products?
HERA products are available on HERA official website (int.hera.com), through Amorepacific retail stores and counters in South Korea, select global department stores, and online platforms including Sephora and Amazon in select markets.
