K-beauty brand Hera enters its international era, enlisting K-pop star Felix Lee and Thai actress LingLing Kwong.
Amore-Pacific-owned beauty brand, Hera, has steadily expanded its global reach with high-profile partnerships. The K-beauty label takes a step further in its internationalization strategy with the appointment of K-pop star Felix and Thai actress LingLing Kwong as ambassadors.
Felix x Hera, a match made in heaven
After teasing the team-up for weeks, Hera officially announced Australian star Felix Lee as their newest muse and global brand ambassador.
On August 12, the brand unveiled a first glimpse of their upcoming campaign for the Reflection Skin Glow Line. Starring Felix, the ad push will go live by the end of the month and will continue to build on Hera’s “Seoul Beauty” ethos, a concept that, per the brand, “infuses daily life with a distinctively urban elegance.”
Felix won’t only serve as a model for products, but an active collaborator. According to a press statement, the star will debut his own shade of the Sensual Nude Gloss, “Brownie Boy,” in September. “Moving forward with Felix, we intend to present a novel interpretation of Hera’s ethos of finding beauty within oneself, and will unfold a rich tapestry of brand promotions designed to deeply resonate with our global clientele,” Hera told the press.
The partnership follows a headline-worthy period for the K-pop star, whose global fanbase and exposure have earned him major brand deals. This summer alone, the Stray Kids member was announced as the face of Samsung Galaxy and launched a collaborative project with Louis Vuitton and UNICEF. He also sealed a partnership with IICOMBINED, parent company of South Korean brands Gentle Monster, Tamburins and ATiiSSU.
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Hera’s first Thai brand ambassador
In consonance with their expansion towards Japan and Thailand, Hera also tapped Thai screen queen LingLing Kwong as their first Thai ambassador. Though she rose to fame through her acting portfolio, LingLing is a well-known figure in the style terrain, regularly making the rounds in the international fashion scene. Among her most prominent associations is her growing friendship with LVMH-owned maison Dior, as well as previous brand sponsorships for Nivea, La Mer and Maybelline.
Now, as a Hera ambassador for Thailand, the actress will be promoting the Hera Black Cushion Foundation on ads and at local events.
While Hera has not announced additional plans for their Thai ambassador, the partnership underscores the influence of Thai celebrities in the fashion and beauty industry and aligns with Hera’s efforts to break into the Thai Market.
Expanding its international presence
Last year, Hera opened its first store in Thailand. The selected location was Central Chidlom, a famous department store in one of Bangkok’s most prominent shopping districts. Since then, Hera has steadily expanded its reach with additional shops scattered throughout the country.
“In a market where beauty trends are rapidly evolving, and the youth demographic is significant, we will strengthen our competitiveness by offering Hera’s signature products and aesthetic vision tailored to the discerning tastes of Thai consumers,” the brand shared in 2024.
Now the brand has its sights on something bigger. Talking about their association with Felix, the brand announced plans for greater international expansion. “Through this collaborative partnership, Hera aims to unfold its brand philosophy and values with greater breadth and dimension across both the Korean domestic market and key global arenas, including Japan and Thailand,” Hera stated.
