Mar 30, 2021
Seoul-based luxury beauty brand Hera is making its U.S. debut with the introduction of four lip products on
Amazon.
As of Monday, U.S. customers can shop the Rouge Holic Lipstick, a classic lipstick available in 20 shades, known for its 'Brilliant Pigment Cutting' technology, which offers a subtle glow that shines through from the inner layers of the lips, regardless of which condition the lips are in.
Likewise, the company is rolling out other best-selling lip collections including Hera Sensual Powder Matte, Hera Sensual Spicy Nude Volume Matte and Hera Sensual Spicy Nude Gloss.
Owned by beauty conglomerate Amorepacific Group, the company brought Hera ambassador Jennie Kim stateside for the big launch. Jennie, who is a member of K-pop girl band Blackpink, has been a Hera ambassador since 2019.
“Jennie is the right model for Hera not just because her charming appearance but her passion and confidence to be herself fit Hera's brand philosophy, which is 'finding and expressing the confident and strong self and unique individual beauty that exists deep within oneself’,” the company explained in a news statement.
Earlier this month, Amorepacific joined the global RE100 initiative becoming the first Korean beauty company to aim to source 100 percent renewable energy to power all of its production sites and offices by the year 2030.
Amorepacific boasts an extensive portfolio beauty brands, including Laneige, Etude House and Innisfree, among others.