Amorepacific’s contemporary beauty brand, HERA, is accelerating its global expansion with an official entry into the Thai market.
On August 8th, HERA opened its first store in Thailand at Central Chidlom, a prominent department store in one of Bangkok’s key shopping districts. The grand opening event attracted over 200 attendees, including global media representatives and influencers, and featured a brand introduction and demonstrations of signature makeup looks and beauty routines.
A pop-up store event was also held to celebrate the opening of the first store in Central Chidlom. Visitors had the opportunity to experience HERA’s flagship products firsthand and participate in various events, including professional makeup services and live makeup shows led by the brand’s artists.
In September, HERA plans to extend its reach in Thailand by launching another pop-up store at ‘Siam Paragon,’ one of Bangkok’s largest shopping malls. Additionally, the brand is preparing to enter key locations of Thailand’s leading multi-brand shops, including EVEANDBOY and SEPHORA.
Alongside its offline expansion, HERA is aggressively growing its online presence. In July, the brand launched on Lazada, Thailand’s leading online shopping platform, and will expand further in the second half of this year by launching on Shopee and TikTok Shop.
In the Thai market, HERA will focus on its core products, including cushion foundations, liquid foundations, and lip tints. The brand’s signature product, the ‘Black Cushion Foundation,’ which has maintained its position as the top cushion brand in Korea since its launch in 2017, has garnered significant attention in Thailand, where customers value a fresh, long-lasting finish. The ‘Silky Foundation,’ with its lightweight texture and natural radiance, targets local customers who desire a more refined skin appearance. Additionally, the ‘Sensual Powder Matte’ lip tint offers a range of colors, including subtle MLBB shades that were previously rare in the Thai market, allowing HERA to introduce its distinctive makeup style.
A HERA representative stated, "Following our successful entry into Japan last year, we are accelerating our efforts to establish HERA as a global luxury makeup brand with this expansion into Thailand. 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."