K-beauty just got a new global ambassador, and it’s none other than Stray Kids’ Felix. The Australian-Korean star has officially joined the HERA family, and it’s a move that perfectly aligns with both the brand’s refined identity and Felix’s powerful presence in the fashion and beauty world. Let’s talk about Hera and what this brand deal mean to STAY!
What Is HERA?
HERA is a luxury beauty brand under the Amorepacific umbrella, known for its sleek packaging, high-performance formulas, and trend-forward color palettes. Its philosophy revolves around celebrating self-expression, urban confidence, and modern femininity; qualities that resonate across all genders in today’s beauty landscape.
From its best-selling Black Cushion foundation to the Sensual Powder Matte lip line, HERA has made a name for itself through both innovative formulas and star-studded campaigns. The brand has long stood as a staple in the South Korean beauty scene and is increasingly gaining global attention.
Jennie’s Legacy With HERA
Felix’s announcement comes after BLACKPINK’s Jennie officially ended her five-year ambassadorship with HERA. Known for bringing a soft yet bold charisma to the brand, Jennie played a key role in expanding HERA’s global influence. Her campaigns were beloved not just for their visuals but for how they captured a new era of K-beauty; minimal, chic, and impactful.
Her departure leaves behind a legacy of high standards and iconic moments, and a fanbase still loyal to her work with the brand.
Felix Taking Over the Beauty World
LEE JEONG MU/Getty Images – Felix Instagram Story
Stray Kids’ Felix is adding yet another impressive line to his resume, signing on as the new global brand ambassador for Korean beauty brand HERA.
Today, HERA teased Felix as its newest ambassador with a post on the brand’s official Instagram channel. The short video featured Felix’s unmistakable voice reciting “Hi, HERA.” The caption for the post read: “His Voice. His Boldness. He’s Undefined. He’s almost here.”
That same day, Felix officially confirmed his partnership with the brand with his own carousel of photos posted to his Instagram account. In the pictures, the Stray Kids star is seen surrounded by flowers and HERA x Felix-branded balloons and a giant present box in celebration of his new role. The carousel also included pictures of Felix posing with one of the brand’s cushion foundation and a lip product.
“Felix’s unique style and versatile charm match the ‘bold and elegant beauty’ that HERA values, which is why we chose him as an ambassador. We expect him to help share HERA’s beauty philosophy with customers worldwide.”
Fans began speculating about a potential partnership between Felix and HERA last month, when the star was spotted at the airport leaving for the European leg of Stray Kids’ <dominATE> world tour wearing a personalized version of one of the brand’s cushion foundations as a charm on his duffle bag. He later showed it again in his Instagram Stories, attached to his Louis Vuitton bag.
If you’re looking to try HERA for yourself, the products are available in the U.S. via Amazon, and for international fans, they can also be shipped worldwide through the Korean-based shopping platform Amore Mall. Shipping is free on orders over $55 in many countries; check this link for details. Right now, Amore Mall is offering a 40% discount for international orders using the code AUG40. This code will expire soon, but if you subscribe to their newsletter or create an account, you’ll get a 10%OFF and a welcome reward of Free Shipping regardless.
The HERA ambassadorship joins a long list of brand partnerships for Felix. He is currently a Global Ambassador for:
- Louis Vuitton
- UNICEF
- Gentle Monster
- Tamburins
- ATiiSSU
He’s also the face of Gong Cha Global, has been named Tommy Hilfiger’s ambassador as part of Stray Kids, and appeared in a Samsung commercial earlier this year. There has been some misinformation going around claiming that he is, in fact, an ambassador for the tech giant, but the South Korean company hasn’t officially addressed him as such.
With his ever-expanding portfolio, Felix continues to cement his place not only in the world of music, but as a rising icon in fashion, beauty, and philanthropy.
Ways for STAYs to Show Support
As we wait for the official release of Felix’s Hera campaign, STAY, there’s already a lot we can do to support him and make this partnership shine. One of the easiest and most impactful actions is to follow HERA’s official social media accounts. Did you know that if you click the follow button from the reels, the brands can track exactly how many new followers that post brought them? Like, share, comment, and engage with their Felix-related content as much as you can; it helps visibility and shows the brand that choosing Felix was the right move. It’s also a good time to start tracking their hashtags and posts so we don’t miss any updates, especially with something new launching very soon.
Speaking of new! Hera just teased a next-level lip care product, the HERA Lip Serum, which is dropping this Monday, August 11 at 7 p.m. KST. While it’s not officially confirmed, all signs point to Felix being the face of the product. Whether it’s a soft launch or a full reveal, keeping an eye on their platforms that day could give us the confirmation we’ve all been waiting for. Hera tends to be more straightforward with their hints, which is great for us, especially since we have a pretty bad track record when it comes to decoding spoilers and teasers.
If you’re thinking of buying any HERA products, consider sharing a photo or story on social media and tagging @herabeauty_official (or the relevant local account). HERA also has an official storefront on Amazon US, and ships internationally via Amore Mall, so even if you’re not in Korea, you can still participate. Brands take note of this kind of engagement, and every tagged photo helps build Felix’s presence as a brand ambassador. It’s a great way to show collective power while treating yourself to high-quality products, and more importantly, it directly contributes to his performance metrics. Especially his EMV (earned media value), which helps him land even bigger deals.
Let’s help make this new chapter with Hera a total success!
