In the past decade, countless Korean skin-care brands have become increasingly accessible to U.S. consumers — in large part, thanks to e-commerce platforms like Soko Glam and Peach & Lily — but Korean makeup brands are slowly catching up. Instead of traveling around the world to buy a suitcase’s worth of cushion compacts and lip tints in the Myeong-dong neighborhood of Seoul, South Korea, you can seamlessly shop some of your favorite K-beauty brands right on Amazon. If you haven’t heard of Hera, you (and your shopping cart) will be well-versed by the time you finish reading this story.
For any K-pop fans out there, especially Blinks (the fandom name given to Blackpink devotees), this is probably the hook you’re looking for. Since the beginning of 2019, Jennie Kim (her stage name is simply Jennie) has been the luxury beauty brand’s ambassador. The 25-year-old K-pop idol, who rose to global stardom alongside her groupmates Jisoo, Lisa, and Rosé, can often be found wearing her favorite lipstick shades on her Instagram and onstage. Case in point, the photo below was taken on the set of Blackpink’s virtual concert The Show, where the quartet performed a live medley of hits and solo stages, including a remixed rendition of Jennie’s 2018 “Solo.”
But prior to Jennie’s time in the Hera spotlight, the prestige brand has had a rich history of innovation. Hera originally launched in 1995 with the slogan: a woman with allure. Coincidence? We think not.
Over the next quarter of a century, Hera has gone on to research and devise thoughtfully researched and designed makeup, skin care, and fragrance collections — making a name for itself in the global luxury beauty market. And now, Hera is poised to make a big splash stateside with its arrival at Amazon. If you didn’t already know, the massive online retailer’s K-beauty selection is ever-growing and increasingly impressive.