Hera finally lands in Singapore

Hera finally lands in Singapore

Seoul sister

Text: Renée Batchelor

Luxury brand Hera makes its way to Singapore later this year, with plans for even more presence by year's end. Here's what you can expect

If you're a fan of Hera, the high-end makeup and skincare brand from Korean beauty giant AmorePacific, you don't have to wait till your next trip to Seoul for your fix. AmorePacific is finally bringing the brand into Singapore come April, with a counter in Takashimaya that will house not just the full selection of makeup and skincare, but the Homme line as well. Known for its cushion foundation and high-intensity lipstick, Hera has also been one of the main sponsors for Seoul fashion week in the past few seaosn.

Dubbed the top-performing brand in Korea, Hera boasts Korean actress Gianna Jun (best known for her role in My Sassy Girl) as the face of its makeup collection. As far of K-beauty brands go, Hera's DNA is slightly different — think less cutesy, natural beauty and more modern Korean woman, in line with her stylish, spirited counterparts in other big cities like Paris and New York. Only the second country (after China) to launch Hera outside Korea, it seems there are big plans for the brand, that will launch a standalone store in the third quarter of the year, thanks to the Singaporean thirst for K-beauty. Says Robin Na, the managing director of Amorepacific in the Asean region, "We are very excited to launch Hera in Singapore as our first market in South East Asia. Hera's image as a trendy and fashionable beauty brand resonates well with Singaporean consumers, and we hope our customers in Singapore will be delighted to welcome a Korean luxury makeup brand."