After 20 years of leading the Korean beauty industry, Amorepacific’s edgy label, Hera, will finally make its debut in Singapore this 10 May.

Hera’s reputation is not built on the same whimsical foundation that most of its cosmetic counterparts are. Bereft of pink, bubblegum pop and doe-eyed ambassadors, Hera instead grounds itself as a brand that defines the cool, covetable attitude of its muse, the Seoulista. As the emblem of modern Korean beauty, the Seoulista’s bold, seductive qualities are exemplified by Hera’s brand ambassador, Jun Ji-hyun, a veteran actress who has starred in iconic dramas like My Sassy Girl.

hera beauty singapore
The Hera counter at Takashimaya.

Its inaugural counter will open in Takashimaya, with the full range of Hera’s skincare, makeup, and men’s line, known as Hera Homme.

This means you no longer have to travel to Seoul to bag its bestsellers, which include classics like the Hera Black Cushion foundation, the Rouge Holic Exceptional lipsticks, and the Cell Essence.

hera beauty singapore
The Hera Black Cushion.

The Black Cushion is one of the brand’s most recognisable products, with its sleek black and gold compact that contains a medium-coverage cushion foundation that looks seamless on the skin all day.

With ultra-fine mica powder in its formulation, the cushion delivers a subtle luminosity to the skin that conceals any dullness.

hera beauty singapore
The Rouge Holic Exceptional range.

Its Rouge Holic Exceptional range is every lip product junkie’s dream come true. With 20 different colours in the range, Hera does not sacrifice wearability in favour of quantity. All the colours in the line, from its sensual reds, vibrant pinks, and dark nudes, are suitable for daily wear, no matter the occasion.

The creamy formula is deeply hydrating with rich colour pay-off — all the hallmarks that make the Rouge Holic Exceptional your next favourite lipstick.

hera beauty singapore
The Hera Cell Essence.

On the skincare arm, its Cell Essence is one toner you can’t pass up. The watery liquid’s key ingredients are niacinamide, hyaluronic acid yarrow root and peach leaf extract, which are well-proven to help brighten, tighten and hydrate the complexion overnight.

Aside from these signature products, the new counter will carry its limited edition collaboration with artist Édith Carron, and their latest Fall/Winter 2018 collaboration.

At the end of the year, Hera will also open its first standalone boutique in Singapore, but that’s all we can tease for now.

Beatrice Bowers
Features Editor
Beatrice Bowers writes about beauty, drinks, and other nice things. When not bound to her keyboard, she moonlights as a Niffler for novels and can be found en route to bankruptcy at your nearest bookstore. Don't tell her boss.