Amorepacific’s HERA makes Thai market debut

It will focus on core products like cushion foundations, liquid foundations, and lip tints.

South Korean cosmetics giant Amorepacific Corp. has announced the entry of its luxury makeup brand HERA into the Thai market with the opening of its first store at Central Chidlom in Bangkok. 

The launch event drew over 200 attendees, including media and influencers, and featured demonstrations of HERA’s key makeup products.

HERA also held a pop-up event where visitors could try flagship products and watch live makeup demonstrations.

In September, HERA will further its Thai expansion with another pop-up store at Siam Paragon, one of Bangkok’s largest malls, and will soon be featured in leading multi-brand shops such as EVEANDBOY and SEPHORA.

The brand is also growing its online presence, having launched on Lazada in July and planning to expand to Shopee and TikTok Shop.

In Thailand, HERA will focus on core products like cushion foundations, liquid foundations, and lip tints.