Amorepacific's contemporary beauty brand, HERA, has named Felix, a member of the globally acclaimed group Stray Kids, as its new global ambassador.

Drawing its inspiration from the dynamic beauty of Seoul, HERA vibrantly reinterprets this aesthetic, promoting the culture and values of 'Seoul Beauty'—a concept that infuses daily life with a distinctively urban elegance.

Felix, renowned as a top global artist for his deep and resonant voice and unparalleled performance prowess, is distinguished by his uniquely individual style and captivating presence. It is this bold yet elegant, multifaceted allure that aligns perfectly with HERA's own persona, the 'SEOULISTA,' making him the ideal choice for this global ambassadorship.

His official activities will commence with the global campaign for HERA's new 'Reflection Skin Glow Line,' launching in late August. A host of diverse brand promotions are planned, including the September debut of 'Brownie Boy,' a new lip color for Sensual Nude Gloss, specially developed with inspiration from Felix. Through this collaborative partnership, HERA aims to unfold its brand philosophy and values with greater breadth and dimension across both the Korean domestic market and key global arenas, including Japan and Thailand.

A representative from HERA remarked, "Felix is a global icon whose singular mood and profound energy inspire a new wave of creativity worldwide." They continued, "Moving forward with Felix, we intend to present a novel interpretation of HERA's ethos of finding beauty within oneself, and will unfold a rich tapestry of brand promotions designed to deeply resonate with our global clientele."