While the rest of the world is only just waking up to the glory of K-Beauty, Singaporeans have been card-carrying members of the fan club for some time now. We’ve bought countless cushions, and tried more sheet masks than we care to remember. Now, our years of loyalty have finally paid off as Korea’s top-performing beauty brand (based on Nielsen Korea’s 2016 Brand Power Index) HERA is launching here, with their flagship store opening today in Takashimaya.
Scroll through the gallery to see our three K-beauty must-buys from the range!
What makes the brand so special? Firstly, it’s part of the Amorepacific family, who are proud parents to overachievers like LANEIGE, Mamonde and ETUDE HOUSE. Also, HERA, launched in 1995, is largely known for its beauty breakthroughs – it was the first brand to launch the innovative cushion foundation.
“When we [develop] new technology regarding the cushion, HERA is the first brand we unlock the technology [through],” shares Global Marketing Team Leader Mr Lee.
HERA is also the official makeup partner of Seoul Fashion Week, where Chief Makeup Artist and lead for SFW Jason Lee uses the brand’s Rouge Holic lip colours a lot. That means it’s super easy to recreate any lip trend you loved on the runways – just BYO catwalk strut.
Image: HERA Singapore’s Instagram