South Korea’s HERA aims to capture Japanese market through exclusive offerings and increasing consumer touchpoints

By Hui Ling Dang

- Last updated on GMT

HERA's products have gained attention in Japan for creating the looks of its famed brand ambassador. ©HERA
HERA's products have gained attention in Japan for creating the looks of its famed brand ambassador. ©HERA

Related tags South korean cosmetics Japan Amorepacific market entry Colour cosmetics

South Korean cosmetics brand HERA is stepping up on its global expansion starting from a recent debut in Japan, where it has launched several exclusive products catered to local consumers’ preferences.

Since August, Amorepacific-owned HERA has progressively rolled out Japan-only products in the market.   

“Although HERA is a luxury brand, we continuously strive to create beauty products that fit the ever-evolving times and to be close to our customers. As part of our launch, we have developed Japan-limited shades for three of our most popular items.

“The colours interpret trends in the country that not only meet the needs of local consumers, but also aim to expand the appeal of our brand, as these products can only be purchased here,” ​the firm said.

The products are specifically Black Cushion, Sensual Nude Balm, and Sensual Nude Gloss.

According to data from Kantar Worldpanel, the Black Cushion has been the top-selling product in the cushion category for six consecutive years from 2017 to 2023.

The semi-matte cushion foundation boasts an ultra-adhesive formula that fits smoothly to the skin, achieving high and long-lasting coverage while being lightweight. It is available in seven shades, designed based on the skin tones of more than 2,000 Asian women.

The Japan-only shade, named 22C1, is an ocher-based light beige colour that claims to brighten up complexion and is recommended for people with blue undertones.

As for the Sensual Nude Balm, the Japan-exclusive #460 Harmony is a “stylish red-brown colour that gives a sophisticated look”.

The product is known for its clear, luscious shades that blend with the original colour of the lips to bring out individuality, and for its moisturising effect that is said to last up to 30 hours.

On the other hand, the Sensual Nude Gloss #52 Taste produces the appearance of plump lips through strong shine and a non-sticky texture, while its cool-tone rose pink shade exudes femininity.

In Japan, HERA is currently available at a pop-up store in Shibuya Scramble Square and Atocosme (@cosme) stores in Tokyo and Osaka, as well as beauty e-commerce platforms @cosme SHOPPING and ZOZOCOSME.

Star power

Prior to its entry into Japan, HERA held an event in July that was attended by about 300 local distributors, media, and influencers.

At the event, the brand introduced its main product line-up and presented makeup looks using the products.

There was particularly keen interest in the Black Cushion, which has obtained cumulative sales exceeding 8.56 million units in South Korea and overseas since its launch in 2017.

Furthermore, the Sensual Nude Balm and Sensual Nude Gloss also gained attention for creating the looks of brand ambassador BLACKPINK Jennie.

Starting from October, HERA will be working to expand customer touchpoints both online and offline to “establish itself as a luxury makeup brand” in the Japanese market.

These include setting up more pop-up stores and increasing its presence on e-commerce platforms.

Beyond Japan, the brand has set sights on extending its global footprint.  

“HERA plans to expand into the ASEAN region, such as Thailand. We will continue to make efforts to bring our products to more consumers around the world,” ​the firm said.

Related news

Show more

Follow us


View more



Beauty 4.0 Podcast