On August 6, luxury K-beauty brand HERA officially announced Stray Kids’ Felix as its new global ambassador, marking a major shift for the brand after over six years.
The appointment comes following the conclusion of BLACKPINK Jennie’s long-standing partnership with HERA, which began in early 2019. Jennie played a key role in globalizing the brand’s “Seoul Beauty” philosophy, a concept centered on spreading the elegance and originality of Seoul’s culture around the world.
Now, HERA begins a new era with Felix, citing his “bold yet elegant beauty” and multifaceted charm as the perfect embodiment of the brand’s evolving image.
“Felix’s unique aura and versatile appeal align seamlessly with HERA’s vision of confident and refined beauty,” a representative from Amorepacific, HERA’s parent company, shared. “We look forward to sharing our beauty philosophy with a global audience through this exciting new collaboration.”
Rumors of Felix’s involvement with HERA had been circulating since last month, after fans spotted a customized HERA cushion compact (engraved with Felix’s name) attached to his bag during his departure for the group’s Europe tour. This subtle hint sparked speculation across fan communities, much like his past indirect teaser before becoming the face of Gong Cha.
With this new role, Felix continues to expand his presence in the fashion and beauty world, further establishing himself as a global icon beyond the music stage.
Stay tuned for more from HERA x Felix as the brand unveils their upcoming campaigns, as well as Stray Kids' upcoming 4th album "KARMA" dropping on August 22nd.
SEE ALSO: Stray Kids unveil the Comeback Timetable for their 4th Full Album 'KARMA'
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