Amorepacific's Hera enters Japanese market

South Korea's Amorepacific Corp. announced on Thursday that its premium color cosmetics brand Hera has launched in Japan, signaling a significant move in its global market expansion.

Since Aug. 31, Hera has been operating a pop-up store, in Tokyo's upscale Shibuya Scramble Square shopping mall.

The store offers visitors the opportunity to sample flagship products and receive professional makeup consultations and demonstrations from Hera-affiliated artists.

In addition to its physical presence, the brand officially entered @cosme, Japan's largest beauty information platform and multi-brand retail shop, on Sept. 1.

There, Hera showcases its top-selling products including its Black Cushion, Sensual Nude Balm, and Sensual Nude Gloss.

The launch followed a VIP preview event held in July, attended by more than 300 industry stakeholders including local distributors, media representatives, and influencers.

The event featured the Black Cushion, a product that has surpassed 8.56 million global sales since its 2017 debut, as well as Sensual Nude Balm, and Sensual Nude Gloss, which were popularized by brand ambassador Jennie, a member of the K-pop sensation Blackpink.

Starting in Oct. this year, the brand plans to further expand its footprint by launching additional pop-up stores and amplifying its online presence. Through these multi-pronged efforts, the company aims to establish Hera as a new luxury makeup brand in both online and offline markets in Japan.

In terms of future growth, Hera officials stated that the brand has plans for a broader Asian expansion. "Starting with Japan, we intend to expand into other ASEAN markets, including Thailand," a company source said. 

Write to Soo-Jung Ha at agatha77@hankyung.com