Amorepacific-owned beauty brand Hera is accelerating its global expansion with its first store in Thailand.
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Located at Central Chidlom, a major department store in one of Bangkok’s key shopping districts, the new Hera Thailand store opened its doors on August 8, attracting over 200 attendees, including global media representatives, and influencers.
Coinciding with the store launch, Hera also held a pop-up event, where visitors had the opportunity to experience the South Korean beauty brand’s products up close, and participate in various events, including professional makeup services and live makeup shows led by the brand’s artists.
Inside the new Thai store, Hera said bring its core products to Thailand, including cushion foundations, liquid foundations, and lip tints. The brand’s signature product, the ‘Black Cushion Foundation,’ has garnered significant attention in Thailand, according to the cosmetics brand, while its ‘Sensual Powder Matte’ lip tint offers a range of colours, including subtle MLBB shades that were previously rare in the Thai market, the company added.
“Following our successful entry into Japan last year, we are accelerating our efforts to establish Hera as a global luxury makeup brand with this expansion into Thailand,” said a Hera representative.
“In a market where beauty trends are rapidly evolving, and the youth demographic is significant, we will strengthen our competitiveness by offering Hera’s signature products and aesthetic vision tailored to the discerning tastes of Thai consumers.”
Looking ahead, Hera plans to extend its reach in Thailand by launching another pop-up store at Siam Paragon, one of Bangkok’s largest shopping malls, in September.
Additionally, the beauty brand is preparing to enter key locations in Thailand, including multi-brand retailers, EveanBoy and Sephora.
The opening in Thailand comes one month Hera launched on online shopping platform, Lazada. The brand said it plans to expand its online reach further in the second half of this year by launching on Shopee and TikTok Shop.