[HERA] Global Campaign Launched for Korea's No.1*1 Cushion for 8 Consecutive Years, 'Black Cushion Foundation,' Featuring New Visuals of Stray Kids' Felix

Amorepacific Japan Co., Ltd. (Location: Shibuya-ku, Tokyo; Representative: Jeonggyun Ra) is launching a global campaign called "NAME IT BLACK, CALL IT ICON" for its iconic "Black Cushion Foundation" from its contemporary beauty brand "HERA," originating from Seoul, Korea, starting April 1st (Wednesday). In this release, we will also introduce product information for the new color "Sensual Nude Gloss #325 Sunkissed," inspired by Felix.

Message Behind "NAME IT BLACK, CALL IT ICON"

Since its launch in 2017, the "Black Cushion Foundation" has sold a cumulative total of 14 million units*2 and has established itself as Korea's No.1*1 cushion brand for 8 consecutive years. This campaign conveys the message that "an icon is born not by numbers or titles, but at the moment it is continuously chosen as a 'standard'."

Stray Kids' Felix, HERA's global ambassador, appears in the campaign visuals and film. By overlaying Felix, who continues to exude a unique presence on various stages, with the Black Cushion Foundation, which has been supported as a standard for base makeup, the essence of an icon is symbolically expressed.

The campaign visuals and film will be available at HERA counters nationwide and on the official online store.

*1 Brand ranking based on purchase amount within Kantar Worldpanel's cushion category (January 2, 2018 - December 31, 2025)
*2 Cumulative domestic and international SELL-IN sales volume as of February 2026

HERA's Iconic "Black Cushion Foundation"

Noiseless, confident skin created by a thin film with high coverage
Skin-fit cover technology ensures the texture adheres uniformly to the skin.
It naturally corrects skin imperfections such as pores and uneven tone, leading to a balanced and refined appearance.
Furthermore, HERA's unique technology, which micronizes pigments, achieves high-adhesion coverage with a light, thin film.
Designed to maintain a uniform finish for a long time, it supports unwavering confidence even on a busy day.

Sebum-resistant formula for a fresh complexion in the afternoon
High-purity refining pigments*3 maintain clear color that resists dullness over time.
Diffusing cover powder*4 absorbs excess sebum, preventing shine and makeup breakdown.
The uniform semi-matte finish, unaffected by sebum, maintains a fresh skin impression over time.

Skincare-based formula resistant to environmental changes throughout the day
A skincare base containing white flower extract and hyaluronic acid*5 keeps skin moisturized for a long time.
The formula balances oil and moisture, making it less susceptible to dryness and shine, maintaining a refined look for extended periods.

*1 Kantar Worldpanel's brand ranking based on purchase amount within the cushion category (January 2, 2018 - December 31, 2025),
*2 HERA's own research. Individual results may vary, *3 Iron oxides, *4 Bismuth oxychloride,

*5 Jasmine flower extract, Mentha arvensis leaf extract, hyaluronic acid (all moisturizing ingredients)

Information on Campaign-Limited Promotions

To commemorate the launch of the campaign, special promotions will be held at HERA counters and the official online store, allowing customers to experience the brand's world view and high-quality finish.

[HERA Counter Exclusive / HERA BLACK ICON SET]
A base makeup set that further enhances the beautiful finish of HERA's iconic "Black Cushion Foundation." You can experience its perfection along with HERA's unique routine starting with skincare. The PDRN* blended sheet mask is exclusive to this set. This is a special lineup that can only be obtained here.

*DNA-Na (skin conditioning and moisturizing ingredient)

[HERA Counter / Purchase Benefits]
Customers who purchase 14,000 yen or more, including the Black Cushion Foundation (main product/refill), will receive a Sensual Tinted Shine Stick 105 Boyish (1.5g) and a pouch with a key ring. Enjoy the combination of refined skin and lips adorned with color and light.

[HERA Official Online Store / Purchase Benefits]
Customers who purchase the Black Cushion Foundation (main product/refill) will receive a base makeup sample. Experience base makeup that enhances the beauty of your finish.

 Furthermore, customers who purchase 14,000 yen or more, including the cushion foundation (main product), will receive a pink tweed pouch. This is an exclusive benefit of the official online store that adds a subtle touch of glamour to your daily life.

Second New Lip Color Inspired by Felix Appears

Introducing the new "Sensual Nude Gloss #325 Sunkissed," a neutral berry color reminiscent of dazzling sunlight. This is the second installment, following the "Sensual Nude Gloss #415 Brownie Boy," which was well-received globally last year.

A new color that combines loveliness and sophistication, captivating everyone
A new color that modernly reinterprets the warm Australian sun, the source of global ambassador Felix's bold and free sensibility, and HERA's Seoul sensibility. A neutral berry with a subtle hint of rose, elegant and vibrant like dazzling sunlight.

Glossy shine and plump finish
The transparent and glossy texture, with a high-gloss formula, makes vertical lip lines less noticeable and creates a plump, moisturized lip look. It adds a quiet elegance to your individuality, creating an expression that is natural yet exudes sophistication.

Stress-free, soft application
Formulated with moisturizing ingredients*1 that provide rich moisture and shine-covering polymer*2 that achieves an adhesive finish. It melts smoothly onto the lips for an effortless application. Additionally, it contains menthol*3 for a subtle cooling sensation, adding a fresh accent to the lips.

7-FREE:
No animal-derived ingredients, mineral oil, polyacrylamide, imidazolidinyl urea,
triethanolamine, PEG (polyethylene glycol), talc

*1 Phytosterols, evening primrose oil (all moisturizing ingredients),
*2 Dipentaerythrityl pentaisostearate (adhesion ingredient), *3 Cooling ingredient

▶ Limited Sets and Special Purchase Benefits

Limited sets combining the Black Cushion Foundation and Sensual Nude Gloss #325 Sunkissed will be available at HERA counters and the official online store. You can experience the complete look by combining items that recreate the look Felix wears in the campaign visuals.

[Common to HERA Counters and Official Online Store / Purchase Benefits]
Customers who purchase Sensual Nude Gloss #325 Sunkissed will receive an original cat keyring. Set products are also eligible.
*Limited quantity. Ends when supplies run out

[ What is HERA? ]
With "HERE. NOW. MYSELF." as its keyword, HERA has established itself as a luxury brand at the forefront of beauty and Seoul culture trends.
SEOULISTAs, people living in Seoul, a trend-setting city attracting global attention, value living authentically and confidently in the here and now. Instead of conforming to standardized beauty norms, they embrace their unique differences as inherent beauty, confident in their own being, and express themselves with sophistication, chicness, and intellectual elegance, rather than relying on exaggeration or flashiness.
Under the concept of "Contemporary Seoul Beauty," HERA has been enhancing people's beauty since its birth in 1995. By harmonizing rapidly changing trends with the unique sensibility of SEOULISTAs, HERA will globally disseminate the iconic Seoul beauty of our time.

■HERA Japan Official Brand Site
https://jp.hera.com/

■HERA Japan Official LINE
https://liff.line.me/1645278921-kWRPP32q/?accountId=093joqez

■HERA Japan Official Instagram
https://www.instagram.com/herabeauty_jp

■HERA Japan Official X
https://x.com/herabeauty_jp