Amorepacific’s luxury beauty brand HERA has named Stray Kids member Felix as its new global ambassador. This marks the first time HERA has selected a male model to represent the brand worldwide, following a six-year partnership with BLACKPINK’s Jennie.
Felix recently signed an endorsement deal with HERA. Jennie had been the face of the brand since early 2019 and was instrumental in promoting the cosmetic brand to the global audience. Her departure opens a new chapter as the brand shifts toward a more global and gender-inclusive direction.
HERA has historically selected top Korean actresses like Lee Young Ae, Kim Tae Hee, and Shin Min Ah to promote its image of elegant femininity. The brand has rarely used male models outside of its men’s line. While male models were used for its men’s line “HERA Homme,” previously endorsed by actors Jang Dong Gun and Lee Jung Jae, Felix is the first male figure to represent the full brand globally.
This shift appears aimed at targeting international markets, particularly North America and Europe, where Stray Kids, and Felix specifically, have a strong fan base. It is also in line with rising genderless beauty trends that are reshaping consumer behavior in Western regions.
Felix’s ambassadorship had already been speculated prior to confirmation. In July 2025, he was photographed at Incheon International Airport carrying a personalized HERA cushion compact engraved with his name.
The 24-year-old K-pop star is also a house ambassador for Louis Vuitton, a position he has held since August 2023. In addition, he regularly collaborates with brands like Gong Cha, Gentle Monster, Samsung, and more. In addition, he was named ambassador for UNICEF Korea in late 2024
HERA is expected to leverage his global reach and influence among Gen Z consumers to expand its presence in key overseas markets. This appointment ends a notable chapter with Jennie and begins a new phase focused on inclusive branding through Felix’s influence as a K-pop idol.
On the work front, Stray Kids will make a return to the music scene, this time with a full album KARMA, on August 22.
