THE WHAT? South Korean cosmetic powerhouse AmorePacific revealed that Hera’s cosmetic brand has debuted in the Japanese market.

THE DETAILS Launching in multi-brand retailer @cosme in Tokyo and Osaka branches. With plans to unveil more pop-up stores and start online sales in October.

THE WHY?  AmorePacific has set its sights on moving beyond China, targeting local Southeast Asian markets as a critical part of its global growth strategy. Endorsed by Blackpink’s Jennie, Hera’s brand profile has risen significantly globally. Their standout product, the Black Cushion Foundation, boasts impressive sales, with over 8.56 million units sold both domestically and internationally.