WHAT KOREA’S URBAN WOMEN WANT
Multifunctional cosmetics that help them look confident while they go forth and conquer at work and in life. Hera, Amorepacific’s first premium brand, which debuted here last month, is made for women like them.
Hera specialises in multifunctional cosmetics for the busy overachiever.
Hera – named after the Greek goddess who represents the ideal female and was launched in 1995 in Seoul – has a name for the modern professional: “Seoulista”. “She’s feminine, careerdriven, looks after herself, knows what she wants,” says Eunim Lee, Hera’s managing director, who was at the brand’s first Southeast Asian opening at Takashimaya D.S. in May.
“When we created Hera, we visualised what she, an international woman, not just a Korean, would want from her cosmetics: they should have multi-benefits – be portable, fuss-free, lasting (because busy women have no time to keep touching up), and should suit women everywhere,” says Lee. That’s why Hera’s UV Mist Cushion Cover, for instance, is lightweight enough to wear comfortably in our humidity as well as in only-humid-at-times Seoul, retains moisture, and provides UV and antioxidant protection. That’s also why its best-selling Black Cushion foundation now gives a semimatte finish instead of a dewy one, because the former works on everyone, everywhere.
“Hera also has fashionable colours that reflect trends in Europe and Asia, so the Seoulista can switch things up from office to club. Yet there will always be a wide range of grown-up chic colours for everyday wear.”
Cell Essence, $80
Used after cleansing, the milky essence, which mimics and boosts skin’s own moisturising functions, preps skin for skincare.
Rosy-satin Cream, $120
Hera’s best-selling day and night moisturiser is designed to give skin the soft, velvety feel of rose petals.
Oil Serum Magic Formula, $115
A light gel that dissolves into a watery essence, which in turn becomes a light facial oil. Use in place of serum, or before makeup for a glowy finish.
Magic Starter SPF25/PA++, $62, in four shades
A multitasking primer that moisturises, smooths, conceals redness and sallowness, and prevents makeup from caking or dulling.
Rouge Holic Shine, $45, in 24 shades
This lipstick conceals lips’ natural hue so it stays colour-true to what’s in the tube.
Rouge Holic Exceptional, $46, in 20 shades
Glides like silk over lips and hits the sweet spot between comfort and colour payoff.