The launch event attracted 200 global media representatives and influencers, featuring brand introductions, makeup demonstrations and beauty routines. A pop-up store accompanied the opening, offering product trials and professional makeup services.
Hera plans to increase its presence in Thailand with a September pop-up store at Siam Paragon mall and feature locations in multi-brand shops like EVEANDBOY and Sephora. The brand is also expanding its online reach through platforms such as Lazada, with plans to launch on Shopee and Tiktok Shop later this year.
“Following our successful launch in Japan last year, this expansion into Thailand accelerates our overseas market strategy as we aim to establish ourselves as a global luxury makeup brand,” a Hera representative said.
“We will strengthen our competitiveness in Thailand’s trend-sensitive market with its large young consumer base through our signature products and content that embodies Hera’s unique philosophy."
In the Thai market, Hera is focusing on its signature cushion foundations, liquid foundations, and lip tints. The Black Cushion Foundation, Korea’s top-selling cushion product since 2017, has garnered significant interest from Thai customers who value coverage and longevity, according to the company. The Silky Foundation targets those seeking a natural glow, while the Sensual Powder Matte lip tint introduces new MLBB shades to the market.
