Credit: HERA
After nearly six years, beauty brand HERA and Jennie have officially parted ways.
According to industry insiders on July 15th, Amorepacific’s luxury cosmetics brand HERA recently ended its endorsement with Jennie, marking the close of a partnership that began back in early 2019.
During that time, Jennie helped define HERA’s brand identity both at home and abroad, aligning with the company’s “Seoul Beauty Philosophy”—a vision of spreading the city’s unique beauty culture worldwide. The collaboration led to explosive brand recognition, with HERA’s bestsellers like the Black Cushion Foundation and Sensual Nude Gloss famously dubbed the “Jennie Cushion” and “Jennie Tint” by fans and consumers alike.
Sources say the split was amicable and natural, as both parties reached the end of their contract period. So, who’s next in line?
Credit: JYP Entertainment
All signs seem to point to Stray Kids’ Felix . On July 9th, the idol was spotted at Incheon International Airport heading out for a European tour, with a HERA cushion compact dangling from his bag. Notably, the cushion featured Felix’s name engraved in English—a detail fans were quick to zoom in on.
The moment drew comparisons to a previous PR moment when Felix was spotted using Gong Cha goods before he was officially announced as a brand model. Naturally, speculation is now swirling online that Felix could be HERA’s next face.
Amorepacific has confirmed that its contract with Jennie has ended, but declined to comment on her potential successor.
Online, netizens shared mixed reactions: “Jennie was perfect for HERA, this is so sad,” “I literally bought HERA because of Jennie,” “Using a male idol can really drive sales… Stray Kids are global top-tier, so Felix as a pick totally tracks”, “But why is a guy advertising women’s makeup?” “Still, Felix looks amazing in a beauty ad!”
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