On August 12, 2025, Amorepacific announced Stray Kids’ Felix as HERA’s new global ambassador, unveiling him as the face of the forthcoming Reflection Skin Glow line and a slate of worldwide promotions. The brand framed the choice around Felix’s “bold yet elegant, multifaceted allure,” positioning him as a perfect fit for HERA’s “Seoulista” identity.
A first for HERA — and a handover after six years
Felix isn’t just a new face; he is HERA’s first male global ambassador, marking a clear pivot for the color-cosmetics house. It also comes as HERA transitions away from BLACKPINK’s Jennie, who fronted the brand from 2019 until earlier this year.
The campaign plan
HERA says Felix’s activities start with the global roll-out of the Reflection Skin Glow base line in late August. In September, the brand will introduce “Brownie Boy,” a Sensual Nude Gloss shade created with Felix as inspiration—an early signal that his ambassadorship will extend beyond generic visuals into product storytelling. The company also flagged pushes in Korea and key regional markets such as Japan and Thailand.
Where the controversy came from
As soon as teasers and a welcome reel went live on social platforms, conversation surged. Many fans praised Felix’s visuals and voice in the campaign video, with several commenters applauding the natural-skin direction that leaves his freckles visible—arguing that foundation isn’t only about full coverage. Others questioned using a male star to sell a traditionally women-targeted base product, or simply expressed that they had preferred Jennie in the role.
K-media roundups captured this split mood: one community thread collected reactions ranging from “Felix has a unique aura—good choice” to “Why use a male for HERA’s hero Black Cushion?” In parallel, both Felix and Jennie were targeted with a wave of hostile comments after the brand switch was confirmed—evidence of how charged ambassador changes can be in K-beauty fandom spaces.
Why HERA bet on Felix
Beyond his massive global fandom, HERA is aligning with a real market shift: men’s skincare and color cosmetics are growing fast. Analysts project Korea’s men’s skincare market at about US$1.2B in 2025, with double-digit CAGR into the 2030s—while K-beauty overall continues to expand worldwide. In that context, tapping a male idol to carry a complexion campaign reads less like shock value and more like category expansion.
Brand calculus: risk vs. reward
- Upside: Felix’s reach (music, fashion, and social) gives HERA a global top-of-funnel amplifier, while the freckles-forward imagery differentiates the Reflection Skin Glow story from full-coverage competitors. The custom “Brownie Boy” gloss also personalizes the tie-up in a way fans can rally behind (and purchase).
- Risk: Swapping a beloved six-year muse for a first-ever male global ambassador inevitably disrupts brand memory structures. As early backlash shows, some consumers read the move as misalignment with their expectations of HERA or of base-makeup advertising.
What to watch next
- Sell-through on the Reflection Skin Glow launch; 2) reception to “Brownie Boy” and whether Felix-named SKUs become a mini-line; 3) how HERA localizes the campaign in Japan and Thailand versus Korea; and 4) whether the brand continues the natural-skin aesthetic or blends in classic high-coverage looks to bridge the divided reaction.
