Korean makeup brand Hera has made its debut in Thailand, opening its first store in the Central Chidom department store.

The Amore Pacific-owned brand said it will focus on its core products in the Thai outlets, including cushion foundations, liquid foundations, and lip tints. 

Aside from opening retail stores, it also plans to grow its online presence in the country. In July, the brand will launch in Lazada Thailand and will roll out in Shopee and TikTok Shop in the second half of this year. 

“In a market where beauty trends are rapidly evolving, and the youth demographic is significant, we will strengthen our competitiveness by offering our signature products and aesthetic vision tailored to the discerning tastes of Thai consumers,” said the company. 

Hera plans to extend its reach by opening a pop-up store in Siam Paragon, one of Bangkok’s largest shopping malls, and kiosks in multi-brand shops such as Evanboy and Sephora. 

The brand also recently launched in Japan.