HERA History

• named Allure Editor’s Pick of 2018 April
• named ELLE Editor’s Pick of 2018 April

• HERA BLACK CUSHION
• HERA HOMME ESSENCE IN SKIN

• named Korean cushion compact winner at the Instyle Star Beauty Awards 2016
• named winner of the Allure Best of Beauty Awards 2016

Ranked top in the male cosmetics category for three years running

AMOREPACIFIC's sunscreen products included

• Named the Best Oil in the HEREN Magazine November Issue 2015, in a blind product test
• Named No.1 oil serum by JoongAng Ilbo's Beauty Talk

The first official title for Seoul Fashion Week in its 15-year history 7-day HERA Seoul Fashion Week with fashionistas around the world The winning combination of K-Beauty and K-Fashion caught worldwide attention

• SIGNIA CREAM in the anti-aging cream
• ROUGE HOLIC in the lipstick category

• MODIFIER ranked top in the anti-aging category
• CELL-BIO CREAM SOFT ranked top in the moisturizing cream category

• CELL ESSENCE named No.1 whitening essence
• SUN MATE ESSENCE GEL named No.1 sunscreen

• AGE REVERSE CUSHION named the Best Cushion of May by a blind product test
• CC CREAM CITY DEFENSE named the Best CC Cream of March by a blind product test

• SUN MATE ESSENCE GEL named No.1 sunscreen in Korea
• UV MIST CUSHION ranked named No.1 cushion compact in Mainland China

• UV MIST CUSHION named No.1 cushion pact in customer preference survey
• CC CREAM named No.1 multi-base in customer preference survey

• CELL ESSENCE named the Best Water Essence of January in a blind product test
• PURE CC CREAM named the Best CC Cream of January in a blind product test

HERA has won awards for two years running and it has ranked 1st across 5 categories in a 3-month on/offline survey targeting around 5,000 women in Korea, Mainland China and Thailand.

• Ranked top in the list of the most-desirable brands in Korea
• No.1 anti-aging essence in Korea – AGE AWAY MODIFIER
• No.1 whitening essence in Korea – WHITE PROGRAM BIOGENIC EFFECTOR
• No.1 makeup brands in Korea
• No.1 foundation in Korea – SOFT LAYER FOUNDATION

• HERA's first ingredients to be patented in five countries worldwide
• NET (New Excellent Technology) certified by the Ministry of Health and Welfare
• A patent in Korea was obtained for a skincare technique that uses cream with gauze

This cream treats overall skin problems for younger looking skin that’s visibly clearer with the help of Cell-Bio Omnifocus™, which is HERA’s next- generation anti-aging ingredient. As the result of 87,600 hours of research, it has been patented in five countries (Korea, US, France, Japan and Mainland China).

Containing HERA Cell-Bio^™ Technology, this much-loved cream promises fast and definite skin improvement with a special gauze-based skincare technique.

Leading Cell-Bio^™ product

Developed based on research into skin-restoring water and body fluid-mimicking technology that fills the skin, Cell-Bio Fluid Sync^™ quickly fills the skin with activation energy lost from aging and stress to make the skin smooth and look radiant overnight. Use with a wave-patterned cotton pad designed for delicate and effective treatment to get clear, younger looking skin.

HERA has reinvented ROUGE HOLIC as a smooth, glide-on lipstick that offers rich, full-bodied colors. It features a unique texture that feels silky-smooth on the lips and delivers stay-true color that feels moist and lasts long on the lips like lip gloss.

HERA HOMME is a luxurious men's skincare product line designed for young professionals who create their own style with their inimitable trend-setting sense and independent spirit. HERA HOMME offers cell science-based skincare solutions optimized for men’s skin through its strong commitment to research into men's skin, skincare regimes, grooming behavior and the latest grooming trends.

Developed a new sponge multi-cushion formula using Cell-Trap technology

HERA marked a milestone in the history of advanced bio-cosmetics with the reinvented Abcell 2.0^™ that, in addition to the previous cell structure-mimicking Abcell™, embodies the key function of the cell – its perfect bio structure.

HD FIX MAKEUP allows makeup to last 12 hours through high-coverage Hyper-fine Dispersion Technology that is the zenith of advanced HD technology and a new flexible, skin-fitting makeup layer named BIO-GEL.

AGE AWAY MAKEUP is the perfect premium makeup line that provides perfect coverage to create young, bright and smooth, wrinkle-free skin that looks naturally flawless and shines from within.

• Named amongst the hit products in the second-half of 2009 by the Segye Ilbo / Kyunghyang Shinmun / Kukmin Ilbo / Seoul Shinmun

• Named winner of Marketing Prize by the Seoul Economic Daily

HERA SKINCARE has evolved from the concept of The 2nd Skin into the most advanced cell science-based skincare line available with Abcell™, which is a skin cell-mimicking ingredient for cell regeneration developed through the application of microfluidic cell science.

HERA V COLLAGENIC is a special facial firming product line from HERA that is essential for keeping the facial shape. It was launched in response to the increasing segmentation of anti-aging cosmetic products and became an instant hit, helping to coin new words such as V-line and Heart line. It comes in three varieties: HERA V COLLAGENIC SERUM, HERA V COLLAGENIC CREAM and HERA V COLLAGENIC MASK (sheet mask).

The idea for reinvention of HERA HOMME came from changes in the male cosmetics market with an increasing number of men are scooping skincare products. Reinvented HERA HOMME features improved effectiveness of products that take care of both in and outside of men's skin through combination of excellent ingredients and advanced technologies, and a wide range of selections designed for different skin types and concerns of men.

A dramatic combination of beauty and IT – HERA DERMA KIT was the must-have product of 2008. Upon its release, it brought about a noticeable change through the combination of HERA's skin whitening and anti-aging knowhow and a powerful skincare mechanism that delivers the effective ingredients using an ultrasonic wave.

HERA MAKEUP was reborn as COLOR ALCHEMY MAKEUP inspired from the practice of alchemy which seeks to fashion gold from natural elements. COLOR ALCHEMY MAKEUP is designed to express different variations of textures and color senses through color balance and harmony (color alchemy) based on the four main elements of alchemy – water, fire, earth and wind – in order to bring out the innate beauty of women as a glittering aura.

HERA MASCARA AUTO MAGIC became the first Korean-made product to receive the silver award for its innovative rotating brush design at the 19th DuPont Award held on August 11, 2006 in Philadelphia.

HERA SKINCARE LINE evolved based on cell science that creates an optimum environment in which skin cells could maintain their ideal state under the concept of The 2nd Skin (the 2nd skin born from within the skin) to help renew the skin and prevent it from losing its gloss. The innovative package design (Slim line) implemented through collaboration with a global creative agency IDEO was also recognized with the design award.

"Makeup is an exquisite art work that brings out women’s innate beauty." HERA MAKEUP introduced a new version of HERAtelier that highlights modern femininity and creativity with strong commitment, just as an artist creates a work of art in an atelier.

HERA reinvented its scented skincare line HERA for Men as HERA HOMME to better respond to the changing needs of grooming by offering tailor-made products for different skin types based on intense research into men's skin.

HERA won the grand prize for its project of introducing art-inspired makeup to enhance brand assets in the brand leadership category at the 2004 Korea Marketing Awards hosted by KMAC (Korea Management Association Consultants).

HERA, as a brand synonymous with female beauty, sponsored the entire Seoul Collection to enhance its image as a beauty brand that goes with fashion. For the event, it offered backstage makeup for five designers – Kim Yeon-ju, Hong Eun-ju, Woo Yeong-mi, Jeong Wook-jun and Park Eun-kyung – and served to inspire others as an example of how a beauty brand could work with high fashion to create beauty.

In line with the global trend for health and well-being, HERA introduced a health food named VB PROGRAM S'lite SLIMMER and the body shaping solution HERA S'lite DESIGNER. For this, HERA worked in association with V=B Program to make a comprehensive body shaping program to keep the body in a beautiful, smooth shape by managing total body fat and partial body shape.

HERA made up models backstage for Designer Lee Yeong-hui and Moon Jeong-hui in the Prêt-à-Porter show held in Paris in March and October, 2003 to enhance the fashion sense and global sense of HERAtelier MAKEUP.

HERA AGE AWAY LINE embarked on a new chapter in the anti-aging field with skincare and base makeup products containing ERP (Essential Returning Pool), which is an ingredient made from FDP inside the body that is capable of facilitating vital activity and protecting organ tissue.

HERAtelier is a compound word from HERA and atelier, which symbolizes creativity. As such, HERAtelier contains an artist’s sense of color sensitivity, similar to how the first atelier is originated. The launch of HERAtelier with the help of Makeup Creative Director Damien Dufresne added the sensitivity of artist to all the products in the range, including seasonal collections, and enhanced the brand’s on-trend image.

HERA SKINCARE took note of the environment in which cells could grow to keep the skin young and healthy. Based on this research, it developed the isotonic water HERA Nectar and launched a range of products that respond to different skin types and concerns.

HERA tapped famous French makeup artist Damien Dufresne for the position of makeup creative director to build a sophisticated and modern, European- style image that would do justice to HERA's own sense of beauty. By enhancing the uniqueness and impact of HERA MAKEUP with creative knowhow and ideas, HERA has positioned itself as a brand that sets the trend.

In June 2001, HERA opened the brand site (www.hera.co.kr) and carried out a promotional campaign targeting women aged between 25 and 35 in celebration of its website launch. HERA selected an online PR mission to represent the brand and commenced a range of online communication programs featuring novel, brilliant and creative ideas, such as enticing online promotional campaigns using constellations.

Through skin color measurement in 1999 and a base makeup color preference survey in 2001, HERA identified the colors preferred by each age group and accordingly developed base makeup products. HERA developed its own color matching system in association with the leading color research institute in Korea to provide a counselling tool that helps customers easily find their own color preference.

HERA started a makeup collection development project with the American makeup artist Joseph Boggess. HERA’s collections are constantly updated to be more fashionable and on-trend and, for this, it actively collaborates with renowned foreign makeup artists as part of its beauty philosophy to reinterpret Western esthetics from an Asian perspective.

HERA overtook Chanel to be named the most-preferred brand by Korean customers in the BEI (Brand Equity Index) survey conducted by Novaction Japan & Korea in September, 1999.

HERA BASE MAKEUP was renewed to provide colors that best suit the range of Korean skin tones under the motto of pursuing skin aesthetics through technological and emotional innovation.

Based on the theory of skin physiology about signal transmission between cells, HERA SKINCARE has evolved into a line that heals the skin at a cellular level through joint research between German CLR.

With the launch of a luxurious, elegant-scented body care line, HERA widened its product portfolio as a total brand.

Launched as a scented male skincare line for men with aesthetic sense, HERA for Men is the predecessor of the leading grooming care line in Korea – HERA HOMME.

As Korea's first ampoule-type whitening program with separate powder and fluid (essence) it became an instant hit.

HERA SKINCARE is the fruition of intense research into Korean skin. HERA noticed that the skin starts to lose its ideal rhythm at the age of 25. With that insight as its starting point, it launched a skincare line with Harmony Complex as the key ingredient to help the skin return to its ideal state through cell activation, moisturization and sebum control. The result was a new chapter in cell science-based skincare.

When global leading beauty brands first broke into the Korean market, HERA was born with the slogan: a woman with allure. It soon grew into the leading prestige brand in Korea through its exclusiveness, with technologies that enabled the implementation of fashionable colors, counselling for different skin types and analysis of skin/emotion, excellent-quality products and strong network-based marketing campaigns.