Amorepacific Corp.’s premium cosmetics brand, Hera, is making its debut in Thailand, with its first store opening on August 8 at Central Chidlom, a prominent department store in Bangkok. The expansion reflects the South Korean beauty giant’s push into Southeast Asia’s growing luxury cosmetics market.
Following this launch, Hera plans to open a pop-up store next month at Siam Paragon, one of Bangkok’s largest and most prestigious shopping malls. The brand’s products will also be available in major Sephora stores and popular local multi-brand retailers like Eveandboy.
Hera has already made inroads into Thailand’s online retail scene, launching on Lazada last month. It also plans to expand its digital presence with entries on Shopee and TikTok Shop in the second half of the year.
In the Thai market, Hera will emphasize its best-selling products, such as cushions, foundations, and lip tints, as it seeks to capture the attention of local beauty enthusiasts. By combining physical stores with a robust online strategy, Amorepacific aims to strengthen Hera’s position in the competitive Thai cosmetics landscape.
