Amorepacific's beauty brand HERA has named Stray Kids member Felix as its new global ambassador.
According to the beauty industry, on August 6, HERA recently signed an advertising model contract with Felix, marking the brand's first model change in over six years.
BLACKPINK's Jennie had been the face of HERA since early 2019 until earlier this year. She had acted as the face of HERA, endorsing the brand's "Seoul Beauty Philosophy," which aims to share the unique beauty of Seoul with the world.
When news broke last month that HERA and Jennie were parting ways, speculation quickly arose that Felix would be the brand's next model. This speculation stemmed from Felix being spotted carrying a bag adorned with a HERA cushion while departing from Incheon International Airport for Stray Kids' European tour. The cushion case even had Felix's name engraved in English.
A HERA representative from Amorepacific stated, "Felix's unique aura and multifaceted charm align perfectly with HERA's vision of bold and elegant beauty. We look forward to him spreading HERA's beauty philosophy to our global customers."
Following the announcement, Korean netizens gathered in a popular online community to share their reaction. Many netizens noted the change in times with more male models representing cosmetic brands. In particular, Korean netizens praised HERA's choice of Felix as their ambassador, Felix's unique aura.
They commented:
"Oh, Felix is good."
"Felix has a refreshing image and has a unique aura. So I like him."
"Congrats to Felix."
"HERA's representing product is the Black cushion. Why would they use a male as their model?"
"? So many brands are choosing male models for beauty products."
"I'm looking forward to the new ads."
"I was looking forward to a female model."
"Felix is so beautiful, though."
"Give us back Jennie. lol."
"I generally don't think male models are fit to do beauty brands. lol."
"I don't get why males should represent makeup products for women."
"Felix looks so pretty. Lol."
"I like Felix."
"Wonder why they changed from Jennie to Felix."
"I'm excited about Felix's pictorial."
"He's so pretty. I think he's a good fit."
"I think a female model would've been better."
"I think Felix is a good choice. He has such a unique aura."
SEE ALSO: Stray Kids is the 'Most Streamed K-pop Group in 2025' in France
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