Stray Kids' Felix is adding yet another impressive line to his resume, signing on as the new global brand ambassador for Korean beauty brand HERA.
On August 6, HERA teased Felix as its newest ambassador with a post on the brand's official Instagram channel. The short video featured Felix's unmistakable voice reciting “Hi, HERA.” The caption for the post read: “His Voice. His Boldness. He’s Undefined. He’s almost here.”
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That same day, Felix officially confirmed his partnership with the brand with his own carousel of photos posted to his Instagram account. In the pictures, the Stray Kids star is seen surrounded by flowers and HERA x Felix-branded balloons and a giant present box in celebration of his new role. The carousel also included pictures of Felix posing with one of the brand's cushion foundation and a lip product.
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As noted by South Korean outlet News1, this marks the first time HERA has changed its ambassador in more than six years. Previously, BLACKPINK's Jennie served as the face of the brand. With the feat, Felix also becomes the first male ambassador for HERA.
“Felix’s unique style and versatile charm match the ‘bold and elegant beauty’ that HERA values, which is why we chose him as an ambassador," a representative for HERA reportedly said about Felix's appointment, as translated by Soompi. "We expect him to help share HERA’s beauty philosophy with customers worldwide.”
Fans began speculating about a potential partnership between Felix and HERA last month, when the star was spotted at the airport leaving for the European leg of Stray Kids' <dominATE> world tour wearing a personalized version of one of the brand's cushion foundations as a charm on his duffle bag, as you can see below.
The HERA ambassadorship expands Felix's influence into the world of beauty even further, with the star previously also announcing a partnership with Korean cosmetic brand Tamburins as part of a bigger deal with its parent company, which also sees him as brand ambassador for popular eyewear brand Gentle Monster and new hedwear brand ATiiSSU.
The Australian star has also famously inked ambassador deals with Samsung, UNICEF, Gong Cha, and, most notably, Louis Vuitton, for which he also served as a runway model in 2024. What can we say? It's Felix's world, and we are just living in it!
