Felix from Stray Kids has been selected the new Global Ambassador for HERA, a luxury beauty brand

On August 6, premium K-beauty company HERA formally introduced Stray Kids' Felix as its new worldwide ambassador, signaling a significant transformation for the business after more than six years.

The hiring follows the end of BLACKPINK Jennie's long-term association with HERA, which began in early 2019. Jennie was instrumental in globalizing the brand's "Seoul Beauty" philosophy, which focuses on conveying the elegance and uniqueness of Seoul's culture throughout the world.

HERA is now launching a new era with Felix, noting his "bold yet elegant beauty" and multidimensional appeal as the ideal representation of the brand's growing image.

"Felix's unique aura and versatile appeal align seamlessly with HERA's vision of confident and refined beauty," said a spokesman from HERA's parent business, Amorepacific. "We look forward to sharing our beauty philosophy with a global audience through this exciting new collaboration."

Rumors about Felix's participation with HERA began last month, when fans saw a customized HERA cushion compact (engraved with Felix's name) attached to his backpack as he left for the group's Europe tour. This subtle hint prompted curiosity in fan circles, similar to his previous oblique teaser before becoming the face of Gong Cha.

With this new job, Felix expands his footprint in the fashion and beauty industries, cementing his status as a worldwide superstar beyond the music scene.

Stay tuned for more from HERA x Felix when the brand releases their forthcoming ads, as well as Stray Kids' upcoming fourth album "KARMA" on August 22nd.