Stray Kids’ Felix (스트레이키즈 필릭스) continues to shine as K-pop’s it-boy with his many brand deals. After landing the role as Gong Cha’s global brand ambassador, the rapper was announced as the newest global brand ambassador for Korean beauty brand HERA!
On 6th August 2025 (Wednesday), Amorepacific and HERA confirmed that they’ve recently signed a contract with Felix, signing him on as a model for the brand. The Stray Kids member takes over the ambassador role from BLACKPINK’s Jennie. This new partnership also marks the first time the beauty brand has changed its brand model in more than six years.
A spokesperson from HERA commented on the new collaboration with the idol, saying, “Felix’s unique aura and multifaceted charm align perfectly with Hera’s identity and pursuit of bold and elegant beauty, making him the ideal choice to represent our brand. We look forward to him spreading Hera’s beauty philosophy to global customers.” The brand will release official brand photos with Felix in the coming days.
Stray Kids fans have been expecting Felix’s new endorsement after spotting the idol with a HERA cushion on his bag last month. Since the product had his name engraved on its cover, fans speculated that the 25-year-old was hinting at his new partnership with the brand. Previously, Felix wore Gong Cha merchandise before the tea drink franchise announced him as their new global brand ambassador.
Felix’s other endorsements include being the house ambassador for luxury brand Louis Vuitton since 2023. The star has also walked the runway for the brand for Paris Fashion Week in 2024 and 2025. Analysts have estimated that Felix’s partnership with Louis Vuitton has delivered significant media impact value for the brand, showcasing the idol’s selling power. Earlier this year, he also became the model for Samsung’s Galaxy S25 Edge smartphone.
Congratulations to Felix on his new role! We can’t wait to see more of the idol with HERA soon!
Source: Naver
