South Korean beauty brand Hera opening in Takashimaya on May 10

The South Korean luxury beauty label, launching here next month, will be the brand's first South-east Asian location

The first question he is asked, when speaking to retailers in the region about embracing one of his company's 27 beauty and personal care brands, is: "Is this brand launching in Singapore?"

This is why, says Mr Robin Na, managing director of Amorepacific's operations in South-east Asia, it is essential that its brands make a mark in Singapore.

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A version of this article appeared in the print edition of The Straits Times on April 20, 2018, with the headline 'Hera hits Singapore'. Print Edition | Subscribe