BLACKPINK‘s Jennie Kim started off the year with a bang. After launching her own company, Odd Atelier, in late December, the star rang in her 28th birthday in style this past January with a brand-new HERA campaign highlighting the brand’s new lip launch, which is finally available for purchase in the U.S.
Starring in South Korea’s premier beauty brand HERA’s new Rouge Classy campaign, Jennie shines wearing the Rouge Classy lipstick in Seoul Red, the standout shade of the brand’s newest lip collection. Developed for two years, the formula of tRouge Classy lipsticks is said to wear between matte and satin with a boasted 12 hours of longevity.
Courtesy of HERA.
Jennie first partnered with HERA as an ambassador in 2019. She was the face of the brand’s launch into the U.S. market via Amazon in 2021, where the new Rouge Classy collection is also available starting this March for $45 a piece.
As K-pop’s influence on beauty grows, retailers have been trying to keep up with the demands outside of Korea. The ten versatile shades of HERA’s Rouge Classy were created in collaboration with South Korean-born womenswear designer Jaden Cho to capture the “couture-ristic sophistication of Seoul.” The chic color lineup is lightweight, buildable and breathable — perfect for anyone not a fan of traditional lipsticks.
The campaign, which has been live since early January, not only features K-pop legend Jennie but also giant CGI tubes of Rouge Classy. Taking a page from the Maybelline’s Sky High Mascara TikTok ad that took over the internet, HERA makes Rouge Classy a bonafide Seoul classic with its arrival at some of the cities’ jewels — the AMOREPACIFIC headquarters, iconic Han River, and Euljiro alleys.
Courtesy of HERA.
Courtesy of HERA.
Seoul Red, in particular, is truly a red lip that doesn’t wear you. Made to express the fearless attitude of South Korea’s capital, the color is meant to “break the prejudices of red being ‘overdressed,’ or ‘too much’ and instead, embracing the beauty of its boldness.”
As seen in Jennie’s campaign pictures, the red is bold yet delicate. Instead of a perfectly lined and filled red lip, the BLACKPINK star opts to wear the lipstick more softly on her cupid’s bow and bottom corners of her mouth, giving a more lived-in look.