Stray Kids’ Felix’s ‘HERA Black Cushion Universe’ – Analysis of the Global Beauty Campaign
1️⃣ Intro
The ‘Black Cushion Universe Full Film’ released by HERA is a global beauty campaign video featuring Stray Kids’ Felix as the model. The full version of the film was released in 2026 and sensuously unfolds a worldview concept centered on the brand’s signature product, the Black Cushion.
The reason this advertisement became a hot topic is the collaboration between a global K-pop star and a premium cosmetic brand. In particular, it was praised for expanding the conventions of beauty advertising by having a male idol stand at the center of a cushion foundation campaign. Immediately after its release, the video garnered a huge response from global fandoms and beauty communities, spreading rapidly.
2️⃣ About the Brand
HERA is Amorepacific’s premium makeup brand that has emphasized a sophisticated and urban image. In particular, the ‘Black Cushion’ is the brand’s representative best-selling product, gaining popularity both domestically and internationally for its coverage, long-lasting wear, and luxurious packaging design.
The selection of Felix as a model aligns with the strategy to expand into the global market. Felix is a figure drawing attention in the fashion and beauty industries for his stage charisma and sophisticated visuals. His trendy image that blurs gender boundaries and his unrivaled aura align well with the modern and progressive brand direction pursued by HERA.
3️⃣ Star’s Influence
Stray Kids has established itself as a top global group, having topped the Billboard charts. Among them, Felix has a particularly strong overseas fanbase thanks to his unique vocal tone and striking visuals. Maintaining high buzz on Instagram and various social media platforms, he creates a significant sensation with every brand collaboration.
Following the release of the advertisement, fans reacted by saying, “Felix’s vibe perfectly matches the brand,” and “The video looks like a beauty pictorial.” Overseas fans shared the video on YouTube and X, demonstrating their interest in the Korean cosmetic brand. Felix has previously proven his influence by participating in luxury fashion brands and global campaigns, and this HERA campaign showcases his expansion into the beauty sector.
4️⃣ Video
The official commercial video can be viewed at the link below.
5️⃣ Analysis / Fan Reaction
As the title ‘Universe’ suggests, the video forms a single worldview. A dark background, intense lighting, and futuristic direction combine to emphasize the sophisticated image of the Black Cushion. In close-up shots, the skin finish and product packaging are highlighted simultaneously, visually conveying a luxurious texture.
Stylistically, it features minimal black-toned outfits and refined makeup. This maintains a consistent concept with the product name ‘Black Cushion’ and strengthens the brand identity.
Overseas fans reacted with comments such as, “Felix has created another world,” and “A good example of genderless beauty.” In particular, positive evaluations continued regarding the fact that a male idol stood at the center of a makeup advertisement, and it was cited as an example demonstrating the diversity and expandability of K-beauty.
6️⃣ Conclusion
HERA’s ‘Black Cushion Universe’ campaign is a project that maximized the synergy between a global K-pop star and a premium beauty brand. Going beyond simple product promotion, it conveyed the brand’s identity more clearly by establishing a unified worldview.
We also look forward to the possibility that HERA will introduce additional campaigns or limited-edition collaborations targeting the global market in the future. This advertisement will remain a representative example demonstrating the powerful influence exerted by the combination of K-beauty and K-pop.
