More confident and passionate than women in any other city, she is a fashionable trendsetter who also cherishes her inner beauty. With elegant charisma and a unique charm, she captures the world’s attention through her refined sensibility and innate sense of style. She is the icon of Asian beauty and the muse of HERA. Her name is Seoulista.
Now, it’s time to meet this extraordinary woman.
Summary
Beauty evolves. In this fast-changing era, HERA has led the aesthetic sensibility of Korean women by harmonizing contemporary trends with fresh perspectives. Now, under the theme “Inspiration from Seoul, HERA,” the brand introduces a new feminine icon: Seoulista.
Though standards of beauty shift over time, iconic women representing the spirit of their cities have always remained—Parisiennes, who blend artistic freedom with elegance; New Yorkers, who embody modern refinement and practical style; and Londoners, who navigate between tradition and bold reinvention.
Now, standing alongside these inspiring figures, a new face of K-Beauty has emerged—Seoulista, the woman who best represents the beauty and spirit of Seoul today.
Seoulista, a reflection of the captivating city of Seoul
Seoul is a mesmerizing city where the richness of tradition meets the promise of an advanced future.
Seoulista embodies the very spirit of this city—modern yet timeless, bold yet graceful.
With a constant desire to be more beautiful today than yesterday, and even better tomorrow than today, Seoulista embraces change without fear. That’s why HERA has chosen her as the icon of a new era.
Now standing in the spotlight, HERA’s Seoulista begins her journey—sharing her singular beauty with the world.
