The brand’s popular Custom Match program will now include its flagship Black Cushion foundation, offering hundreds of shade variations tailored to individual skin tones.
Launched as a reservation-based service for custom lipsticks and foundation, Custom Match has seen an overwhelming response from international consumers.
In 2025, foreign customers — primarily from Japan and the United States — have accounted for roughly 85 percent of bookings. The program’s popularity has been fueled in part by social media buzz and positive word-of-mouth, often resulting in fully booked appointments shortly after reservations open.
The new Black Cushion Custom Match service introduces 130 shades of the brand’s Black Cushion foundation, a product known for its lightweight coverage and matte finish.
Combined with the expanded Silky Stay foundation line, which now includes 205 color options — up from 125 — the total number of available customized shades across both product categories has reached 335.
Professional makeup artists lead the Custom Match experience, using skin tone analysis technology developed in partnership with the Korea Advanced Institute of Science and Technology (KAIST).
After a detailed consultation and skin assessment, specialists manufacture each product on-site with the help of precision robotic equipment. Additional makeup recommendations are offered based on the customer’s skin profile.
The expanded service will be available beginning Tuesday at the Amore Seongsu flagship store in Seoul’s Seongsu-dong. Appointments can be booked online via the Amore Seongsu website.
For walk-in customers, Hera is also offering a semi-custom alternative, allowing shoppers to match shades using in-store skin tone readers and color cards before purchasing.
reporter
Candice Kim
candicekim1121@ajupress.com
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