V from BTS Named Global Brand Ambassador for Tirtir: Korean Makeup Brand's Expansion and Influencer Collaborations
Tirtir, a popular Korean makeup brand, recently announced V from BTS as its new global brand ambassador. V, a member of the renowned K-pop group BTS, boasts a massive following of over 69 million on Instagram. BTS, a group that made it to the BoF 500 list in 2023, is gearing up for a comeback album in 2026 after a brief hiatus due to mandatory military service. V also recently became the ambassador for Japanese skincare brand Yunth.
Tirtir, the brand behind viral products like the Mask Fit Red Cushion foundation, is under the ownership of Goodai Global, the parent company of well-known brands such as Beauty of Joseon and Round Lab. Established in 2016, Tirtir has been focusing on expanding globally in recent times. The brand made its debut in the US through Ulta Beauty in August and simultaneously entered the Sephora UK market. Tirtir has collaborated with influencers like Darcei Giles to promote its products.
Korean cosmetic brands are making a comeback in the global market by leveraging TikTok trends and offering a wider range of shades. After a previous unsuccessful attempt to gain popularity outside of Asia, these brands are now aiming to capitalize on the resurgence of K-beauty to achieve success once again.