On Monday, Korean makeup label Tirtir announced V from BTS as the brand’s new global brand ambassador after teasing the news on its social media channels.
The Korean musician, from best-selling K-pop group BTS, has over has over 69 million Instagram followers. BTS, which was inducted into the BoF 500 in 2023, is preparing to release a return album in 2026 following a short hiatus due to mandatory military service. V was also appointed ambassador for Japanese skincare brand Yunth earlier this month.
Tirtir, known for viral hits like its Mask Fit Red Cushion foundation, is owned by Goodai Global, the parent company of brands like Beauty of Joseon and Round Lab. The brand was founded in 2016, but has more recently set its sights on global expansion. Tirtir launched into the US via Ulta Beauty in August; the same month, it expanded into Sephora UK.
The brand has invested in influencer partnerships with creators like Darcei Giles.
K-Makeup Couldn’t Go Global. Now It’s Trying Again.
Ten years after they failed to catch on outside Asia, Korean cosmetic brands are bringing TikTok virality and expanded shade ranges back to the West in the hopes they can ride K-beauty’s second wave to success.
