Korean beauty brand TIRTIR has officially named BTS member V (Kim Taehyung) as its first-ever global ambassador, signaling the company’s bold push into the international skincare and cosmetics market. The announcement comes as TIRTIR opens a high-profile pop-up store in Los Angeles—an event that V personally attended, drawing hundreds of fans and beauty enthusiasts.
TIRTIR, best known for its viral Mask Fit cushion foundations and minimalist skincare lines, said V was chosen for his “refined sophistication, expressive charm, and global influence,” which the brand believes align perfectly with its vision of beauty rooted in individuality and confidence. His appointment marks a significant move for TIRTIR as it strengthens its presence in the U.S., one of the fastest-growing markets for Korean beauty.
Following the brand announcement, V appeared at TIRTIR’s Melrose Avenue pop-up in Los Angeles, where long lines of fans formed hours before the event. The pop-up, themed “Let’s Radiate,” showcases TIRTIR’s star products—including the Mask Fit Red Cushion, Waterism Glow Tint, and the AI Filter Cushion—allowing visitors to try best-selling items that have dominated Korean beauty charts.
Inside the venue, interactive displays, shade-matching zones, and campaign visuals featuring V highlighted the brand’s new global direction. His presence served as the centerpiece, with attendees cheering as he explored the space and greeted fans. International media outlets noted that V’s appearance immediately boosted social media engagement for TIRTIR, with hashtags related to the event trending across TikTok, Instagram, and X.
Rolling Stone’s product spotlight emphasized that TIRTIR’s expansion is backed by a growing global demand for lightweight, flawless-coverage foundations—an area where the brand has repeatedly gone viral. V’s involvement has helped introduce these products to a broader audience, especially consumers discovering Korean beauty through K-pop.
TIRTIR representatives said the partnership with V reflects their commitment to bridging K-beauty with global pop culture. “Taehyung embodies the elegance and individuality we want to highlight as we expand worldwide,” the brand said in a statement.
With the success of the LA pop-up and V’s massive fan-driven impact, TIRTIR is expected to roll out more international activations and limited-edition campaigns featuring the BTS member. Fans, meanwhile, anticipate new photos, behind-the-scenes content, and product collaborations as the partnership continues to gain momentum.
