Tirtir Appoints V from BTS as Global Brand Ambassador

The Korean makeup brand Tirtir, which launched at Ulta Beauty in August, has appointed V from BTS as its new global ambassador to support its international expansion.

Announcement and Social Media Tease

On Monday, Tirtir officially announced V from BTS as the brand’s global ambassador after teasing the news on its social media channels.

About V from BTS

V, a member of the renowned K-pop group BTS, has over 69 million followers on Instagram. BTS, inducted into the BoF 500 in 2023, plans to release a new album in 2026 after a brief hiatus for military service.

Earlier this month, V was also named ambassador for the Japanese skincare brand Yunth.

Tirtir’s Growth and Expansion

Founded in 2016, Tirtir gained popularity with products like the viral Mask Fit Red Cushion foundation.
Owned by Goodai Global, which also manages brands like Beauty of Joseon and Round Lab.
In August, Tirtir entered the US market via Ulta Beauty and expanded into Sephora UK the same month.
The brand has partnered with influencers such as Darcei Giles to boost visibility.

K-Beauty’s Western Revival

After a decade of limited global success, Korean cosmetic brands are leveraging TikTok virality and diverse shade ranges to return to the West, aiming to capitalize on K-beauty’s second wave of popularity.

Celebrity Influence and Trends

Influencers like Addison Rae, Chloe Malle, and Angel Reese share their beauty routines for events like the Demi-Met Gala, discussing favorite blush shades, drugstore hairsprays, and makeup counters that help them prepare.

The Business of Fashion — 2025-11-04