BTS’ Kim Taehyung joins Tirtir as the beauty brand’s first global brand ambassador.
On November 4, Korean cosmetic brand Tirtir appointed singer Kim Taehyung (best known by the mononym V) as a global brand ambassador. Both parties have achieved massive success in the beauty and entertainment industry, respectively, so this association marks an important step in Tirtir’s international expansion.
TIRTIR X Taehyung
The partnership between Tirtir and Taehyung was originally teased on the cosmetic company’s social media channels on October 28th. The first images showed the bottom half of the artist’s face. However, Taehyung’s supporters were quick to recognize his features. The “Slow Dancing” star’s followers’ enthusiasm grew as the days passed.
On November 3, the brand officially announced the partnership. “This collaboration marks the meeting of K-beauty representative Tirtir and the global artist V, expected to serve as a new starting point,” Tirtir shared in a press statement.
ICYMI, Kim Taehyung is a member of the Grammy award-nominated Korean band BTS, best known for songs like “Dynamite” and “Life Goes On.” Meanwhile, Tirtir garnered momentum, leading what’s considered the “second wave of K-beauty.” According to a 2025 report by American AI tech company CreatorIQ, in 2024, Tirtir was the world’s beauty brand with the greatest YoY (year on year) engagement. The brand’s Earned Media Value (a marketing metric that measures engagement on brand exposure) soared +1,044% YoY, generating $148.6 million in EMV.
The Korean company gained viral fame for releasing an extended shade range for their Mash Red Fit Cushion Foundation. Complexion products with large shade ranges, sometimes forty to fifty colors, have become the norm for major brands in the international beauty industry. However, this practice isn’t commonplace for K-beauty brands. A complexion product with a few shade options can serve South Korea’s homogenous society well. But once companies want to expand into bigger markets, the limited shade range can hold back global consumers.
Filling this gap in the market, Tirtir has disrupted the industry with a well-loved cushion foundation line. Now, the beauty brand is taking steps toward global expansion with its first celebrity partnership.
Next Steps
Tirtir and Taehyung plan to promote the brand’s value of “beauty that is true to oneself” among consumers worldwide.
“V is an artist who freely crosses the boundaries of fashion and beauty, expressing various styles in his own unique mood, and is recognized as a cultural icon inspiring fans worldwide,” shared the brand. “Through V’s sophisticated sensibility and relaxed attitude, Tirtir plans to introduce its message of “diverse shade options and confident beauty” to the global market, further expanding the brand’s reach.”
Taehyung’s fans and brand enthusiasts alike can look forward to the partnership between the company and the artist. A Tirtir spokesperson said, “V’s [Taehyung] expressiveness and sensibility align closely with Tirtir’s direction of ‘individuality and diversity.’ We expect that his influence will allow the brand to connect more deeply with consumers around the world.”
Tirtir Must-Haves
Introduced into the international scene through its viral cushion foundation, Tirtir has become a household name among social media subgroups, such as #Beautytok. New formulations, innovative products and cutting-edge technology have turned Tirtir into a K-Beauty must-have. If you’re curious about the brand’s product offerings, here’s an introduction to a handful of No Manners Magazine’s favorites.
Milk Skin Toner
A vegan-formulated moisturizing toner featuring niacinamide, rice bran extract, ceramide, and panthenol. Hydrates, brightens, and strengthens the skin barrier.
Milk Skin Toner
TIRTIR
Mask Fit Make-up Fixer
The award-winning setting spray provides a layer of protection to keep your makeup fresh and oil-free. The formula also offers a subtle blurring effect, which makes this the perfect last step to your beauty routine.
Mask Fit Make-up Fixer
TIRTIR
Mask Fit Ai Filter Cushion Foundation
Tirtir’s viral cushion foundation, but better. This product, Powered by ThinTech™ technology, delivers the ultimate pore-refining effect, blurring imperfections and giving the finest, photo-ready finish to your complexion.
Mask Fit AI Filter Cushion Foundation
TIRTIR
All products featured on No Manners Magazine are independently selected by our editorial team. We may earn a commission from qualifying purchases.
