Get ready to glow, because the world of K-beauty just got a whole lot brighter! BTS’ V has officially stepped into the spotlight as the global face of TIRTIR, a Korean skincare brand making waves in Los Angeles. But here's where it gets exciting: V didn't just lend his name to the brand—he showed up in person to celebrate the launch of TIRTIR’s new campaign at a star-studded pop-up event on Melrose Avenue.
Earlier this month, TIRTIR announced V as their first-ever global brand ambassador, marking a significant milestone for the company as they expand into the U.S. market. The pop-up, dubbed the “Radiant Pop-Up,” wasn’t just a product showcase—it was a fully immersive experience designed to captivate beauty enthusiasts. Think specialty cocktails like the “TIRTIR Kiss,” personalized foundation matching, and even a matcha café for that quintessential L.A. vibe. And yes, fans braved the rain just for a glimpse of V, who looked effortlessly chic in a double-breasted camel suit.
But here’s where it gets controversial: While cushion foundations are a staple in Asia for their convenience and portability, their long-lasting claims—like TIRTIR’s promise of 72-hour full coverage—often spark debates. Can a foundation really last that long? V and his BTS bandmates swear by these products for their stage routines, but is it too good to be true? Let us know what you think in the comments!
The pop-up’s centerpiece was the Mask Fit Red Cushion Foundation, TIRTIR’s star product. With an impressive 40-shade range, it’s the first Korean cushion foundation to offer such diversity. The event space was transformed with red carpet accents and velvet drapes, highlighting the product’s luxurious appeal. And it’s not just about coverage—the formula is packed with skin-nourishing ingredients to enhance texture, elasticity, and glow. Fun fact: it’s also a favorite for tattoo cover-ups!
V shared his excitement with Rolling Stone at the event, saying, ‘I’ve been frequently visiting L.A. recently, so it feels like home to me now.’ His role in TIRTIR’s campaign, ‘Your Shade, Our Standard,’ is brought to life through the experiential concept ‘V&You, Let’s Radiate,’ emphasizing inclusivity and self-expression.
Can’t make it to the pop-up? No worries! TIRTIR’s products, including the V-approved Mask Fit Red Cushion Foundation and Waterism Glow Tint, are available on Amazon. And this is the part most people miss: the brand’s expansion isn’t just about selling products—it’s about introducing the unique sensibility of K-beauty to a global audience.
The pop-up runs through November 23rd at 8175 Melrose Avenue, open daily. Meanwhile, V’s been keeping busy, from attending Vogue World: Hollywood to teasing new BTS music alongside member RM. One thing’s for sure: V is radiating success, and TIRTIR is here to help us all do the same. But we want to hear from you—do you think cushion foundations live up to the hype? Share your thoughts below!
