TIRTIR has appointed V of BTS as its first global brand ambassador, marking a major step in the K-Beauty brand’s expansion beyond the Asian market. Known for its viral cushion foundation and wide shade range, TIRTIR positions the partnership as a move that connects its product philosophy with V’s global influence.
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In an official statement, the brand notes that V’s “expressiveness and sensibility align closely with TIRTIR’s direction of individuality and diversity,” adding that his presence will support the brand’s mission to introduce inclusive shade offerings to a wider audience. The collaboration arrives at a moment when K-Beauty brands are increasingly shifting from regional success to international visibility, with product categories such as foundation and base makeup now expected to match global complexion diversity.
The partnership also comes during a period of solo activity for V, who continues to expand his individual projects ahead of BTS’ planned 2026 regrouping. With a new BTS album scheduled for spring next year and a world tour to follow, his appointment signals continued brand momentum even as the group prepares its return.
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TIRTIR is expected to launch global campaigns featuring V in the coming months, positioning the brand as a key name in the next phase of K-Beauty’s worldwide growth.
