K-beauty has officially landed on Melrose Avenue, and TIRTIR is the name everyone’s talking about. The global beauty brand has opened a new pop-up in the heart of Los Angeles, revealing a refreshed brand identity and announcing the appointment of world-renowned artist V of BTS as its new global ambassador.
This collaboration feels like the perfect convergence of cultural forces. As the brand evolves and expands internationally, the partnership with V marks a new milestone—uniting a leader in K-beauty with a global icon who’s redefining fashion, art, and beauty on his own terms.
The pop-up introduces TIRTIR’s latest campaign, “Your Shade, Our Standard,” and invites visitors into a space designed around the idea of Let’s Radiate. It’s part gallery, part beauty playground—an experiential space focused on personal expression and luminous, individual-first beauty.
Beginning with an exclusive preview on November 14 and open through November 23, the pop-up is quickly becoming LA’s must-visit beauty destination.
V x TIRTIR: A Partnership That Just Makes Sense
Appointing V as the global ambassador feels like a natural step for the brand. He’s an artist who moves easily between fashion, music, and beauty, and he has a way of making self-expression feel
effortless. TIRTIR and V both champion the idea that beauty should feel personal and confident, rather than polished into sameness.
The brand teased the partnership on October 28 with a short video on social media—and fans immediately took notice. It quickly became clear the collab wasn’t just about putting a celebrity face behind the brand. It’s meant to represent a shift in how TIRTIR communicates its values of diversity and individuality to a global audience.
As a TIRTIR spokesperson put it, V’s “expressiveness and sensibility align closely” with the brand’s direction going forward. And when he appeared at the opening event, the reaction was exactly what you’d expect: huge.
Inside the Melrose Pop-Up
The space highlights TIRTIR’s bestselling product lineup, including the Mask Fit Red Cushion, which snagged the No. 1 beauty spot on Amazon US, along with the Mask Fit AI Filter Cushion and Waterism Glow Tint. The formulas are what K-beauty does best—weightless finishes, luminous textures, and skin that looks like skin, just better.
Visitors can swatch, sample, and play with everything. It’s the kind of environment that invites beauty lovers to linger.
A Global Tour That Turned Beauty into an Experience
Before the Melrose opening, TIRTIR wrapped its large-scale mobile pop-up “World Tour; the First Light,” which traveled through nine cities across the U.S. and Europe. Nearly 20,000 people came out to see it. The tour hit major cities like LA, New York, London, Paris and Berlin, proving the brand’s growing global pull.
The tour drew so much attention that Forbes highlighted it, pointing out that TIRTIR is putting their own spin on fan culture—similar to what we see in K-pop. It wasn’t the kind of pop-up you stop by once. It combined interactive touchpoints, city-specific design, and storytelling around four character personas that reflected different identities.
It felt personal, and the enthusiasm surrounding it showed just how ready consumers are for beauty that feels tailored to them.
What’s Next
The Melrose pop-up is just one stop in TIRTIR’s growing international presence. With V as the face of its new direction and a campaign rooted deeply in individuality, the brand is positioning itself for a major U.S. expansion.
Expect to see more brand activations across North America and even more focus on TIRTIR’s signature cushion products—and the larger message behind them.
Right now, TIRTIR is showing the beauty world something refreshing: glowing skin is great, but beauty is even better when it feels true to you.
This Holiday Season’s Savings
Black Friday/Cyber Monday 11/20–12/1
30% off full size cushion foundations ($17.50, $25 value), 15% off mini sizes
All full size skincare 30% off, 15% off mini sizes
30% off foundation ($18.90, $27 value)
15% off Lip products, Glide&Hide Blurring Concealer ($13.60, $16 value), Mask Fit Red Makeup Fixer ($12.75, $15 value)
