Korean beauty brand TIRTIR announced BTS star V as their first-ever global brand ambassador earlier this month, and the singer was on hand to celebrate Friday night at TIRTIR’s new “Radiant in Red” in Los Angeles.
V was joined by Madelaine Petsch, Charles Melton, Isabela Merced, and Emily Alyn Lind, among the many stars celebrating TIRTIR at a special preview event the night before the pop-up opened to the public. Though it was a private event, that didn’t stop fans from lining up in the rain outside for a chance to catch a glimpse of V, who was dressed in a relaxed, double-breasted camel suit for the occasion.
Guests at the event were welcomed into a fully immersive experience, complete with a specialty cocktail bar serving “TIRTIR Kiss” and “Stella Rosa Rosso” drinks, a one-on-one foundation color-matching experience, a bespoke lip and skincare zone, and a matcha café, for a true Los Angeles touch. Per a release, the space marks a “meaningful milestone for the brand,” serving to not only unveil V as global ambassador, but also helping to launch TIRTIR’s new logo and bring its beloved line of beauty and skincare products to the U.S. market.
TIRTIR put the spotlight on its star product, the Mask Fit Red Cushion Foundation, by giving the pop-up space a dramatic transformation, with red carpet accents and rich, red velvet drapes. The Mask Fit Red Cushion is known to be the first Korean cushion foundation with an impressive 40-shade range that is long-lasting yet weightless. In fact, the brand says the foundation can provide full coverage for up to 72 hours. Not sure what shade to get? Fans at the TIRTIR pop-up have access to a color matching experience that can help them find their perfect shade; you can also consult TIRTIR’s helpful guides online.
Cushion foundations are widely popular in Asia for their quick and easy application, as well as portability for light touch ups when needed, and have been staples in stars’ stage prep routines for years.
V briefly chatted with Rolling Stone as he arrived to the L.A. pop-up, saying he was “excited to look around. I’ve been frequently visiting LA recently, so it feels like home to me now,” he added, with a smile.
TIRTIR says V will help bring to life its new campaign, dubbed “Your Shade, Our Standard,” through the experiential concept “V&You, Let’s Radiate.” Adds a company spokesperson, “Launching our pop-up on Melrose represents an important milestone in expanding TIRTIR’s presence within the global beauty landscape. We are thrilled to introduce our signature cushion lineup and the unique sensibility of K-beauty directly to local consumers.”
The TIRTIR in LA pop-up experience will run through November 23rd at 8175 Melrose Avenue, from 10 a.m. to 6 p.m. on weekdays and 10 a.m. to 8 p.m. on weekends.
