BTS’s V is captivating fans worldwide with his latest campaign for beauty brand TIRTIR.
On August 28 KST, TIRTIR unveiled a new advertisement featuring V through its official social media channels. The campaign marks the latest collaboration between the star and the brand since he was named TIRTIR’s first global ambassador in November 2025.
TIRTIR introduced the campaign with the phrase, “YOUR GLOW, ON-AIR. THE NEW TINTED SKIN GLOW CUSHION, ON-AIR.”
The video highlights the brand’s new Tinted Skin Glow Cushion, focusing on a natural, luminous complexion through close-up shots of V and a calm, understated atmosphere.
V was officially announced as TIRTIR’s first global ambassador on November 3, 2025. Later that month, he made his first official appearance for the brand at its Radiant in Red pop-up event in Los Angeles.
Since V began representing TIRTIR, the brand has continued to draw attention for its performance in the global beauty market. Its Mask Fit Red Cushion reportedly became the first Korean cushion product to reach No. 1 in Amazon’s overall Beauty category.
The product was also named the Korea winner in the K-Beauty Leader category at the ELLE Beauty Awards 2026, selected by ELLE editors across 50 countries. Another new product released by the brand in February reportedly sold out in all shades within hours.
V’s influence as a brand ambassador has also attracted attention in Japan. Japanese business publication Weekly Toyo Keizai recently examined what has been described as the “V effect” in its August 15–22 issue, featuring the BTS member in an article exploring the economic impact of “oshikatsu,” or activities centered around supporting one’s favorite celebrity or artist.
