TIRTIR

TIRTIR is a South Korean beauty brand founded by beauty influencer Lee Yu-bin, whose dewy, glowing makeup look helped her first hit, the Ceramic Cream, go viral in Korea. The name stands for 'Trust In Radiance', and skincare has been at the brand's core from the start. Lee stepped down as CEO in 2024, and the brand became part of Goodai Global, owner of Beauty of Joseon, in August 2024.

After strong growth at home, TIRTIR turned to overseas markets that few others were chasing. The Mask Fit Red Cushion launched in Japan in 2022 in three shades suited to East Asian skin tones and became the brand's breakout product.

Its defining move was shade inclusivity. After creators pointed out the limited range, TIRTIR expanded the Red Cushion to nine shades in February 2024, 20 in May, 30 in June and 40 by August, developing new shades in about two months. In September 2024 it became the first K-beauty brand to top Amazon's colour cosmetics category. The Milk Skin Toner, and a lighter version with more niacinamide made in response to feedback from oily and blemish-prone skin, sits alongside the cushions as a bestseller.

For shoppers, TIRTIR makes it easy to find a cushion match and a quick, polished base. Apply in thin layers and build where needed, and prep with the Milk Skin Toner for a smoother finish.