TirTir
TirTir is a Seoul-based K-beauty color cosmetics and skincare brand (founded 2019) selling cushion foundations, lip products, and skincare through DTC, TikTok Shop, Amazon, Nykaa, and major US retailers including Ulta and Sephora.
- Company typePrivate
- Founded2019
- HeadquartersSeoul, South Korea
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What TirTir does
TirTir Co., Ltd. (주식회사 티르티르) is a Seoul-headquartered Korean color cosmetics and skincare brand founded in 2019, operating as a subsidiary of Goodai Global. The company designs and sells base makeup (with cushion foundations — Mask Fit Red, Ruby Mesh, and AI Filter cushions — as the core line), lip products (Glow Pop Tinted Lip Oil, Watourism Glow Melting Bomb), highlighters, skincare (Porcelain Cream, Milk Skin Toner, Emergency Moisturizing Serum, K-Matcha with Matcha PDRN), and limited-edition collaboration sets including the BTS The City x TirTir duo. Technical differentiation rests on proprietary cushion technologies (RubyRN red antioxidant energy; Glow Mask Fit) developed with Goodai Global Japan, an expanded 40-shade foundation range (up to 150 with custom orders), and AR virtual try-on plus AI shade matching integrated through Perfect Corp across both e-commerce and the Seoul Seongsu flagship.
The business model combines direct-to-consumer e-commerce (tirtir.co.kr, shipping to 70+ countries) with multi-channel distribution through TikTok Shop (550% growth in 2025), Amazon globally, Nykaa and Tira in India, and US physical retail at Ulta Beauty, Sephora, Costco, Target, and Walmart plus an upcoming Olive Young US entry. Pricing is positioned at KRW 11,900–29,700 for color SKUs and up to KRW 91,000 for skincare sets, with a freemium shade-sample kit to drive membership conversion. Customer acquisition leans on a dual TikTok-Avocado/Amazon motion, systematic influencer gifting, and celebrity ambassadorship — BTS member V was appointed as the first global ambassador in November 2025, anchoring the brand's US and global push with campaign videos exceeding 80 million views.
TirTir firmographics
Firmographics- Name
- TirTir
- Legal name
- 주식회사 티르티르
- Website
- https://tirtir.co.kr
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- TirTir is a Seoul-based K-beauty color cosmetics and skincare brand (founded 2019) selling cushion foundations, lip products, and skincare through DTC, TikTok Shop, Amazon, Nykaa, and major US retailers including Ulta and Sephora.
- Ownership category
- akta.pro rank
TirTir industry classification
Industry- Product category
- Color Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC)
- akta.pro secondary industries
- Eye & Lip Skincare (CRABAAAC), Color Cosmetics Packaging (Lipstick, Mascara, Compact, Palette) (IMALAJAH)
Keywords
Where TirTir is headquartered
LocationHeadquarters
- HQ city
- Seoul
- HQ country
- South Korea
- HQ region
- Asia
Offices5 records
Markets served
TirTir business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales
Revenue model
- Direct-to-Consumer E-commerce: TirTir sells directly to consumers through its owned e-commerce platform (tirtir.co.kr), offering the full product range including base makeup, lip, eye, cheek, and skincare categories. The DTC channel is differentiated from other sales platforms through AR try-on technology integration.
- Marketplace and Platform Sales: TirTir generates revenue through third-party marketplace listings including Amazon, TikTok Shop, Nykaa (India), Tira (India), and other regional e-commerce platforms, with combined online and offline distribution networks.
- Physical Retail Partnerships: TirTir supplies products to major US physical retailers including Ulta Beauty, Sephora, Costco, Target, and Walmart, with Olive Young also planning its first US store, expanding Tirtir's physical retail presence in the world's largest consumer market.
- Licensing and Brand Collaborations: Revenue generated through licensing deals and brand collaborations, including the BTS The City x TirTir limited edition sets, leveraging K-pop cultural influence for premium product bundles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard cushion foundations (Mask Fit Red Cushion, Ruby Mesh Cushion) |
| Unit Pricing | Pay-as-you-go | Lip products (Glow Pop Tinted Lip Oil, Mood Glider Lip & Blush Stick) |
| Unit Pricing | Pay-as-you-go | Skincare sets and ampoules |
| Freemium | Pay-as-you-go | Membership-exclusive free sample kits |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels7 records
TirTir product offering
Product offeringCore offering
TirTir manufactures and sells Korean color cosmetics and skincare, with cushion foundations (Mask Fit Red Cushion, Ruby Mesh Cushion, AI Filter Cushion) as its flagship category, supplemented by tinted lip oils, melting lip bombs, highlighters, and skincare lines including the Water Glow collection. The brand sells directly to consumers through its own e-commerce platform, flagship retail stores in Seoul, and global third-party marketplaces and retailers.
Product overview
TirTir is a Korean makeup brand that creates color cosmetics with an emphasis on individual beauty expression through diverse shade options. The product portfolio centers on base makeup products (cushion foundations, foundations) as their core offerings, supplemented by lip products (tinted lip oils, melting lip bombs), highlighters, and skincare items (moisturizing serums, creams, toners). Key product lines include the flagship Mask Fit cushion series (Red Cushion, Ruby Mesh Cushion, AI Filter Cushion) known for long-wear and skin-evening effects, and the Watourism lip collection. The brand has expanded into K-Matcha skincare and collaborates with BTS (V as global ambassador). TirTir operates brick-and-mortar stores in Seoul (Seongsu flagship and Myeongdong) and sells through its e-commerce platform, Nykaa India, and major beauty retailers globally.
Differentiator
Problem solved
Functional benefit
Brands
- TIRTIR: Makeup brand focused on base makeup products including cushion foundations, lip products, eye products, cheek products, and skincare. Known for Mask Fit Red Cushion and Ruby Mesh Cushion foundations.
Quantifiable outcome
- TirTir achieved 550% growth on TikTok Shop in 2025, demonstrating viral social commerce success
- +3 more outcomes
Companies that use TirTir
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
TirTir technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature4 records
TirTir partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and moderate.
- Perfect CorpcorePerfect Corp partnered with TirTir to implement AR-powered virtual foundation try-on and AI-powered shade matching features across Tirtir's online store and flagship Seongsu store in Seoul. The technology allows consumers to virtually test foundation and lip products before purchasing, with an in-store 'FIND MY SHADE' AR service providing personalized recommendations. The partnership differentiates Tirtir's Direct-to-Consumer channel by integrating interactive AR elements into both online and offline shopping experiences.
- BTS V (Kim Taehyung)coreBTS member V was announced as TirTir's first global ambassador at a launch event in Los Angeles in November 2025. V features in the brand's new campaign 'Your Shade, Our Standard' and the pop-up experience showcasing Tirtir's new logo and Mask Fit Red Cushion Foundation. Campaign videos accumulated over 80 million views.
- NykaacoreTirTir joined Nykaa, India's largest beauty platform, in June 2025. The listing gives TirTir access to Nykaa's combined online and offline network of over 260 stores across India, following the brand's prior entry onto Tira in January 2025. TirTir leads its India rollout with the Mask Fit Red Cushion, a global bestseller.
- Darcei Giles (MissDarcei)moderateToronto-based beauty influencer with over 4 million YouTube subscribers, known as the first Black creator to win the YouTube Streamy Awards for Beauty in 2022, was hired as ambassador for TirTir during its U.S. market expansion. She tests products on deeper skin tones and advocates for inclusivity, bridging K-beauty with diverse global audiences.
- Goodai Global JapanmoderateGoodai Global Japan represents TirTir in the Japanese market and developed the RubyRN red antioxidant energy technology featured in the Mask Fit Ruby Mesh Cushion, which won the Grand Prize at ZOZOCOSME AWARDS 2026.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
TirTir competitors and assessment
Company assessmentDirect peers
- Clio Professional: Korean professional color cosmetics brand with strong cushion foundation portfolio, similar inclusive shade range expansion, and US market entry ambitions.
- COSRX: Korean skincare/beauty brand similarly leveraging TikTok virality, influencer partnerships, and Amazon-led US expansion with comparable mid-sized independent operations.
- LANEIGE: Flagship K-beauty brand under Amorepacific competing in base makeup, lip care, and skincare with similar global expansion ambitions and cushion foundation heritage.
- Fenty Beauty: Pioneer of inclusive shade ranges (40+ shades) — direct competitive overlap with TirTir's expanded cushion foundation lineup and global retail presence at Sephora and Ulta.
- Innisfree: K-beauty brand with comparable international retail expansion strategy and cushion/foundation portfolio targeting similar global consumers.
- Rare Beauty: Direct peer in the inclusive-shade color cosmetics positioning targeting younger global consumers; competes with TirTir in foundation, lip, and cheek categories.
- Etude House: Korean color cosmetics brand competing in lip, cheek, and base makeup categories with similar affordable positioning and global digital-first GTM.
- Missha: Korean mass-market color cosmetics brand with long-standing cushion foundation products; competing directly with TirTir's Time Revolution / Mask Fit positioning.
- HERA (Hera): Premium K-beauty base makeup brand from Amorepacific and direct cushion-competitor — TirTir consumer reviews benchmark TirTir cushions against HERA.
Broad incumbents
- Maybelline New York: Global mass-market color cosmetics incumbent with broad foundation, lip, and cheek ranges at Ulta, Target, and Walmart — competing for the same shelf space as TirTir.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
TirTir social profiles
Digital presenceTirTir financial estimates
Financial estimateRevenue estimate
Valuation estimate
TirTir leadership team
Management profileNumber of profiles
Profiles3 records
TirTir funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TirTir M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TirTir
What does TirTir do?
TirTir manufactures and sells Korean color cosmetics and skincare, with cushion foundations (Mask Fit Red Cushion, Ruby Mesh Cushion, AI Filter Cushion) as its flagship category, supplemented by tinted lip oils, melting lip bombs, highlighters, and skincare lines including the Water Glow collection. The brand sells directly to consumers through its own e-commerce platform, flagship retail stores in Seoul, and global third-party marketplaces and retailers.
Is TirTir a public or private company?
TirTir is a private company. It is classified as corporate owned and is currently operating.
When was TirTir founded?
TirTir was founded in 2019. It employs 101 to 250 people.
Where is TirTir based?
TirTir is headquartered in Seoul, South Korea, in the Asia region.
How does TirTir make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are marketplace and Platform Sales, physical Retail Partnerships and licensing and Brand Collaborations.
Who are TirTir's main competitors?
Direct peers on record are Clio Professional, COSRX, LANEIGE, Fenty Beauty, Innisfree, Rare Beauty, Etude House, Missha and HERA (Hera). Maybelline New York is listed as a broad incumbent.
Does TirTir have an API?
No public API is recorded for TirTir.
What industry is TirTir in?
TirTir's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAC, Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint), with a secondary code of CRABAAAC, Eye & Lip Skincare. Its NAICS code is 456120 and its SIC code is 2844.