TirTir

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.

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

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

• K-beauty cosmetics
• Cushion foundation
• Color cosmetics
• Inclusive shade makeup
• Korean skincare

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and moderate.

• Perfect CorpcoreTechnology or Integration · 28 May 2026Perfect 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)coreGTM or Marketing Partner · 17 November 2025BTS 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.
• NykaacoreChannel Partner/ Reseller/ Distributor · 23 June 2025TirTir 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)moderateGTM or Marketing PartnerToronto-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 JapanmoderateStrategic or Co-development PartnerGoodai 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

Direct 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

• YouTubeyoutube.com/channel/UCq9rEfDstNknA22wc8PrykQ
• Instagraminstagram.com/tirtir_official/?hl=ko

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TirTir