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Global K beauty brand TIRTIRis taking its “intuitive, fast makeup” message offline, hosting an exclusive masterclass in New York City that puts its viral complexion and lip products directly into the hands of 60 editors and influencers. Held on February…
The United States has become the primary growth engine for the South Korean beauty industry, with the market reaching $2 billion in sales mid-2025, representing a 37% year-over-year increase. This “Second Wave” of K-beauty is characterized by a shift from…
The K-beauty phenomenon TIRTIR is set to electrify global beauty fans with two simultaneous pop-ups in November 2025, in Los Angeles and Tokyo, a move that underscores the brand’s rocket-speed international expansion, cult following, and commitment to community-first brand experiences. Pop-Up…