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 5, 2026, the brand led event was designed to deepen TIRTIR’s global identity and showcase how its formulas fit into real world, busy routines.
A Spotlight on Intuitive, Fast Makeup
The NYC masterclass brought together around 20 editors from leading beauty and lifestyle outlets, alongside 40 influencers, for a focused program built around two hero products, the new MOOD GLIDER Lip & Blush Stick and the best-selling Mask Fit Red Cushion Foundation. The agenda blended live demonstrations, brand storytelling, and hands on play, positioning TIRTIR not just as a viral base brand, but as a full complexion and color partner for intuitive and fast makeup solutions for today’s busy lifestyles.
The MOOD GLIDER Lip & Blush Stick, available in six shades on Amazon, sat at the center of the experience, with the brand highlighting its multi use formula for cheeks and lips, buildable payoff, and glide-on texture. Paired with Mask Fit Red Cushion, which has become a breakout success for its inclusive shade range and skin-care-infused finish, the products were used together to create cohesive, polished looks that can move from day to night with minimal effort.
Michael Anthony Leads A List Demonstration
To translate that “intuitive makeup” idea into something tangible, TIRTIR tapped celebrity makeup artist Michael Anthony, best known for his work with Ariana Grande, to lead the live demo. Aligned with the masterclass theme, Anthony “presented a series of polished and versatile makeup looks that highlighted the products’ ease of use and adaptability,” showing how a few targeted steps can deliver a complete, camera-ready result.
Throughout the session, attendees received detailed breakdowns of each product’s texture, pigmentation, and flexibility on different skin types. According to the release, the MOOD GLIDER Lip & Blush Stick particularly impressed guests with “its multi-use functionality, enabling a wide range of looks from a single product through intuitive application,” reinforcing TIRTIR’s push toward straightforward, edit-down routines.
Building Global Brand Identity Through Experiences
While the event served as a launchpad for MOOD GLIDER, it was also a strategic brand moment. The company notes that the masterclass “extended beyond a traditional product showcase, providing attendees with a first-hand introduction to TIRTIR’s evolving brand direction and global identity.” With content, reviews, and social coverage expected to flow from the NYC gathering, the brand is using experiential education to amplify its story well beyond the room.
A TIRTIR representative called the New York masterclass “a meaningful opportunity to directly communicate not only our product excellence but also the sensibility and message that define the TIRTIR brand to a global audience.” The spokesperson said the company plans “to continue creating diverse touchpoints that expand brand experiences across global markets,” signaling more IRL storytelling to come.
KBeauty Brand With a Skin First Backbone
Beyond the single event, TIRTIR is positioning itself as a long-term player in the global K beauty landscape. Founded on the belief “that beauty should feel as good as it looks,” the brand says it merges cutting-edge K-beauty innovation with skin nourishing care and is best known for its inclusive shade ranges and skincare-infused complexion formulas. In a crowded color category where performance is table stakes, the NYC masterclass suggests TIRTIR is betting on education, experience, and intuitive routines to build loyalty with both creators and consumers.
