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 Tour: The Next Chapter in TIRTIR’s Global Story
Following a string of viral activations from Paris to New York and London to Berlin, the dual launch in Los Angeles and Tokyo signals TIRTIR’s intention to deepen its dialogue with both American and Japanese consumers.
TIRTIR will be opening two pop-ups on November 15. One in LA and one in Tokyo, the brand announced via Instagram and its global ambassadorship with Kim Taehyung (V of BTS), who’s expected to bring even more fan energy to the opening moments.
From K-Pop Fandom to K-Beauty Leadership
What sets TIRTIR apart is a savvy blend of inclusivity, creativity, and K-pop-powered fandom. Marketed as affordable luxury with high-performance skincare-meets-makeup formulas, the brand recently expanded its bestseller, the Mask Fit Red Cushion Foundation, to an unheard-of 40 shades, earning praise for leading diversity in Asian beauty.
Lyla Kim, Head of Global Communications, shared with Forbes that the company’s global initiative is centered on connecting directly with fans. We deeply value our community and want to engage with them in person, she said. It’s also a chance to bring our commitment to diversity and inclusivity to life. True to our slogan, we’re bold, fearless, and constantly pushing boundaries — that’s what defines us.
Immersive Experiences & Product Discovery
The pop-up installations—one in Los Angeles and the other in a central Tokyo location—will offer:
- Shade-matching for all 40 cushion compact shades
- Complimentary samples of mask-favorite foundations, water tints, and cult skincare
- Interactive photo zones, campaign character installations, and limited-edition brand merchandise
- On-site discounts and exclusive giveaways, such as keychains, stickers, and Ulta Beauty vouchers.
Viral Momentum and Celebrity Power
TIRTIR’s rise increased in US sales in the last year, fueled by TikTok routines, glowing reviews by K-pop stars, and street-level global activations.
The brand’s recent debut at Ulta Beauty, carrying TIRTIR’s full cushion lineup in over 400 brick-and-mortar stores, was another milestone, cementing its prestige in the US beauty market as the first K-beauty brand in Ulta’s luxury zone.
A Tour Crafted To Honor Our Community
As the first K-beauty label to channel the energy of a global music tour, TIRTIR’s World Tour is as much about celebrating connection as it is about product.
“The TIRTIR World Tour is a global campaign that brings the brand’s essence directly to people. We really want to meet our fans in person,” Kim says. “It’s designed to celebrate our community and the characters shows our self-expression too.”
What’s Next for TIRTIR?
After Los Angeles and Tokyo, the World Tour stops in other style capitals, fusing Gen Z social media hype, beauty innovation, and fan-powered buzz.
“With TIRTIR, we’re showcasing what defines our JvM Beauty Collective: the ability to authentically translate cultural trends across Asia, the US, and Europe into premium brand experiences,” said Franziska Hook, Client Service Director, JvM NECKAR.
