BTS member V is once again proving his powerful influence, this time in the beauty industry, as TIRTIR rises to global recognition.
TIRTIR, the brand V represents as ambassador, was named Korea Winner in the K Beauty Leader category at the Elle Beauty Awards 2026, an award selected by editors from 50 countries worldwide. The recognition highlights the brand’s growing global impact.
The awarded product is the Mask Fit Red Cushion, often referred to by fans as “that cushion.” After V began promoting the product, it became the first Korean cushion brand to rank No. 1 in Amazon’s overall beauty category, marking a major milestone.
Just one month after V was appointed ambassador in November 2025, TIRTIR placed two products in Amazon’s Top 100 beauty and color cosmetics categories, the highest number among K beauty brands at the time.
The brand also secured No. 2 in the “2025 Korea K Beauty Brand Top 10” ranking announced by marketing platform Lefty and fashion community Depa News. In only about one and a half months, TIRTIR climbed to second place, surpassing several major corporate brands.
According to Lefty’s data, TIRTIR generated 72.1 million dollars in earned media value (EMV). V himself recorded 13.1 million dollars in EMV during the 2025 fashion week season, including New York, London, Rome, and Paris Fashion Weeks, the highest among Korean stars as an individual.
As K beauty continues to expand in the United States and Japan, TIRTIR has strengthened its global marketing efforts, supported by V’s wide reach. From award recognition to chart topping sales performance, the brand’s rise further highlights V’s strong influence beyond music.
V continues to solidify his position not only as a K pop star, but also as a global icon in fashion and beauty.
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