BTS member V is drawing attention with a new campaign for Korean beauty brand TIRTIR as the company prepares to launch its latest cushion product worldwide.
TIRTIR unveiled new campaign images featuring V on August 26 for its upcoming Tinted Skin Glow Cushion, which is scheduled to launch on August 28.
The new cushion features a serum-based formula containing hyaluronic acid and offers SPF40 PA++ sun protection. It will be available in six shades through global platforms including Qoo10 and Amazon.
In the newly released photos, V wears a casual blue shirt over a white tank top while presenting a soft and dreamy image that matches the product’s natural, glowing finish.
The campaign comes after TIRTIR named V its first global ambassador in November 2025. At the time, the brand said his “effortless confidence and distinctive visual identity” matched its goal of celebrating individual beauty.
V’s previous TIRTIR campaigns have also attracted strong consumer interest. According to earlier reports, one product promoted by the singer sold out in all available shades within hours of being announced in February.
TIRTIR also recorded notable results in Japan, including topping Amazon Japan’s face makeup category and ranking No. 1 in the foundation category for 10 consecutive days in late 2025.
The brand has continued expanding internationally, with products available through retailers including Ulta Beauty in the United States and Sephora in the United Kingdom.
V has also appeared at major TIRTIR promotional events. He attended the brand’s Radiant in Red pop-up in Los Angeles, where he joined celebrities including Madelaine Petsch, Charles Melton, and Isabela Merced.
Alongside TIRTIR, V currently works with several global brands including Celine, Cartier, and Coca-Cola.
With TIRTIR’s new Tinted Skin Glow Cushion set for release on August 28, attention is now focused on how consumers will respond to the latest campaign featuring V.
