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TirTir has been named the official K-beauty partner for BTS The City Arirang, New York, a citywide fan experience running from 24 July through 3 August. The event spans Grand Central Terminal, Arte Museum New York, the Korean Cultural Center New York and, as of this week, Rockefeller Center’s Top of the Rock.
The Seoul-founded makeup brand is owned by Goodai Global, which also owns skincare label Beauty of Joseon. This marks TirTir’s second collaboration with HYBE’s global The City series, following an earlier edition in Busan last month.
BTS will perform at MetLife Stadium on 1 and 2 August as part of the same New York window. The dates sit inside a world tour that runs from April 2026 through March 2027 across more than 85 shows in 34 cities, with Munich’s Allianz Arena the most recent European stop on 11 and 12 July.
The centrepiece is a limited-edition BTS The City New York Perfect Setting Duo. It pairs TirTir’s Makeup Fixer with its Reflect Glow Prep Primer.
The set comes packaged in a pouch inspired by the Korean bokjumeoni, a small drawstring bag traditionally exchanged during celebrations to wish the recipient good fortune. Pre-orders open through Weverse Shop from 27 to 31 July.
TirTir will also run a Concert-Proof Bar at the Korean Cultural Center, where fans can test the products against New York’s late-July heat. The company said in a statement that it hopes visitors will experience TirTir’s makeup firsthand and connect with the brand through the event.
TirTir built its reputation on the Mask Fit Red Cushion, a foundation offered in forty shades and stocked exclusively at Ulta in the US. The formula carries a 4.3-star rating across more than 300 reviews on Ulta’s site, built on a 72-hour wear claim and a formula infused with red propolis, astaxanthin and hibiscus extract.
BTS member V was announced as the brand’s first global ambassador in 2025, a relationship that predates this activation by a year.
TirTir’s product range at Ulta now extends far beyond its signature cushion foundation. It includes a Glide and Hide concealer in twenty shades, a Waterism Glow Tint in thirty, a Mask Fit AI Filter Cushion built around pore-blurring technology, and a Ceramic Milk skincare line.
The brand’s social media visibility has helped it expand rapidly across key international beauty markets, according to Forbes, moving well beyond its original South Korean customer base.
The City Arirang format has already visited Seoul, Las Vegas, Busan and London. Each stop has added local landmarks to the schedule alongside the main concert dates. New York’s edition brings in Grand Central Terminal, Rockefeller Center’s Top of the Rock and a citywide stamp rally that encourages fans to visit multiple locations across the eleven-day run.
Jung Kook fronts Chanel’s fragrance and beauty campaigns. Jimin is a Dior ambassador. V’s TirTir deal adds a third member-level beauty partnership currently running alongside the group’s tour schedule.
The ARIRANG album is BTS’s first full-length group release since the members completed mandatory military service. The tour supporting it has so far crossed three continents, taking in Asia, North America and Europe, with Latin America and Oceania dates still to come later this year and into 2027. The group performed the FIFA World Cup halftime show at the same MetLife Stadium venue on 19 July.
TirTir only launched in the UK in January 2025, arriving at Boots stores and online. The brand is now rolling out across 29 Boots locations nationwide from 13 August, with the launch making TirTir the first K-beauty brand to hold permanent shelf space at the retailer.
The UK rollout includes the Mask Fit Red Cushion alongside the Mask Fit Aura Cushion, Waterism Glow Tint Mini, Waterism Lip Plumper, Mask Fit Makeup Fixer and Glide and Hide Blurring Concealer, the last of which had not previously been sold in the UK market. Further Boots launches are planned across Ireland.
TirTir has expanded into major beauty retailers across several markets on the back of its cushion foundation and its wide shade range, moving from an online-only UK launch in January 2025 to permanent Boots shelf space eighteen months later.
The Concert-Proof Bar and the Perfect Setting Duo are the two consumer touchpoints tied specifically to this New York run, sitting alongside the MetLife Stadium shows during the same ten-day window.
Global sales of K-beauty have grown by more than 131 percent over the past two years, according to a study published by NielsenIQ. Korean beauty exports totalled more than 11 billion US dollars in 2025, with the United States as the category’s leading market, the same study found.
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