Seoul – Korean makeup label TIRTIR has appointed V, a member of global K-pop group BTS, as its new global brand ambassador, marking a major step in the brand’s international expansion strategy.

The announcement was made on Monday, following a teaser campaign on social media that generated widespread excitement among fans. With over 69 million Instagram followers, V is expected to bring enormous global visibility to TIRTIR as it strengthens its presence in overseas markets.

TIRTIR, owned by Goodai Global — the parent company behind popular K-beauty brands Beauty of Joseon and Round Lab — has seen rapid growth both domestically and internationally. The collaboration with V is aimed at enhancing its appeal to global audiences and solidifying its status as one of Korea’s most promising beauty exports.

Industry analysts say V’s association with the brand is likely to drive a surge in international demand, especially across Asia, the Middle East, and North America, where BTS maintains a massive fan base.

TIRTIR joins a growing list of top Korean brands leveraging celebrity partnerships to expand their global footprint, reinforcing the cultural and commercial power of K-pop in the beauty sector.