The global campaign — crafted with Jung von Matt and fronted by BTS star V — brings the spirit of K-Beauty to streets across the world
Korean beauty brand TIRTIR is expanding its global footprint with the new campaign “V&YOU: Let’s radiate”, led by agency group Jung von Matt. The campaign kicked off with a pop-up in Los Angeles, combining immersive experiences with social media activations, while extending its reach across three major international beauty capitals. The initiative showcases TIRTIR’s growth from a community-driven brand into one of the fastest-growing K-Beauty names worldwide.
At the heart of the campaign is BTS’s V (Kim Tae-hyung), TIRTIR’s first global ambassador. By connecting K-Beauty with the international K-pop fan base, the campaign emphasizes creativity, self-expression, and the shared cultural energy between K-pop and Korean beauty. The teaser on TIRTIR’s global Instagram alone garnered over 80 million views within hours, highlighting V’s massive influence.
The Los Angeles pop-up acts as a centerpiece, blending live events, influencer activations, and out-of-home (OOH) placements in iconic locations like New York’s Times Square and London’s fashion districts. According to Nicole Grözinger, Creative Director at Jung von Matt Neckar, the initiative bridges cultures, trends, and audiences, creating lasting engagement rather than just visibility.
TIRTIR also emphasizes inclusivity with its “Your Shade, Our Standard” philosophy, aiming to provide products that suit every skin tone and texture. By combining real-world experiences, social media campaigns, and iconic OOH placements, the brand is reinforcing its position as a global K-Beauty leader while building a meaningful connection with its international community.
