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V, the BTS member, has been announced as the first-ever global ambassador for South Korean K-Beauty brand TIRTIR. Known for its viral cushion foundations, TIRTIR has become a leader in the Asian cosmetics market thanks to its wide range of shades.

In selecting V, the company highlighted his undeniable cultural influence and confident persona, which perfectly align with the brand’s philosophy. “V’s expressiveness and sensuality fully reflect TIRTIR’s philosophy of individuality and diversity,” the brand said in a statement. “Through V’s elegance and effortless charm, we aim to communicate our message of shade inclusivity to a global audience.”

Leveraging the K-pop star’s international reach, TIRTIR plans to expand its presence worldwide, promoting its mission to offer a broad palette of shades suitable for all skin types.

With BTS preparing for a reunion in 2026, V’s new role with TIRTIR is one of several solo projects he will pursue this year. He is set to rejoin the group next year, with a new album scheduled for spring, followed by a global tour.

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