'The V Effect' TIRTIR: How many hours until this time's sell-out? BTS V unveils dreamy new campaign photos [K-EYES]

*This content was translated by AI.

BTS (BTS: Jung-kook, Jimin, V, Jin, J-Hope, RM, Suga) V (V, TAEHUNG KIM) once again captured the attention of global fans with new campaign photos for Korean beauty brand TIRTIR.

TIRTIR unveiled new campaign images on the 26th for its 'Tinted Skin Glow Cushion,' set to launch on the 28th. This cushion features a serum base enriched with hyaluronic acid and offers SPF40 PA++ sun protection. It will be available in six shades and is scheduled for sale on global platforms including Qoo10 and Amazon. In the released photos, V wears a casual blue shirt over a white tank top, creating a dreamy atmosphere while naturally showcasing the product's finish that looks like "skin itself."

Since V became the model, TIRTIR's achievements have been so remarkable that they are already known in the industry as the 'V Effect.' During the new product campaign released last February, all shades sold out within hours of the announcement. In the same month, TIRTIR was named Korea WINNER in the K-Beauty Leader category at the '2026 Elle International Beauty Awards,' selected by editors from 50 countries worldwide.

Last November, the brand also achieved sales No. 1 in Amazon Japan's face makeup category and held the top spot for foundations for 10 consecutive days, leading to sell-out situations. Japanese economic media Toyokeizai highlighted this phenomenon and published an analysis article suggesting that companies around the world are eager to recruit V as a model. Currently, besides TIRTIR, V also serves as an ambassador for several global brands including Celine, Cartier, and Coca-Cola.

Given these precedents, anticipation mixed with excitement is already mounting ahead of this new product launch.

As soon as the photos were released, reactions from global fans poured in immediately. One fan wrote, "Whenever Tae-hyung collaborates with TIRTIR, it's always photogenic," while another praised his appearance as "soft and dreamy yet unlike anyone on Earth." Reactions ranged from exclamations like "No matter the angle, he is ultimately overwhelming" to affectionate comments such as "Please talk about Kim Tae-hyung to me; I'm ready to listen anytime." A tweet citing Japanese media stated, "TIRTIR will launch its new product 'Tinted Skin Glow Cushion' starting on the 28th and has unveiled new visuals of global ambassador V alongside it. The photos fully capture V's natural beauty and sophisticated presence."

The relationship between V and TIRTIR began last November. At that time, TIRTIR appointed V as its first-ever global ambassador, citing his "unforced confidence and distinct visual identity" as the reason for the selection. They explained that his image, which pursues unique beauty rather than uniformity, aligns perfectly with the brand's philosophy. Later that same month, V personally attended the brand's pop-up event 'Radiant in Red' held on Melrose Avenue in Los Angeles, shining alongside Hollywood stars such as Madelaine Petsch, Charles Melton, and Isabella Merced. Even in rainy weather, fans lined up for hours just to catch a glimpse of him.

TIRTIR is a K-beauty brand established in 2016 under Good A Global, which also owns brands such as 'Beauty of Joseon' and 'Round Lab.' Known for emphasizing color diversity with its cushion foundation available in 40 shades, the brand has been accelerating its expansion into Western markets by entering stores like Ulta Beauty in the U.S. and Sephora in the UK since last August.

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*This content was translated by AI.