'V Effect' Tirtir Wins 2026 Elle Beauty Awards 'K-Beauty Leader' [K-EYES]

*This content was translated by AI.

K-beauty brand TIRTIR, in which BTS BTS V (V, Kim Tae-hyung TEAHYUNG) is working as a global ambassador, won the "2026 ELLE International Beauty Awards 2026."

Tirtir was selected as Korea Winner in the "K-Beauty Leader" category at the award, which is selected by Elle editors from 50 countries around the world. The award-winning product is 'Mask Fit Red Cushion'.

The product has become a global sensation since V was selected as a global ambassador in late 2025. In particular, it set a record as the first Korean cushion to top Amazon's overall beauty category sales.

Since last year, V has participated in Tirtir's global campaigns and pop-up events to promote its products. After his participation, the product was sold out every time it was released, drawing huge attention.

Fans called it the "V effect" and realized his influence. In fact, on X (formerly Twitter), V's fans emphasized his impact, saying, "V does not become famous by choosing a famous brand, but he makes the brand famous."

One fan celebrated the success of the global campaign, saying, "V is painting Taitir red all over the world (Taehyung painting the whole world red with TIRTIR)."

Elle highlighted the growth of K-beauty, which combines innovative formula with broad consumer appeal.

V is currently working as a global ambassador for Calvin Klein, and has been a powerful influence in the fashion and beauty industries since its announcement in December 2025.

Meanwhile, BTS will release their new album "ARIRANG" on March 20 and hold a large-scale free performance in Gwanghwamun, Seoul on March 21.

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*This content was translated by AI.