BTS V's 'That Cushion' Tirtir 'Elle Beauty Awards 2026' Korea Winner in the K-Beauty Leader category

*This content was translated by AI.

Tirtir, where BTS (BTS) V is working as an ambassador, is emerging as a representative brand of K-beauty.

Tirtir was selected as the Korea Winner title in the K-Beauty Leader category of the 'Elle Beauty Awards 2026. The Elle Beauty Awards are selected by editors from 50 countries around the world.

The product that won the Korea Winner in the K-Beauty Leader category is the Mask Fit Red Cushion that V is campaigning for. The award-winning product became the first Korean cushion brand to top Amazon's overall beauty category since V launched the campaign.

As of mid-December 2025, just a month after V's stint as an ambassador, Tirtir also placed two of the top 100 K-beauty brands in the Amazon Beauty, Color Cosmetics category.

Tirtir, a small and medium-sized indie brand, made a splash when V was selected as an ambassador in November 2025, drawing attention from all over the world. V participated in Tirtir's global campaign and a pop-up store event in Los Angeles, USA, and the product was sold out every time it was released, drawing explosive attention.

K-beauty is moving around North America, with exports to the U.S. topping China, which had been the largest market, accounting for 70 percent of exports. In the U.S. and Japan, K-beauty products overtake France to take the No. 1 share in the imported cosmetics market. Based on V's influence, Tirtir is aggressively marketing in the global market, mainly in the U.S. and Japan.

Tirtir also ranked second in the "2025 Korea K-Beauty Brand Top 10," which was announced in collaboration between Lefty, a specialized marketing platform in the field of fashion and lifestyle, and Depagne, a fashion community.

V proved his incredible influence by beating the big-name brand and putting Tirtir in second place in just over a month and a half of his time as an ambassador. Tirtir generated $72.1 million in EMV (media value arising from brand, character exposure) based on Lefty's data.

Beyond K-pop artists, V continues to have an unrivaled influence in fashion and beauty around the world as an icon, proving V effect. According to Lefty, V showed off his extraordinary status during the entire fashion week, including the four biggest fashion weeks of 2025 - New York, London, Rome, and Paris - with an EMV of $13.1 million, the highest among any Korean star.

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*This content was translated by AI.