TIRTIR's Mask Fit Red Cushion became the first Korean cushion foundation to offer a 40-shade range, and it's since sold more than 10 million units globally while helping turn BTS member V into the brand's first-ever global ambassador. This profile covers what's in the formula, why the shade range mattered for the category, and the brand story behind one of K-beauty's biggest recent crossover moments.
What's In the Formula
The Mask Fit Red Cushion is a cushion-format foundation, developed in collaboration with Korean cosmetics manufacturer COSMAX, built around hyaluronic acid and botanical extracts for hydration alongside its coverage. TIRTIR markets it as delivering full coverage with a natural, semi-matte finish, describing the formula as breathable and non-cakey, and positions it as suitable for sensitive and acne-prone skin. The brand also states the formula is designed to maintain coverage for up to 72 hours, though as with any cosmetic claim, individual results can vary by skin type and wear conditions.
| Detail | Info |
|---|---|
| Format | Cushion compact foundation |
| Developed with | COSMAX |
| Key ingredients | Hyaluronic acid, botanical extracts |
| Finish | Natural, semi-matte |
| Shade range | 40 shades |
| Cumulative sales | Over 10 million units sold globally |
Why the 40-Shade Range Was a Big Deal
Cushion foundations have long been a staple of Korean beauty routines for their quick, portable application, but the category has historically offered a narrow shade spectrum, largely centered on lighter skin tones. TIRTIR expanded the Mask Fit Red Cushion from just 3 shades to 40 within about six months in 2024, becoming, by the brand's account, the first Korean cushion foundation to reach that range. That expansion has been credited with opening cushion foundations up to a much wider range of customers internationally, including markets where deeper skin tones had previously been underserved by the category.
Brand Background
TIRTIR is a Korean direct-to-consumer beauty brand founded in 2015 by former beauty blogger Lee Yoo Bin; the name is meant to stand for "Trust In Radiance." The brand built its early business around natural-ingredient skincare and cosmetics before expanding into duty-free retail in 2019. In 2023, founder Lee Yoo Bin sold roughly 60% of the company to Korean private equity firm The Hahm Partners in a deal valuing TIRTIR at more than $100 million, while remaining involved in the brand as its second-largest shareholder. In 2025, TIRTIR opened flagship stores in Seoul's Seongsu-dong neighborhood, a district known for hosting flagship stores and pop-ups from both established and up-and-coming Korean beauty and fashion brands.
Recent News: V of BTS as Global Ambassador
In October 2025, TIRTIR announced BTS member V (Kim Taehyung) as the brand's first-ever global ambassador, fronting a campaign titled "Your Shade, Our Standard" built around the concept "V&You, Let's Radiate." The partnership included a launch event and pop-up experience on Melrose Avenue in Los Angeles, styled with red-carpet and red-velvet accents that tied back to the Mask Fit Red Cushion's branding, alongside a campaign video and an in-person color-matching experience for fans. The ambassadorship marked V's first beauty brand partnership and gave TIRTIR significant exposure in Western markets, building on the momentum from the cushion's expanded shade range and its earlier duty-free and e-commerce growth.
FAQ
How many shades does the TIRTIR Mask Fit Red Cushion come in?
It offers 40 shades, which TIRTIR says makes it the first Korean cushion foundation to reach that range, expanded from an original lineup of just 3 shades in 2024.
Is the TIRTIR Mask Fit Red Cushion good for acne-prone skin?
The brand markets it as suitable for sensitive and acne-prone skin, citing its lightweight, breathable formula, though individual results can vary and it's not a substitute for advice from a dermatologist about a specific skin condition.
Who is TIRTIR's brand ambassador?
BTS member V (Kim Taehyung) was announced as TIRTIR's first-ever global brand ambassador in October 2025.
Where can I buy TIRTIR products?
TIRTIR products are available through retailers including Amazon and Ulta Beauty, alongside the brand's own flagship stores in Korea. Always check the official retailer for current availability in your region.