BTS V Sends Fans Into Frenzy With New TIRTIR Beauty Campaign: ‘YOUR GLOW, ON-AIR’ [WATCH]

BTS’ V is once again turning heads in the beauty world, this time with a fresh campaign for TIRTIR. The singer stars in the brand’s latest advertisement for its new Tinted Skin Glow Cushion, giving fans another glimpse of his growing influence as TIRTIR’s global ambassador.

The campaign was unveiled by TIRTIR on Friday, Aug. 28, across its official social media channels. The new advertisement marks another collaboration between V and the Korean beauty brand after he became its first global ambassador in November 2025.

TIRTIR introduced the campaign with the phrase, “YOUR GLOW, ON-AIR. THE NEW TINTED SKIN GLOW CUSHION, ON-AIR”.

The advertisement takes a relatively understated approach, placing the focus on V’s appearance and the product’s promise of a natural, luminous complexion. Close-up shots of the BTS member are paired with a calm visual atmosphere as the campaign showcases the Tinted Skin Glow Cushion.

V’s association with TIRTIR began in November 2025, when he was officially named the company’s first global ambassador. Later that month, he made his first official appearance representing the brand at its Radiant in Red pop-up event in Los Angeles.

Since then, his partnership with TIRTIR has continued to attract attention from fans and the wider beauty market.

TIRTIR Continues to Expand Globally

V’s latest campaign comes as TIRTIR continues to build its presence outside South Korea. The brand’s Mask Fit Red Cushion reportedly became the first Korean cushion product to reach No. 1 in Amazon’s overall Beauty category.

TIRTIR also received recognition at the ELLE Beauty Awards 2026, where the product was named the Korea winner in the K-Beauty Leader category. The awards were selected by ELLE editors across 50 countries.

The brand has also reported strong demand for newer products. One product released in February reportedly sold out across all shades within hours of its launch.

The ‘V Effect’ Reaches Beyond Beauty

V’s influence has also attracted attention in Japan, where his impact as a global celebrity has been examined beyond traditional entertainment coverage.

Japanese business publication Weekly Toyo Keizai recently featured V in its August 15–22 issue in an article examining the economic impact of “oshikatsu”, a term used for activities centered around supporting a favorite celebrity or artist. The publication explored what has been described as the “V effect”.

With V continuing to appear in major TIRTIR campaigns, his latest beauty advertisement offers another example of the BTS star’s ability to connect entertainment, fashion and the global beauty market.