K-beauty make-up brand TirTir has opened its first pop-up store in Los Angeles (LA), US.
The pop-up space, situated on Melrose Avenue, will remain open until 23 November and promotes the brand’s ‘Your Shade, Our Standard’ campaign.
Themed around the concept of ‘Let’s Radiate’, the space invites visitors to “celebrate their individuality and explore beauty on their own terms”.
The debut LA pop-up also shows off the Korean brand's new logo look and the recent appointment of V from K-pop band BTS as its ambassador.
“Symbolising the start of a bold new chapter for TirTir as a global beauty brand, the pop-up offers a fully immersive experience that reflects the brand’s renewed aesthetic and identity,” a spokesperson for TirTir said.
“The pop-up on Melrose Avenue in LA has served as an opportunity to further expand TirTir’s brand influence in the global beauty market.
“We are delighted to have directly conveyed the competitive edge of K-beauty and TirTir’s distinctive sensibility, centred on our signature cushion line, to local customers.”
Visitors will also be able to discover TirTir’s hero line-up, including the Mask Fit Red Cushion foundation, Mask Fit AI Filter Cushion and Waterism Glow Tint.
The LA pop-up store is just the start, as TirTir plans to expand its brand experience across major cities in North America.
The brand claimed this was to continue to build connections with a “diverse range of local customers” and further strengthen its position in the global market.
The pop-up launch follows V, née Kim Tae-hyung, being named as ambassador for the brand on 3 November.
TirTir said the BTS was tapped as he is “recognised as a cultural icon inspiring fans worldwide”.
A TirTir spokesperson said at the time: “V’s expressiveness and sensibility align closely with TirTir’s direction of ‘individuality and diversity.’
“We expect that his influence will allow the brand to connect more deeply with consumers around the world.”