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V's Cushion Wins 'Favorite K-Beauty Product'
TIRTIR, for which BTS V serves as ambassador, has won an award at the 'Allure Readers' Choice Awards 2026.' Allure, a world-renowned beauty and lifestyle magazine, announced the 'Allure Readers' Choice Awards 2026' following votes from beauty enthusiasts worldwide.
TIRTIR's Mask Fit Red Cushion, for which V is the campaign model, was selected in the 'Favorite K-Beauty Product' category. This product also won the Korea Winner title in the K-Beauty Leader category at the 'ELLE Beauty Awards 2026' last February, securing a representative K-Beauty title for the second consecutive time.
TIRTIR appointed V as its ambassador in November 2025 and conducted a global campaign as well as a pop-up store event in Los Angeles, USA. The pop-up store event attended by V attracted the attention of fans and media worldwide.
As of mid-December 2025, TIRTIR had the most K-beauty brands—two—placed within the top 100 of Amazon's color cosmetics category. Furthermore, it became the first Korean cushion brand to rank first in the overall beauty category on Amazon. It also secured second place in the "Top 10 Korean K-Beauty Brands of 2025" announced by the marketing platform Lefty and the fashion community DePaneu. These achievements were accomplished within approximately a month and a half of V serving as an ambassador.
V is expanding his influence into the fashion and beauty sectors. Attending Paris Fashion Week last year, V generated $13.1 million in EMV, the highest figure for an individual Korean star based on the combined total of the four major fashion weeks.
(Article: m.entertain.naver.com/home/article/1…)
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