TIRTIR Expands Its Global Footprint With Official Launch on Sephora UK
The Global K-beauty brand enters the UK market with inclusive hero products and
philosophy rooted in diversity.
JULY 22, 2025
TIRTIR, the renowned K-beauty brand that has gained international recognition for its minimalist, skin-first approach, is officially launching on Sephora UK’s online platform this month. The move marks a strategic expansion into the UK market, further solidifying the
brand’s global presence.
Beginning July 22, UK consumers will gain access to a curated selection of TIRTIR’s best-selling products, including its viral/hero-item Mask Fit Red Cushion, as well as the Waterism Glow Tint, Ceramic Milk Ampoule, and Milk Skin Toner and more.
Known for its weightless texture, long-wearing hydration, and travel-friendly compact, the Mask Fit Red Cushion has become a staple among K-beauty enthusiasts worldwide. The product also gained spotlight in global market and made headlines after being used by Cynthia Erivo at Tony Awards.
Beyond performance, what continues to set the Mask Fit Red Cushion apart is its commitment to shade inclusivity—a rarity in the cushion foundation category. “Expanding our shade range isn’t just a product decision; it’s a reflection of our core belief: Be Bold. Redefine Your Radiance,” said a brand spokesperson.
TIRTIR’s entry into the UK market arrives at a time when consumers are increasingly seeking brands with purpose, authenticity, and adaptability. With its emphasis on diverse representation, TIRTIR is poised to resonate with a broad spectrum of beauty lovers.
In addition to its online presence in Sephora UK, TIRTIR will continue to roll out more products through retail points in the future, making the brand more accessible to UK-based customers. Select products will also be featured in curated sections such as Mini & More
and Hot on Social, further expanding visibility within the Sephora ecosystem.
