TIRTIR Expands UK Retail Presence Through Strategic Partnership with Boots
Rolling out across 29 Boots stores in the UK from 13 August, with further launches planned
in Ireland
AUGUST 13, 2025
Global K-beauty brand TIRTIR is accelerating its expansion into the UK market through a strategic partnership with Boots, marking a significant step in strengthening its offline presence and engaging more directly with local consumers.
Starting 13 August, TIRTIR will gradually roll out its products across 29 Boots stores nationwide.
The rollout will feature a curated selection of bestsellers including the Mask Fit Red Cushion (hero product), Mask Fit Aura Cushion, Waterism Glow Tint Mini, Waterism Lip Plumper, Mask Fit Makeup Fixer, and Glide & Hide Blurring Concealer.
Among the featured products, the Mask Fit Red Cushion has earned widespread acclaim
among K-beauty enthusiasts globally for its lightweight texture, long-lasting coverage, and sleek compact design. The Glide & Hide Blurring Concealer, previously unavailable in the UK market, will also be introduced for the first time through Boots.
This launch also sees TIRTIR become the first K-beauty brand to secure permanent shelf space at Boots, placing the brand alongside leading domestic and international names in-store. The milestone reflects the growing awareness of TIRTIR among UK consumers and signals Boots’ confidence in the brand’s potential for continued growth.
Looking ahead, TIRTIR plans to expand its retail footprint further with additional store launches across Boots locations in Ireland.
“We’re honoured to introduce more consumers to our brand philosophy — ‘Be Bold. Redefine Your Radiance.’ — through this partnership with Boots,” said a spokesperson for TIRTIR.
