TIRTIR Launches New Products in UK, the First Stop of Its European World Tour
Global K-Beauty leader expands from Sephora and Boots to Superdrug, offering all shades of Mask Fit Red Foundation and Mask Fit AI Filter Cushion to local consumers
OCTOBER 1, 2025
TIRTIR, the leading K-Beauty brand, will soon launch a new product line in the UK, the first stop of its European world tour. The products will be available through two major retailers, bringing the brand’s latest products to local consumers.
TIRTIR’s Mask Fit Red Foundation will be available online at Sephora from 6 October and in stores from 20 October.
This liquid version of the brand’s hero product, Mask Fit Red Cushion Foundation, will be offered in all shades and displayed in gondolas, across all Sephora stores. The foundation provides precise, natural coverage and a radiant finish.
In addition, TIRTIR’s Mask Fit AI Filter Cushion is set to make European debut through Superdrug, also offered in all shades. Using TIRTIR’s proprietary Thin-tech™ technology, it blurs the skin and covers pores effectively.
Enriched with kumquat biome and vitamin C, this cushion previously ranked #1 in the US beauty category on Amazon in June 2024.
Each product, set to be initially available in the UK through the two retailers, will be offered for a limited period: the Mask Fit Red Foundation for around three months at Sephora, and the Mask Fit AI Filter Cushion for around six months at Superdrug.
Meanwhile, TIRTIR officially kicked off its European world tour on 19–20 September at Covent Garden, London. The tour continues to Barcelona on 26 September and Milan on 30 September, followed by Paris and Berlin in October, allowing consumers to engage with the brand firsthand and experience exclusive events.
