Korean makeup brand TIRTIR has already dominated the Japanese market. Now, it’s expanding worldwide, using social media to leverage its global success.
If you were to look up TIRTIR’s Mask Fit Red Cushion Foundation in 2023, you would have only found three shades available in the market: 17C Porcelain, 21N Ivory, and 23N Sand. A three-shade configuration is pretty typical for Korean cushion foundations, but when you want to target a wider, global audience, it’s abysmal. After a few videos from creators trying out the darkest shade and struggling to find a match. racked up views on social media, TIRTIR went back to the drawing board.
They're called 17C, 21N, and 23N,” Kim explains. “Recently, we developed all the new shades not to oxidize, but some people still claim they do. I think it’s because of the formula, because our formula has some air holes, and it's very, very lightweight. It's just like a coating on your skin.” If you are experiencing oxidation with any of the new shades, Kim says the best way to counteract it is to change how you apply the product.
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