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Makeup· established
MainstreamTirTir
Seoul, South Korea · Founded by Lee Yoo Bin
Inclusive K-beauty complexion — Trust In Radiance — built influencer-first and proven globally with the 40-shade Mask Fit Red Cushion.
Why it matters
Founded 2019 by skincare influencer Lee Yoo Bin at 28, after 15+ years building a personal audience. The Mask Fit Red Cushion launched in 40 shades when Western cushions launched in 15–20 and became a #1 Amazon Best Seller after going viral on TikTok in 2022. Lee sold ~60% to The Hahm Partners in June 2023 for KRW 89B; in late 2025 she sold her remaining 36.4% stake and stepped away — a reference case for influencer-led K-beauty exits at scale.
Ingredients we're watching
External
tirtir.us →Other brands in Makeup
Coverage on Makeup
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Timeline
Sources
- 01Beyond the Pale: How Shade Diversity Put TirTir on the Global MapKorea Herald
- 02