Laura Lee (@larlarlee) aboard the TIRTIR beauty bus.
SANTA MONICA, CA (LA ELEMENTS) 9/6/2025 – It’s not often that a beauty event deserves its own US tour, but the K-Beauty powerhouse TIRTIR collab with Ulta does. With stops in Los Angeles, Chicago, Miami and New York TIRTIR is bringing its message of clean beauty to fans nationwide. We’re thrilled that they selected Los Angeles as their first stop. And what better way to celebrate summer than with a beachside beauty bash?
On August 22, 2025, starting out at the Santa Monica Pier, mega-influencers and beauty enthusiasts gathered at the TIRTIR “beauty bus,” emblazoned with images best described as “Spice Girls meets Bratz dolls.” The designs showcase the beautiful diversity of women by representing Hispanic, Asian, White and Black skin tones through the brand’s muses-Lizzie, Kai, Nyla and Callista- all featured prominently on the brand’s social media.
To kick off the evening’s festivities, visitors received a “passport” stamped at each tour stop, reflecting the cities on TIRTIR’S beauty bus itinerary. Onboard, visitors had the chance to get up close and personal with the trend setting makeup and skincare that this K-Beauty brand has to offer. At the end of the tour, guests received a gift bag with TIRTIR’s Milk Skin Toner and 50+ SPF Hydro UV Shield Sunscreen.
After the tour, a pedicab whisked select guests to the beachfront patio of the Regent Santa Monica for an exclusive celebration. There, partygoers mingled with executives from TIRTIR as well as some of the biggest names in social media such as Manny MUA and Mikayla Nogueira Hawken aka @Mikaylajmakeup.
“I’m here at the TIRTIR event with Ulta Beauty, celebrating their launch in-store,” says Hawken. “They’re launching 40 cushion foundations, their concealer and I’m super excited to be here!”
Party guests enjoyed an array of refreshments including cocktails expertly crafted for the occasion. A vast collection of TirTir beauty essentials was laid out for guests to sample, with a beauty specialist on hand to give consultations to find the perfect Cushion foundation shade. Once the shade was selected, each guest’s name was engraved on the case, creating a one of a kind keepsake. And since this was a special launch party, Ulta made sure not to let guests go home empty handed. Each guest received “luggage” filled with TIRTIR essentials: Ceramic Milk Ampoule, Mask Fit Make Up Fixer, Milk Skin Toner, Hydro UV Shield Sunscreen 50+ SPF and Juicypop lip balm.
Rebecca Ghaderi (@rebeccaghaderi) at the TIRTIR x Ulta beauty event.
The beauty buzz around TIRTIR has been huge. Today’s consumers are a lot more savvy not only about what they want in their skincare, but about what they don’t want in their skincare. So out with the harsh chemicals and in with natural ingredients, especially those that promote skin health. Cruelty free-even better. We had the chance to catch up with Lyla Kim, President of Global Marketing for TIRTIR to find out the secret behind the success of TIRTIR.
When did you first join TIRTIR?
I joined the team December 2023.
What is the hero product in TIRTIR and how has it evolved?
Our hero product and the reason why we went viral is because of our Cushion Foundation. It’s portable so it gives you on the go radiance. You can carry it anywhere. I think especially if you’re in a rush, it’s perfect for a touch-up.
First, we just had 3 shades like other Korean brands. But we do want to expand our shade range, so we are starting from 9 shades then 20 shades, then 30 shades then 40 shades. While we are expanding shades, we’ve been conducting customer surveys and we’ve been listening to the other influencer’s feedback as well. So, this year in May, we launched blurring concealer which is 20 shades.
Why did the brand choose the name, “TIRTIR?”
TirTir is actually, “Trust in Radiance” so our slogan is, “Be bored. Redefine your radiance.
What do you want your customers to know about your products?
I think that we are also focusing on beauty and not just skincare. We do skincare and our skincare is so good, but we are different from other K-Beauty brands in that our main product is base makeup. I think people really love our formula and long-lasting and coverage as well. It’s really lightweight but it gives full coverage. Our hero product is cushion foundation. It’s portable, on the go, it gives you on the go radiance, you can carry it anywhere. I think especially if you’re in a rush, it’s perfect for a touch-up.
On our cover: @mannymua733 and @mikaylajmakeup
All photography courtesy of Jennifer Johnson
Follow TIRTIR on Instagram .
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