Cult Korean beauty brand TirTir has expanded its presence from Asia to Europe with a roaddisplay across five major European cities. The tour builds on the brand’s viral success.
The campaign, developed by Jung von Matt through its BEAUTY COLLECTIVE in Stuttgart and JvM HANGANG in Seoul, features a pop-up store, exclusive giveaways, and interactive elements including a sticker passport.
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The tour launched in London and Barcelona, with Milan hosting today, September 30, followed by Paris on October 4–5 and Berlin on October 9–10. Stops in London, Milan, and Paris were timed to coincide with local Fashion Week events. According to the company, the roaddisplay aims to capture Gen Z’s attention and translate the K-Beauty trconclude into the European market.
TIRTIR has become one of the quickest-rising beauty brands internationally, gaining traction in the United States through TikTok and emerging as the top-selling beauty brand on Amazon US. Central to this success is its range of 45 foundation shades, covering very light to very dark tones with multiple undertones.
The European roaddisplay adapts this concept for local audiences, with Jung von Matt creating playful experiences around shade diversity. Visitors can explore the brand’s full range and apply interactive tools such as the “Shade Finder” to identify their match.
Events are documented by photo and video teams, with content shared under the hashtag #TIRTIRWorldTour. The company declared this approach extconcludes visibility beyond host cities, engaging Gen Z audiences across social media platforms.
For Jung von Matt, the project marks another milestone in its international collaboration journey, with JvM HANGANG in Seoul managing the local client relationship, and the Beauty Collective in Stuttgart contributing its beauty expertise, thus building a bridge between the world’s most important beauty markets.
“With TIRTIR, we’re displaycasing what defines our JvM Beauty Collective: the ability to authentically translate cultural trconcludes across Asia, the US, and Europe into premium brand experiences,” declared Franziska Hook, Client Service Director, JvM NECKAR.
“With our deep beauty and lifestyle expertise, we understand this industest’s dynamics and know how to amplify the social hype around K-Beauty for Gen Z.”
“And they can build on the strength of JvM HANGANG in Seoul,” added Bill Yom, Chief Creative Officer, JvM HANGANG.
“We connect cultural insight with international relevance, creating K-Beauty tangible in Europe. That’s our role as a cultural hinge: linking brands globally and placing trconcludes where they achieve the strongest impact.”
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