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Tuesday, February 11, 2025

K-Beauty Hits the Mall: TIRTIR’s Retail Leap is the Glow-Up You Didn’t Know You Needed

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TIRTIR, the Korean skincare and makeup brand, has made its offline retail debut in India through a partnership with Reliance Retail’s Tira, the company’s omnichannel beauty platform. The brand’s products are now available at select Tira stores, including prominent locations like Jio World Drive (Mumbai), DLF Avenue (Vasant Kunj, Delhi), Mall of Asia (Bengaluru), and both Infiniti Mall locations in Mumbai (Andheri and Malad).

Founded in 2015 by Lee Yoo Bin in Seoul, South Korea, TIRTIR quickly rose to prominence, particularly on TikTok’s BeautyTok, where it gained a following for its makeup tutorials, reviews, and skincare hacks. The brand specializes in makeup, skincare, and haircare products, bringing innovation to the beauty industry.

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After making an online entrance into India in December 2024, TIRTIR debuted its range on both Tira and Nykaa, offering popular items like its cushion foundation, milk skin toner, ceramic milk ampoule, and makeup setting spray.

Reliance Retail’s Tira, launched in February 2023 as an e-commerce platform, expanded its reach with a flagship store opening at Jio World Drive in Mumbai by April of the same year. Now, Tira operates over 13 stores across India.

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Korean beauty has seen a surge in demand in India thanks to its cutting-edge products and focus on personalized skincare. TIRTIR joins a growing list of Korean brands, including The Face Shop, Dr. Jart+, Cosrx, Skin1004, and Mizon, which have made their way into the Indian market, both online and offline.

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