Korean beauty brand TIRTIR is making its way into India’s offline retail market through a partnership with Reliance Retail’s Tira, its omnichannel beauty platform. The brand can now be found in select Tira locations, including popular malls like Jio World Drive (Mumbai), DLF Avenue (Delhi), Mall of Asia (Bengaluru), and Infiniti Malls in Andheri and Malad (Mumbai).
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Launched in 2015 by Lee Yoo Bin in Seoul, TIRTIR specializes in skincare, makeup, and haircare products. The brand has gained a loyal following on TikTok’s BeautyTok segment, where users share makeup tutorials and reviews.
After entering the Indian market online in December 2024 via Tira and Nykaa, TIRTIR introduced several products like its cushion foundation, milk skin toner, ceramic milk ampoule, and makeup fixing spray.
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Reliance Retail’s Tira platform, which debuted as an e-commerce site in February 2023, expanded with its first physical store at Jio World Drive in Mumbai in April. Now, Tira operates over 13 stores across the country.
With Korean beauty trends booming in India, TIRTIR joins other brands like The Face Shop, Dr. Jart+, and Cosrx in offering innovative, personalized skincare solutions to Indian consumers through both online and offline channels.
