Crafting a campaign that garners 117.2 million total views is no small feat. But that is exactly what K-beauty brand TirTir accomplished with its fantastic TikTok marketing strategy.
Our influencer marketing agency, House of Marketers has helped K-beauty brands such as D’Alba, TFIT and Biodance globally scale outside of South Korea with tremendous speed and effectiveness.
This TirTir’s success storycase study takes you behind the scenes of TirTir’s success story, exploring how the brand tackled challenges like globalisation, shade inclusivity, and cultural expectations with its marketing strategies.
Whether you’re a small business owner, marketer, or beauty enthusiast, TirTir’s story offers valuable lessons in turning challenges into opportunities and building authentic connections with your audience.
Let’s dive into how TirTir is setting the standard for beauty brands worldwide.
TirTir’s Origin Story
When TirTir launched in 2018, it was stepping into an already competitive beauty market, one that was captivated by the “glass skin” trend. Since then, K-beauty has become more than a trend—it’s a celebrated lifestyle.
At the heart of TirTir is Lee Yoo Bin, a former influencer turned entrepreneur. Lee’s unique perspective on what consumers truly wanted, combined with her entrepreneurial spirit, allowed TirTir to grow from a local favorite into a globally recognised brand.
What made the difference?
She had a deep understanding of her audience, a willingness to adapt, and a stroke of marketing genius on TikTok.
This is the story of how TirTir turned challenges into opportunities and leveraged social media to redefine what it means to be a global K-beauty brand.
From a Local Sensation to a Global Name
Let’s rewind a bit.
When TirTir first started, it wasn’t necessarily destined for the global stage. Founded during the height of Hallyu—the “Korean Wave” that saw everything from K-pop to K-dramas dominate international media—the brand entered a beauty market already buzzing with excitement over all things Korean.
This cultural movement brought international attention to K-beauty, which was making waves for its innovative, skincare-first approach. Products promising flawless, glowing skin became the hallmark of the industry, capturing the imagination of beauty enthusiasts worldwide.
TirTir stepped into this flourishing landscape with a slightly different focus. While other brands leaned heavily on traditional skincare routines, TirTir sought to blend skincare and makeup, offering hybrid products that catered to the growing demand for multitasking solutions.
This approach was shaped by the vision of Lee Yoo Bin, a former influencer turned entrepreneur, who understood the power of personal connection in building a brand.
This strategy quickly paid off.
By 2020, just two years after its founding, TirTir had reached an impressive milestone of $21 million in sales. However, this success brought with it a new challenge.
As TirTir began to expand beyond South Korea, the brand had to navigate the expectations of a global audience—one that was more diverse and vocal about its needs.
Adapting to this new reality required TirTir to rethink its approach while staying true to its roots.
Challenges With Going Global
Going global is a double-edged sword for local economies.
On one hand, it offers the chance to reach new markets and connect with millions of potential customers. On the other, it brings heightened scrutiny, especially when a brand doesn’t meet the diverse needs of a broader audience.
For TirTir, this scrutiny came in the form of shade inclusivity. When the brand initially launched its Mask Fit Red Cushion Foundation, it offered just three shades: 17C Porcelain, 21N Ivory, and 23N Sand. This range worked well for the Korean local market, where lighter tones dominate beauty standards.
However, when the brand debuted in Western markets, the response was clear: three shades weren’t nearly enough.
TikTok creator @MissDarcei perfectly summed up the frustration in a viral video critiquing K-beauty’s lack of diversity. This kind of feedback might have been seen as a PR nightmare by many brands.
For TirTir, it was an opportunity.
@tirtir.official ✨ The special moments we shared with Darcei! ✨ And now we are kicking off a new chapter with Darcei! 💖 Get ready for what’s coming – we’re just getting started! 🎉 #tirtir #tirtircushion #cushionfoundation #kbeauty #BeautyCollab #beautylover #breakingnews #newlaunch #comingsoon #staytuned
TikTok x TirTir
When @MissDarcei’s video gained traction, TirTir didn’t just acknowledge the criticism; they responded in a way that felt personal and authentic.
They sent her all 30 of their foundation shades—a gesture that not only addressed her concerns but also showcased the brand’s willingness to adapt.
This move wasn’t just damage control—it was the start of a larger strategy. Riding the wave of attention generated by Darcei’s video, TirTir launched the “Find Your Shade” campaign. Using TikTok’s Branded Effects, they created an interactive filter that allowed users to find their ideal shade from TirTir’s lineup. Branded Effects is a type of TikTok ad that lets brands add filters, stickers, or AR tools to TikTok videos.
The campaign was a massive hit.
- The campaign garnered an impressive 117.2 million total views
- Inspired the creation of over 16,000 user-generated videos
- Achieved a remarkable 2.7% engagement rate
Source: TikTok
These numbers aren’t just impressive—They also show how TikTok has been a big help in making K-beauty stand out on social media.
Lessons from TirTir’s Social Media Success
TirTir’s social media strategy stands out as a masterclass in engaging meaningfully with audiences and creating a lasting impression in a competitive market.
Here’s how TirTir does it—and why it works so well.
1. Bringing the Audience Into the Experience
At the heart of TirTir’s success is the “Find Your Shade” campaign, an innovative and interactive initiative that goes beyond showcasing the brand’s expanded shade range.
This turns shopping into an engaging and personalised experience. Instead of passively scrolling through product ads, users actively participate, exploring the
Interactivity taps into the human desire for personalisation. By allowing users to engage directly with the product, TirTir makes the campaign both enjoyable and product in a fun way that’s tailored to their needs.
This interactivity makes the campaign memorable and fosters a deeper emotional connection with the audience.meaningful.
@tirtir.official Try all 30 shades directly on your face💖 #tirtir #findyourshade #shadematch #foundationfilter #perfectshade #tiktokmakeupfilter #tirtircushion
2. Trend Adaptation: Staying Fresh and Relatable
TirTir excels at staying relevant by seamlessly integrating its campaigns into TikTok trends and memes. TikTok thrives on creativity and humor, and TirTir embraces this by using playful, culturally aware content to connect with its audience.
For example, the brand leaned into the viral TikTok trend featuring Moo Deng, a pygmy hippo who became an internet sensation. TirTir joined the fun with a cheeky post
This lighthearted, meme-like approach not only entertained but also highlighted the brand’s hero product—the Mask Fit Red Cushion Foundation—in a way that felt organic and engaging.
TirTir also keeps its content visually appealing by using illustrated imagery and incorporating popular visual trends to jazz up its promotions. From clever memes to vibrant illustrations, the brand finds ways to creatively showcase its products during sales events or special campaigns.
Engaging in these trends allows the brand to position itself as approachable, self-aware, and in tune with its community.
3. Giveaways and User-Generated Content
TirTir’s strategic use of giveaways and user-generated content (UGC) plays a pivotal role in its success. The brand ties product giveaways to challenges, encouraging users to create their own videos featuring the foundation. These videos quickly multiplied, resulting in over 16,000 user-generated videos during the campaign.
@tirtir.official If you are having trouble choosing the perfect TIRTIR cushion shade, use the FIND YOUR SHADE filter and test out different shades to find the right one for you🤩❤️ @geena #tirtir #findyourshade #shadematch #foundationfilter #perfectshade #tiktokmakeupfilter #tirtircushion
Giveaways and UGC drive participation while increasing visibility. UGC is one of the most powerful forms of marketing because it feels authentic. When consumers see real people engaging with a product, it builds credibility and trust. TirTir understands this dynamic and leans heavily into it.
Source: Instagram
The giveaways themselves are smartly designed to maintain campaign momentum. By tying them to specific milestones or challenges, TirTir ensures continuous engagement and excitement throughout the campaign.
For marketers, TirTir’s approach is a blueprint for success. It shows that engaging campaigns aren’t just about selling products—they’re about forging connections. By focusing on interactivity, relatability, and community-driven content, brands can turn customers into advocates and products into cultural phenomena.
Building Trust Through Influencers
Influencers played a pivotal role in TirTir’s success. While many brands rely on influencers for promotion, TirTir went a step further, treating them as partners in product development.
Take @MissDarcei, for example. Her initial critique may have highlighted the brand’s shortcomings, but her subsequent collaboration with TirTir helped reshape its image.
Her viral video showcasing the expanded shade range attracted over 50 million views on YouTube Shorts, cementing TirTir’s reputation as a brand that listens and evolves.
If you’re confused about where to begin, Start your influencer marketing campaign in just 5 steps with House of Marketers.
One of the most compelling aspects of TirTir’s story is its commitment to listening to its customers. After the initial backlash about its shade range, TirTir’s response wasn’t rushed—it was strategic.
@tirtir.official You spoke, we listened! Unveiling our 20 shades of Mask Fit Red Cushion swatches. Which one’s your match? Get your hands on the Mask Fit Red Cushion, now available in 20 shades, TODAY on Amazon. #tirtir #tirtircushion #maskfitredcushion #cushionfoundation
The brand actively engaged with influencers, conducted surveys on social media and used consumer feedback to guide its decisions.
Collaborating with influencers was particularly crucial. By working with creators like Mikayla Nogueira and Robert Welsh, as well as those with unique skin tones—such as Oceanne Comtois, an influencer with albinism—TirTir ensured that its products were genuinely inclusive.
@oceannec_ Could it be? We finally have a shade match? The care and attention to detail that @TIRTIR Inc. has put into this journey has been absolutely heart-warming and they serve as an example for how brands should strive to action customer criticism. Thank you TIRTIR for this wonderful experience! ❤️ Products ✨: • TIRTIR Mask Fit Red Cushion Shade 10C #tirtircushion #tirtir #albinism #albino #palegirlmakeup #fairskinmakeup
Pioneering Inclusivity in K-Beauty
TirTir’s inclusivity extended beyond its shade range.
The brand collaborated with influencers of all backgrounds, surveyed global audiences, and incorporated feedback into every stage of product development.
TirTir’s TikTok success is more than just a marketing story—it’s a blueprint for how brands can thrive in a global, digital-first economy.
TirTir turned a potential misstep into a defining moment.The result? Increased product awareness, higher purchase intent, and a reputation as a trailblazer in inclusivity.
For small business owners and marketers, TirTir’s journey is a reminder that success isn’t just about having a great product—it’s about building a great relationship with your audience.
As K-beauty evolves, TirTir has set a new standard for what it means to be inclusive, innovative, and truly global. TirTir not only followed trends—but also created them. And with brands like TirTir leading the charge, the future of beauty is brighter and more diverse than ever.
Read more brand success stories
d’Alba Influencer Marketing & UGC Campaign Case Study
How ‘The Ordinary’ Uses Simple Social Influencer Strategy for Extraordinary Results
Elf Case Study: TikTok Marketing Lessons For Beauty Brands
Gymshark’s Success Story: Growing with Influencers
In the End
TirTir’s journey is a testament to the power of adaptability, innovation, and authenticity. From its humble beginnings in South Korea to becoming a global leader in K-beauty, the brand has shown that success in today’s fast-paced, world is about more than just great products—it’s about listening, evolving, and connecting.
By embracing social media campaigns, collaborating with influencers, and prioritising inclusivity, TirTir has redefined what it means to be a modern beauty brand. It has proven that challenges, like criticism over shade ranges or navigating global markets, can be turned into opportunities with the right mindset and strategy.
For marketers and small business owners, TirTir’s success story is a powerful reminder of the impact of adaptable branding and effectively leveraging social media to connect with consumers. At House of Marketers, we recognise the value of these strategies and are equipped to guide brands in implementing similar impactful campaigns.
Let’s work together to bring your brand to the forefront of your industry, just like TirTir has. We specialise in helping brands achieve this kind of success. If you’re looking to elevate your brand and connect with a wider audience through effective social media strategies, we invite you to contact us for a free consultation and proposal.
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.