How TikTok Virality Fueled Tirtir’s 3,000% International Growth

Goodai Global reported in late 2024 that Tirtir projected 300 billion KRW in revenue. This growth stems from a TikTok-native strategy and Amazon-centric distribution.

Consequently, this milestone has positioned the brand as the primary engine for a 10 trillion KRW IPO. The parent company aims to redefine the global beauty landscape through these metrics.

Foundations and Governance Shifts

Lee Yoo-bin founded Tirtir in 2017 to leverage her influencer audience. Initially, she focused on personal skin radiance products. She later incorporated the brand in 2019 to manage demand.

In June 2023, Lee Yoo-bin sold a 63.6 percent stake to The Hahm Partners for 89 billion KRW. This strategic move allowed Tirtir to transition into a corporate-led growth model.

Furthermore, Goodai Global acquired 75 percent of the brand for 157.5 billion KRW. This acquisition integrated Tirtir into a portfolio that includes Beauty of Joseon and Skinfood.

The Dynamics of Digital Dominance

The Mask Fit Red Cushion acted as the primary catalyst for global recognition. Its long-wear formula was specifically designed for the needs of the mask-wearing era.

Specifically, Tirtir utilized short-form videos on TikTok to demonstrate high-coverage benefits. This approach successfully reached millions of international beauty consumers.

Moreover, the brand launched an AR filter called Find Your Shade. This digital tool generated over 117 million views and thousands of user-generated content submissions.

As a result, the distribution strategy prioritized digital channels over traditional retail. By securing the top spot on Amazon, the brand built a foundation of digital authority.

Strategic Pivots toward Inclusivity

Tirtir initially faced criticism regarding its limited shade range. In response, the brand expanded its cushion lineup to 40 distinct shades to serve a global demographic.

Consequently, this inclusive strategy differentiated the brand from traditional K-beauty rivals. It transformed a potential brand crisis into a massive growth opportunity.

Specifically, sales in Western markets reportedly surged by 3,000 percent after this expansion. This pivot successfully attracted Gen Z consumers who value diversity and representation.

Celebrity Leverage and Cultural Synergy

In 2025, Tirtir appointed BTS member V as its global brand ambassador. This partnership provided an immediate boost to brand awareness across North America and Europe.

Meanwhile, physical pop-up stores were designed to function as social media content factories. Visitors were encouraged to share their experiences in real-time on various platforms.

Additionally, the synergy between K-pop and cosmetics accelerated entry into Tier-1 retail. This celebrity influence effectively reduced customer acquisition costs in new regions.

Financial Growth and IPO Objectives

Goodai Global reported a revenue climb from 41.3 billion KRW in 2022 to 330.9 billion KRW in 2024. This growth reflects the effectiveness of its aggressive brand roll-up strategy.

Furthermore, the company issued 800 billion KRW in convertible bonds in mid-2025. This capital supported the acquisition of Seorin Company and the legendary brand Skinfood.

Ultimately, the post-money valuation of the group reached 4.4 trillion KRW. Institutional investors like IMM Investment now support the group’s 10 trillion KRW IPO target.

Structural Risks and Future Outlook

However, heavy reliance on viral algorithms poses a potential risk for long-term stability. The brand must transition from a viral sensation to a lasting legacy label.

Additionally, managing multiple distinct brands under one umbrella presents operational challenges. Maintaining the unique identity of each asset is critical for future success.

In summary, Tirtir represents a shift in how Korean brands achieve international scale. Its success serves as a blueprint for the second generation of global K-beauty.