How TIRTIR’s Viral Foundation Went From 3 to 40 Shades

If you have spent some time on BeautyTok, i.e., the side of TikTok filled with makeup reviews, GRWMs, hacks, and tutorials, then you’ve probably stumbled upon TIRTIR. The South Korean makeup and skin care brand is a viral topic among creators thanks to its Mask Fit Red Cushion Foundation. The little red egg-shaped compact, which was already the number-one foundation in Japan, has now climbed the popularity ranks internationally, claiming the top spot in Amazon’s best-selling foundation list. But how did it get there? It all goes back to inclusivity....