NEW YORK — The global K-beauty brand TIRTIR captured local attention by bringing the essence of Jeju matcha to the heart of New York City. The viral skincare brand hosted the '2026 TIRTIR Matcha House' pop-up in SoHo, New York, for three days from this April. Local consumers were invited to experience TIRTIR's K-matcha skincare line firsthand. Centered around 'Matcha PDRN,' a Jeju matcha-derived ingredient, the line was developed to gently calm irritated skin and support overall skin balance, highlighting TIRTIR's distinctive skincare vision, a results-driven way to blend two trends into one.
A TIRTIR representative stated, "Through this pop-up, we were able to build on the brand recognition TIRTIR has established in the makeup category while effectively showcasing the brand's unique strengths in skincare to global consumers," adding, "We will continue to introduce a variety of customer experience-driven initiatives across the global market."
