TIRTIR, a Korean beauty brand, expands its footprint in India by opening offline stores with Reliance’s Tira platform.

Korean skincare and makeup brand TIRTIR has entered the offline retail space in India in partnership with Reliance Retail’s omnichannel beauty platform Tira. TIRTIR products are now available in select Tira stores across Mumbai, New Delhi, and Bengaluru, including Jio World Drive, DLF Avenue, Mall of Asia, Infiniti Mall, and more. Founded in 2015 in Seoul, South Korea, TIRTIR specializes in makeup, haircare, and skincare products and gained popularity on BeautyTok, a niche on TikTok. The brand made its online debut in India in December 2024, and is now available on Tira and Nykaa. The brand offers products such as cushion foundation, milk skin toner, ceramic milk ampoule, and makeup fixing spray. Korean beauty products have gained immense popularity in India due to their innovative products and focus on personalized skincare solutions, with several Korean brands already entering the Indian market through online and offline channels.