Dubai, UAE – April 1, 2025 – TIRTIR, the first Korean beauty brand to introduce an inclusive range of 40 shades of cushion foundation, has officially made its debut in the UAE with the launch of a landmark K-beauty roadshow at Dubai Festival City Mall. Running from March 30 to April 13, the immersive showcase marks the first-ever Korean beauty roadshow in the region, introducing thousands of visitors to the innovative and diverse range of makeup and skincare products that define TIRTIR’s identity.
Founded on the belief that beauty begins with healthy, radiant skin, TIRTIR has quickly gained a cult following worldwide. While the brand is rooted in a skin-first philosophy with its gentle yet effective formulas, it is renowned for its extensive shade range of lightweight cushion foundations that cater to diverse skin tones. These cushion foundations have become a hero product, beloved for their ability to enhance natural beauty while maintaining the skin’s natural balance. TIRTIR’s mission is to simplify beauty routines without compromising on performance, making its products a favorite among beauty professionals, celebrities, and everyday users around the world.
The Dubai roadshow is the brand’s first major public activation in the region, offering customers an intimate opportunity to discover what makes TIRTIR one of Korea’s most celebrated beauty names.
Organized by K-SECRET, No.1 Korean Beauty Retailer in the Middle East, trusted by thousands of customers for delivering authentic, high-quality Korean beauty products, the event brings TIRTIR’s essence to life through a fully immersive space. Visitors can explore the full product range, enjoy free Beauty consultations, and find their perfect foundation shade match with personalized consulting. They can also attend live product demonstrations and engage in interactive activities that highlight TIRTIR’s commitment to simplicity, effectiveness, and transparency.
“We are incredibly proud to bring this vision to life,” said Byung Yoon Ahn, Managing Director of K-SECRET. “Launching the first Korean beauty roadshow in the UAE is not just a milestone for our company, but for the entire industry. At K-SECRET, we believe in more than just showcasing products — we believe in storytelling, in bridging cultures through beauty, and in creating experiences that leave a lasting impression. TIRTIR is a perfect representation of the values we cherish: authenticity, innovation, and skin-first care.”
Since its opening, the roadshow has already attracted thousands of curious and enthusiastic visitors, creating buzz both online and offline. With its clean aesthetics, thoughtful design, and commitment to genuine engagement, the space has become a must-visit destination inside Dubai Festival City Mall.
“The response from the public has been nothing short of phenomenal,” added Hosam Bedawy Marketing Managers at K-SECRET. “People are genuinely connecting with the story behind the products and the roots of Korean beauty. They’re eager to learn, to ask questions, and to share their own experiences. It’s exciting to witness how much love there is in the region for K-beauty — and this is only the beginning.”
Looking ahead, K-SECRET hints at future regional activations, with plans to take the Korean beauty movement beyond Dubai and into other cities across the Middle East. The success of the TIRTIR Roadshow marks a transformative moment for the beauty industry — one that celebrates innovation, community, and global connection.
About TIRTIR
TIRTIR is a leading Korean beauty brand, offers products across both skincare and makeup categories. On a mission to resolve skin concerns and celebrate natural beauty, TIRTIR empowers everyone to shine with confidence. Its name ‘Trust In Radiance,’ reflects the brand’s belief in inspiring bold voices and redefining what it means to glow. Trusted by professionals and beauty lovers alike, TIRTIR continues to prioritize products that embrace individuality and inspire confidence for all.
About K-SECRET
K-SECRET is the No.1 Korean Beauty Retailer in the Middle East, trusted by thousands of customers for delivering authentic, high-quality Korean beauty products. A regional pioneer in the curation and distribution of leading Korean skincare and cosmetics brands, K-SECRET partners directly with top-tier companies in Korea to bring innovation and excellence to the GCC market. The company currently operates 8 dedicated retail stores across key locations, with plans to expand to 10 stores by the second quarter of 2025 — reflecting its rapid growth and commitment to making K-beauty more accessible than ever. From experiential in-store activations to robust online platforms, K-SECRET continues to connect cultures through skincare, driven by trust, quality, and creativity.
