Jung von Matt brings K-Beauty hype to Europe with TIRTIR roadshow across capital cities

Cult Korean beauty brand TIRTIR has brought its social media hype from Asia to Europe with a roadshow across five European capitals.

Comprising a completely new pop-up store, exclusive giveaways, and interactive elements such as a sticker passport, the roadshow has been developed by Jung von Matt, in a collaboration between JvM BEAUTY COLLECTIVE in Stuttgart and JvM HANGANG in Seoul.

The tour has taken TIRTIR to London and Barcelona, with Milan happening today (30th September), Paris on the 4th and 5th October and Berlin ion the 9th and 10th October. The stops in London, Milan and Paris timed to coincide with the local Fashion Week. The goal: capturing Gen Z’s attention and authentically translating the global K-Beauty trend into the European market.

TIRTIR is currently one of the fastest-rising stars in the beauty industry. In the US, the Korean brand skyrocketed via TikTok to become the No. 1 beauty brand and the top-selling beauty brand on Amazon US. At the heart of this success is shade diversity. With 45 different foundation tones – from very light to very dark, including multiple undertones – TIRTIR was one of the first K-Beauty brands to consistently align its portfolio with a diverse customer base.

The European roadshow has now brought this USP to the European market in a roadshow experience specially adapted for Europe. For the European roadshow, Jung von Matt has created playful experiences around this shade diversity with social mechanics designed to generate reach far beyond the event locations. Visitors on-site can experience the brand’s full shade range alongside interactive tools such as the “Shade Finder,” helping them discover their perfect match.

Documented by photo and video teams, content is bundled under the hashtag #TIRTIRWorldTour – ensuring visibility not only in the host cities but also in the feeds of Gen Z audiences worldwide. The result: a brand presence that goes beyond visual appeal, creating immersive experiences tailored to European audiences and making TIRTIR’s hype truly tangible in Europe.

For Jung von Matt, the project marks another milestone in its international collaboration journey, with JvM HANGANG in Seoul managing the local client relationship, and the Beauty Collective in Stuttgart contributing its beauty expertise, thus building a bridge between the world’s most important beauty markets.

“With TIRTIR, we’re showcasing what defines our JvM Beauty Collective: the ability to authentically translate cultural trends across Asia, the US, and Europe into premium brand experiences,” says Franziska Hook, Client Service Director, JvM NECKAR. “With our deep beauty and lifestyle expertise, we understand this industry’s dynamics and know how to amplify the social hype around K-Beauty for Gen Z.”

“And they can build on the strength of JvM HANGANG in Seoul,” adds Bill Yom, Chief Creative Officer, JvM HANGANG. “We connect cultural insight with international relevance, making K-Beauty tangible in Europe. That’s our role as a cultural hinge: linking brands globally and placing trends where they achieve the strongest impact.”