Why K-Beauty Brand TirTir & ANUA Became So Popular

In the ever-evolving world of K-Beauty, two names have shot to the top of everyone’s must-try lists: TirTir and ANUA. If you’ve been scrolling through TikTok or Instagram lately, you’ve likely seen glowing reviews, before-and-after routines, and “you have to try this” recommendations for both brands.

But what exactly is behind their meteoric rise? Let’s break it down in simple terms.

1. 💄A Viral “Hero” Product That Delivers

Screenshot from TIRTIR global website

TirTir’s Mask Fit Red Cushion
TirTir was relatively unknown outside Korea—until influencers started raving about its cushion foundation. The formula promises full coverage that looks like natural skin, not a cakey mask. Once beauty creators posted side-by-side demonstrations and shade-matching filters, curious viewers flocked to buy it. Within months, it topped Amazon’s foundation charts.

Screenshot from Anua global website

ANUA’s Heartleaf Soothing Toner
ANUA rode a different trend: soothing skincare. Their toner is packed with 77% heartleaf extract, a plant known for calming redness and irri