Founded in 2017 by Korean beauty influencer Lee Yu-bin, TIRTIR (an acronym for Trust + In + Radiance) is a viral K-Beauty brand owned by Goodai Global. The brand is dedicated to restoring the skin’s natural healthy glow through high-performance, nature-oriented formulas. TIRTIR gained massive global fame—particularly in Japan and the US—for its industry-leading shade ranges and long-wear “Mask Fit” technology, making professional-level “glass skin” results accessible to diverse skin tones and types.