TIRTIR Debuts in the Middle East with a Landmark Beauty Roadshow at Dubai Festival City Mall, Powered by K-SECRET

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
and Dina Alrawas 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.