The fashion world didn’t see this coming. BTS’s Kim Taehyung—better known as V—has cemented his status as the ultimate “V Effect” powerhouse with back-to-back ambassadorships for Japanese skincare sensation YUNTH and Korean makeup trailblazer TIRTIR. Announced in a whirlwind of teasers on October 28, 2025, these deals mark V’s explosive entry into the beauty realm post-military discharge, blending his cinematic allure with brands hungry for that global glow-up. With over 69 million Instagram followers and a knack for turning ads into instant icons.
TIRTIR’s Stock Skyrocket
TIRTIR— the K-beauty disruptor famed for its viral Mask Fit Red Cushion and groundbreaking 40-shade foundation range—crowned V their inaugural global ambassador on November 3. The partnership waited for V’s return from hte military. It was worth it.
They opened with a dramatic teaser of V’s lower face cradling the red cushion, spotlighted like a noir film star, followed by a Q&A video captioned “YOUR SHADE, OUR STANDARD.” The teaser wasn’t much of a mystery to ARMYs. The lips were unmistakable.
But it was a tease, alright.
The teaser garnered 100M views on Instagram in less than a week. A second teaser quickly amassed 74M views, given the brand’s modest follower count, the boost was impressive. With launches in Ulta and Sephora UK already under their belt, TIRTIR’s eyeing V-led viral campaigns to conquer Asia, the Middle East, and beyond.
YUNTH’s Sold-Out Saga
Hot on Tirtir’s heels, Japanese skincare innovator YUNTH handed V Japan’s first-ever exclusive skincare contract with a K-pop star, unveiled on October 29. The campaign video dropped like a velvet bomb on November 4: V, shirtless under a sleek grey suit, layered in gold chains, gazing with that signature smolder as he touts their Raw VC Whitening Serum. Fans lost it—”The finest man” trended worldwide—propelling YUNTH to No. 1 on Rakuten’s real-time beauty rankings and Amazon Japan’s top cosmetics spot.
By November 6, the brand issued a statement: “Overwhelming response beyond expectations—products sold out in stores and online; restocking ASAP.”
The “V Effect” in Overdrive.
V’s portfolio reads like a luxury ledger: Celine, Cartier, Snow Peak, Coca-Cola Korea, Compose Coffee, SimInvest—you name it, he’s elevated it. His August Coke Zero ad went mega-viral for its moody cinematography, while Snow Peak’s FW25 campaign spiked their sales 18.1% to 96.3 billion KRW.
V’s endorsements shatter ceilings. YUNTH’s instant shortages and TIRTIR’s virality, 76% of Celine’s Paris Fashion Week chatter solo-generated (raking $13.1M EMV), and now, two brands betting big on his “sophisticated sensibility” to fuel expansions.
Who’s next on his hit list? The beauty world’s holding its breath.
