“Kim Taehyung’s impact”- Fans hail the BTS star as TIRTIR emerges the #2 Most Influential K-Beauty Brand of 2025, with EMV of $72.1 Million

BTS member V aka Kim Taehyung, became the center of online discussions as TIRTIR ranked second on Daily Fashion News and Lefty’s list of the world’s most influential Korean beauty brands for 2025. On December 23, 2025, Daily Fashion News, in collaboration with marketing platform Lefty, released its year-end ranking of the Top 10 most influential Korean beauty brands of 2025.

The list evaluates global influence based on earned media value. It highlights K-beauty brands that recorded significant international visibility and digital engagement throughout the year.

According to the analysis conducted by Daily Fashion News and Lefty through December 1, the South Korean Korean skincare brand TIRTIR recorded an earned media value of USD 72.1 million. The figure was driven by engagement and buzz across Instagram and TikTok.

The brand’s sharp rise followed Kim Taehyung’s appointment as the brand’s first global ambassador on November 3, 2025. Within a short period, the partnership generated high levels of online visibility and interaction, contributing to TIRTIR’s position on the list.

After the ranking was announced, fans credited the achievement largely to Kim Taehyung’s influence. As the news spread on X, users shared posts and comments highlighting how the brand reached the second position within just two months of his appointment. One fan commented,

“In less than two months, Kim Taehyung’s impact catapulted them to 2nd! REAL IMPACT! IMPACThyung! 😌😍❤️‍🔥CONGRATULATIONS TIRTIR V FACE OF TIRTIR #TaehyungxTirTir”"

Social media users continued to praise his effect, emphasizing how quickly his presence translated into measurable global attention for the brand also congratulating the brand on its achievement.

Fans continued highlighting Kim Taehyung's significant impact on TIRTIR's success. They marveled at how, in just two months since his appointment as global ambassador, he generated enough influence to help the brand achieve its ranking on the list.

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Daily Fashion News x Lefty ranks TIRTIR #2 among 2025’s most influential K-beauty brands as Taehyung partnership boosts global visibility

Daily Fashion News and Lefty's ranking is compiled using Lefty’s global media value data. The ranking reflects brands that have demonstrated steep growth and sustained global attention.

According to the report, the analysis covers data collected between January 1, 2025, and December 1, 2025, and focuses on earned media generated across Instagram and TikTok. The Top 10 most influential K-beauty brands of 2025, based on earned media value, are as follows:

1. Laneige – EMV USD 112.9 million
2. TIRTIR – EMV USD 72.1 million
3. Glow Recipe – EMV USD 68 million
4. Erborian – EMV USD 60.4 million
5. Beauty of Joseon – EMV USD 60.4 million
6. Medicube – EMV USD 59.3 million
7. SKIN1004 – EMV USD 55.8 million
8. COSRX – EMV USD 49.4 million
9. Anua – EMV USD 36.7 million
10. Innisfree – EMV USD 27.4 million

As per the report, the ranking is based on earned media value, which serves as an indicator measuring the economic impact of media exposure. Earned media value represents visibility that a brand or individual gains organically, excluding paid advertisements.

This includes exposure voluntarily created by third parties, such as brand mentions, influencer content, and user-generated posts on social media platforms. Daily Fashion News reports that Lefty calculates total earned media value using the formula EMV equals exposure multiplied by CPM, divided by 1,000.

Lefty’s standard CPM for the analysis is set at USD 100, with CPM referring to cost per thousand impressions. The calculation includes EMV generated on Instagram and TikTok, taking into account posts that contain brand references and reflect measurable exposure. Instagram Stories are excluded from tracking under this methodology.

Daily Fashion News described the ranking as a reflection of the global momentum of K-beauty brands, noting the growing international reach and increasing digital influence of Korean beauty labels across global markets.

Meanwhile, TIRTIR's collaboration with Taehyung was introduced as part of TIRTIR’s efforts to take its core philosophy of “my own beauty” to a wider global audience. A representative from the brand stated that the idol’s public image, often associated with individuality and diversity, closely reflects the values TIRTIR aims to communicate through its branding and campaigns.

Further highlighting the partnership, TIRTIR revealed on November 22, 2025, a large-scale showcase of the collaboration at the Burj Khalifa as a part of a 10-day pop-up at the Dubai Mall Fountain. The showcase confirmed the BTS member as the brand’s first-ever global representative.

Edited by Adrija Chakraborty