K-beauty Brand Tirtir Launches $22 Hydra Veil Serum Powder on Global Online Store

Korean makeup brand Tirtir has launched Hydra Veil Serum Powder, a setting powder made with skin care ingredients, on its global online store.

The powder went on sale on Tirtir's global store on Oct. 30 for $22. It is available in two shades, 01 Clear and 02 Pearl, each containing 10 grams of powder.

Tirtir describes the product as a freeze-dried setting powder. The formula contains more than 12 percent skin care ingredients, including glycerin and niacinamide, according to the company.

The brand said those ingredients help maintain skin hydration and reduce moisture loss while the powder is worn.

Tirtir also said the powder makes pores look less visible and keeps makeup in place for up to 24 hours. The company said the long-lasting effect was confirmed in a clinical evaluation.

The 01 Clear shade is designed for a natural, translucent matte finish, while 02 Pearl is meant to add soft radiance and dimension.

The company directs users to apply the powder evenly with the included puff as the final step of base makeup.

The powder is manufactured by Cosmax, according to Tirtir's Korean online store, where it is priced at 24,000 won.

The product reached Japan before its global release. Goodai Global Japan, which imports and distributes Tirtir products there, began a staggered rollout on July 24 at variety stores and drugstores nationwide, as well as on Qoo10, Rakuten, Amazon and Zozotown. The Japanese price is 2,530 yen including tax.