Tirtir, a Korean beauty brand, has been named the official beauty partner of the 78th Annual Tony Awards. This marks the first time a Korean cosmetics company has partnered with the annual ceremony honoring excellence in Broadway theater.
The partnership will include backstage access to Tirtir products, including the brand’s Red Cushion Foundation, for use by nominees and performers during the event. The brand will provide makeup for touchups and final looks from the red carpet through the post-show celebrations.
The 78th Tony Awards will take place at Radio City Music Hall in New York City on Sunday, June 8, 2025. Hosted by Tony, Emmy and GRAMMY Award-winner and three-time Oscar nominee Cynthia Erivo, the awards will be broadcast live on CBS from 8:00 to 11:00 p.m. ET (5:00 to 8:00 p.m. PT), and stream live on Paramount+ in the United States.
Tirtir director of global business Rahee Lim said the brand is excited to support the event and will highlight a range of products during the evening. “We’re thrilled to be partnering with the Tony Awards,” Lim said in a statement. “Our brand isn’t just about makeup — it’s about beauty that celebrates individuality, honors diversity and empowers everyone to glow with confidence. Because beauty is for everyone —and so are we."
The Tony Awards are produced by Tony Award Productions, a joint venture of the American Theatre Wing and the Broadway League, in association with White Cherry Entertainment. Ricky Kirshner and Glenn Weiss serve as executive producers and showrunners for White Cherry Entertainment, with Weiss also directing the broadcast. The Broadway League is led by chair Kristin Caskey and president Jason Laks. The American Theatre Wing is chaired by Emilio Sosa, with Heather A. Hitchens serving as president and CEO.
