A beauty brand that resonates throughout the world of K-Beauty as a symbol of expertise, precision and natural beauty – that's JUNG SAEM MOOL. Its founder, renowned makeup artist Jung Saem Mool, has been shaping the world of Korean makeup for more than 30 years now, working with many celebrities and setting trends since the 90s. Thanks to her innovative approach, JSM Beauty brings the unique magic of the stars of South Korean pop culture to the international public.

The philosophy of the JUNG SAEM MOOL brand is based on accepting individuality and focuses on emphasising distinctive beauty. The development of every product is based of decades of professional experience and entails simple but refined techniques. The characteristic YOUTIFUL (You + Beautiful) concept celebrates the beauty that dwells in everyone. As a K-beauty pioneer, the brand is expanding globally, has flagship stores in Singapore and representation in 12 countries.

The brand's portfolio consists of meticulously developed products that combine professional quality with an emphasis on a natural look. Best-sellers include JUNG SAEM MOOL Essential Skin Nuder Cushion, an illuminating foundation that evens out and brightens skin tone. The JUNG SAEM MOOL Cushion Puff is ideal for precise application of makeup with a perfectly smooth result. The brand also offers skin care products – JUNG SAEM MOOL Essential Mool Cream is a light moisturising cream with ceramides and panthenol that gives the skin long-lasting hydration and prepares it for makeup application.