jung saem mool

Founded in 2014 in Seoul by legendary celebrity makeup artist Jung Saem Mool, JSM Beauty is a pioneering Korean cosmetics brand built around the philosophy of natural, transparent beauty. Jung, widely credited with sparking the "glass skin" movement in the early 2000s, translated her decades of professional artistry into a line that prioritizes skin-like finishes over heavy coverage. The brand is best known for its professional-grade base makeup, particularly its cult-favorite cushion foundations, concealers, and the signature Mool Cream, which acts as a deeply hydrating skincare-makeup hybrid. These core products are designed to deliver a dewy, radiant complexion that enhances natural features rather than masking them.

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