Korean makeup artist to Hallyu stars opens her brand's first global flagship store in Singapore

With 33 years of experience under her belt, Korean celebrity makeup artist and JUNGSAEMMOOL Beauty founder, Jung Saem-mool is a star in her own right.

A pioneer in the K-beauty world and known for her meticulous base makeup, her hands have touched some of the most famous names in K-drama and K-pop – Song Hye-kyo, Jun Ji-hyun, Kim Tae-hee (Jung even did Kim’s makeup for her wedding to Rain), BoA and Lee Hyo-ri (the singer has also just been named the brand’s first Korean ambassador). Jung has also worked closely with Chinese actress, Tang Wei.

The good news: You can get to experience the same JUNGSAEMMOOL touch at its first-ever global flagship outside of Seoul, right here in Singapore.

According to Jung, it took her and her husband (who’s also the CEO of JUNGSAEMMOOL Beauty), Yoo Min-seok, two years to find the perfect spot for the brand’s Singapore flagship.

Locations initially considered included Dempsey, Tanjong Pagar and Keong Saik. But when she laid eyes on the black-and-white colonial bungalow along Scotts Road, Jung knew it was the one. “I could visualise the space immediately.”

The Singapore flagship is the first to house the brand’s three different identities – retail store, salon and academy, under one roof.

Fun fact: The JUNGSAEMMOOL Beauty flagship (the standalone retail store) and the Art & Academy (where makeup courses are held) are located in different locations in Seoul. The former is located in the Sinsa area while the latter is in the Cheongdam area.  

What also sealed the deal for Jung was the warm feeling she felt. “I’ve always wanted to be able to give my customers a cosy, homely feeling when they’re getting a makeover.”

The first thing that greets you at the foyer is an abstract structure showcasing the brand’s signature products. This structure is inspired by Jung’s hand movements whilst wielding her brush during makeup applications and was designed by Choi Jiyoon, creative director of Chen + Choi Collaborative (the same people behind the design of the interior space of the store).

The first floor features the brand’s retail space – besides purchasing your favourites, you can also look out for Singapore exclusives like shade extensions, limited edition packaging and more, in the future, and the academy where makeup lessons are conducted by JUNGSAEMMOOL trainers, including Jung. 

It doesn’t matter if you’re not proficient at makeup because the academy offers classes for all beauty enthusiasts, from makeup professionals to newbies.

Jung also shared that she’s considering starting a makeup class inspired by her daughters. “It’ll be for young people who are starting to get curious about makeup application because many of them do not know how or where to start.”

On the second floor is the private JUNGSAEMMOOL Salon area that offers haircut, hairstyling and makeup services. And yes, you can get Jung’s personal consult and magic touch if she’s available.

Jung admitted that she finds it difficult to pinpoint her favourite spot in the store. “Being involved in the interior design process, I’m just so proud to see everything in its place and in one space. I feel very comfortable to see it all come together so seamlessly.”

CALLING SINGAPORE HOME

The makeup maestro isn’t a stranger to Singapore. In fact, her first trip here was 10 years ago when she was invited by Mediacorp to train its makeup artists. Since then, Jung has been visiting our sunny island annually.

In fact, the Fine Arts graduate loves Singapore so much that she moved her family here in 2022.

To prepare her two daughters – Yoo Ah-in, 11, and Yoo Ra-el, seven – for the move, she started bringing them to Singapore for annual summer holiday camps at Camp Asia Singapore since her older girl was five.

“I wanted them to experience what it would be like to live in Singapore, to grow up in an environment where they would be able to meet people of different races.”

And something that Jung hasn’t shared with many: It was in Singapore that Jung and her husband gave their older daughter the book, The Red Thread (a fairy tale adoption story based on the Chinese belief that an invisible, unbreakable red thread connects those who are destined to be together) and revealed that she was adopted.

“Korea has a more homogenous culture and family structure, and adoption isn’t widely talked about, so we wanted to raise her in an environment where she would feel safe and confident. And this memory along with Singapore has become very meaningful to her and our family.”

CELEBRATING YOU

When it comes to makeup, the 54-year-old entrepreneur strongly believes in focusing on your uniqueness because there is only one you. It’s the principle that she has been teaching throughout her career.

You’ll spot variations of this mantra – “Beauty starts from you, Just believe” and “Find Youtiful” (an amalgamation of ‘you’ and ‘beautiful’) – throughout the Singapore flagship.

“Your innate individuality should transcend the trend and what you naturally have should always be prioritised. As a makeup artist, my job is to bring out your unique you-ness with my skills; it’s not about adding anything else to it.”

When it comes to her philosophy of personal colour, one shouldn’t be fixated on the personal colour analysis K-trend or whether you’re a Spring or Autumn, said Jung.

“Your personal colour and texture can change depending on the seasons, where you live and how old you are. It’s more important to look at yourself in the mirror every morning and night to understand your uniqueness and focus on that. For instance, now I’m in Singapore, I’m more tan and have a warmer tone so I will change my makeup accordingly. And with age, your skin texture changes, so choose something that is more suitable for the you now.”

But what if all you see in the mirror are flaws? As women, we are often our harshest critics.

To this, Jung emphasised the need to be kinder. “You need to respect yourself first if you want others to respect you. So when you look in the mirror, focus on the good, the happy and positive, instead of the negative. It’s about your mindset.”

LOOKING YOUNG & FRESH

It’s no secret that many people want to achieve that glow-y, youthful K-complexion. But is it even possible in hot and humid Singapore?

Here are Jung’s three easy tips:

1. Incorporate a pore minimising serum

In Singapore, the biggest bane is the heat and humidity. “When the weather is warm, your pores tend to appear a little bigger because of all that sweating. And with age, your skin sags and the pores can also appear larger. To help the pores look less obvious, use a pore minimising serum. As an extra boost, keep it in the fridge so it’s nice and cold when applied, which can help ‘tighten’ its appearance.”

2. Use cleansing and cotton pads

“I was shocked that many people I’ve met here do not use cotton pads during the toner application step. I often use cleansing pads to remove makeup and traces of dirt, sebum and dead skin cells that can cause blackheads, whiteheads and blemishes. Applying a toner with a cotton pad does a similar function too. It might be something simple, but I think it’s very important in helping keep the skin texture smooth and clear.”

3. Sunscreen is your best friend

“UV protection is the most important because it can accelerate ageing,” said Jung. When skin ages, it can appear dull, rough, wrinkled and saggy, all of which can contribute to how your skin texture looks.

The JUNGSAEMMOOL Singapore flagship is located at 27 Scotts Road, Singapore 228222. For more information, visit www.jsmbeauty.sg.