If you follow Korean beauty, you know the term "Glass Skin", that impossible, transparent, water-like glow that looks like you were born with perfect hydration.
But before "Glass Skin" was a hashtag with billions of views, it was a revolutionary technique developed by one woman: Jung Saem Mool.
At Daeskin, we believe in understanding the who and the why behind the brands we curate. Today, we are diving deep into the story of JSM Beauty, from the makeup artist who reshaped the industry to the products that allow you to mimic her hands at home.
From breadwinner to beauty icon
Jung Saem Mool (JSM) isn't just a CEO; she is a survivor and a pioneer. Her journey to becoming Korea's most influential makeup artist began in hardship. After her father’s business failed, Jung became the head of her household, working as a waitress and selling clothes to support her four younger siblings.
That resilience defined her career. While other artists were focused on heavy matte coverage in the 90s, Jung looked at makeup differently. She was influenced by her mother, a fine artist, and eventually moved to San Francisco mid-career to formally study Fine Arts herself.
She didn’t just want to cover faces; she wanted to understand them as 3D canvases. This led her to pioneer the "Transparent Makeup" look, most famously on actress Jun Ji-hyun in the movie My Sassy Girl. That natural, breathing skin became the blueprint for modern K-Beauty.
The heart behind the brand
What makes Jung Saem Mool truly unique is her openness about her personal life. She runs JSM Beauty alongside her husband and partner, Yoo Min-suk.
She is also one of the most vocal advocates for open adoption in South Korea. She has publicly shared the story of adopting her two daughters, describing them as "destined" for her family. She famously used the concept of The Red Thread, an East Asian belief that an invisible red cord connects those destined to meet, to explain their bond.
This philosophy of love, destiny, and gratitude permeates her brand. She views her work through a lens of faith and philanthropy, frequently donating to support children and single parents.
The "Tang Wei" effect: the power of geometry
If you need proof of JSM’s genius, look no further than Chinese actress Tang Wei.
Before working with JSM, Tang Wei was styled with sharp, arched brows and heavy makeup. Jung Saem Mool completely re-architected her look. She introduced the "Il-ja" (straight) brow and lightened the coverage to reveal Tang Wei’s natural skin texture. The transformation was so stunning that Tang Wei became a beauty icon in Korea overnight.
This proved JSM's core belief: Makeup shouldn't hide you; it should correct your geometry to reveal your best self.
The JSM technique: how to paint your face
You don't need to be a pro to use JSM products, but knowing her "Key 7" principles changes the game. Here are two rules that will change how you apply foundation:
1. The V-Zone vs. The Star Zone
Most of us apply foundation evenly all over. JSM teaches that this makes the face look flat.
- The V-Zone (Cheeks/Jaw): This is where skin is thickest. You should apply the most product here for coverage.
- The Star Zone (T-Zone/Eyes): This is where skin is thinnest. You should apply feather-light pressure and almost no product here.
- The Result: Natural dimension without the makeup settling into eye wrinkles or smile lines.
2. The "Back of the Hand" Rule
Have you noticed the textured palette inside the lid of JSM cushions? That isn't just design; it's a tool. Professional artists always blend foundation into the brush on the back of their hand before touching the face to ensure an even coat. JSM built a textured plastic palette directly into her packaging to mimic the skin of a hand. Tip: Always tap your puff on this palette before applying to your face. It prevents that "cakey" first stamp of the product.
The Holy Grails: what to try
Ready to experience the master’s touch? Here are the hero products that define the brand:
Essential Skin Nuder Cushion: The gold standard. It uses a specialised mesh to deliver that famous "transparent" glow. It offers coverage without looking like a mask, making it perfect for beginners and pros alike.
Essential Mool Cream: "Mool" means water in Korean. This liquid-to-cream primer is the secret weapon for dry or flaky skin. Applied before foundation, it guarantees that glass-skin finish and prevents makeup from drying out.
Artist Concealer Palette: A customizable palette that understands colour theory. It includes a "blending" section and specific salmon tones to correct dark circles (blue/grey tones) rather than just whitening them.
