Founded in 2005 and owned by South Korean celebrity makeup artist Jung Saem-mool, the brand commemorated the first anniversary of its flagship store in Singapore this May.
JUNGSAEMMOOL has termed this season’s makeup trend “Transcend”, which represents a desire to find emotional balance in an overstimulated, tech-driven world.
“As we navigate AI integration and digital overload, there’s a growing need to reconnect with human warmth and authenticity. The trend blends vivid, tech-inspired colours with soft, glowy textures — think radiant skin, bright yet wearable accents like coral lips or pastel eye details, and subtle sparkles that evoke fleeting joy.
“It’s all about celebrating small moments of beauty and reminding ourselves that even in a fast-paced digital age, the human touch remains essential,” Judy Kim, General Brand Manager of JUNGSAEMMOOL told CosmeticsDesign-Asia.
According to Kim, the response in Singapore has been very positive so far, with a growing customer base appreciating the brand’s commitment to professional-quality, skin-focused cosmetics.
While core product preferences are similar across markets, with cushion foundations and hydration-focused items leading sales, climate and lifestyle differences have an influence on consumers’ skin care and makeup priorities.
For instance, Singapore consumers show a stronger inclination towards pore-care and oil-controlling products, likely due to the year-round humidity.
“Over the past year, JUNGSAEMMOOL has seen a noticeable increase in brand awareness in Singapore, driven by an expansion in both online and offline points of sale. Our bestsellers here — Essential Skin Nuder Cushion, Mool Cream, and Micro Fitting Mist — closely mirror those in Korea.
“However, we’ve also observed a strong local demand for the BeginS by JUNGSAEMMOOL Pore line, particularly Pore Pads and Pore Serum, due to Singapore’s hot and humid climate. Additionally, Artist Concealer Palettes and Finish Powders remain steady sellers, appealing to those seeking a natural, long-lasting finish suited for the local weather.”
JUNGSAEMMOOL is actively working on expanding its portfolio to include a wider range of shades to suit various skin tones, as well as creating formulations tailored for different climates, skin types, genders, and age groups.
“Although localised product development is something we’re definitely considering, including for markets like Singapore, it naturally requires time to ensure that we maintain the brand’s high standards of quality and performance.
“That said, feedback from local consumers plays a key role in guiding our product innovation, and we are committed to evolving our range to meet both global and regional needs more effectively.”
Blending art and beauty
To mark its anniversary in Singapore, JUNGSAEMMOOL has partnered with local artist duo, Ripple Root, to launch a Singapore-Edition Essential Skin Nuder Cushion, which will be available for sale for a limited period.
Through this collaboration, titled “The Sweetness of Tangerines”, the cult-favourite cushion foundation has been given a “lively transformation” featuring artwork by Ripple Root.
The cushion comes in a bright tangerine hue, while the packaging is decked out in symbolic design elements that pay tribute to both Singaporean and Korean heritage.
“The Singapore-Edition Essential Skin Nuder Cushion was specially created to celebrate the first anniversary of our flagship store in Singapore, in conjunction with the 50th anniversary of diplomatic relations between Singapore and Korea. The signature orange colour is inspired by the terracotta roof of iconic black-and-white bungalows [in Singapore].
“In both countries, orange symbolises prosperity, positivity, and the spirit of sharing blessings, making it a meaningful colour for this commemorative release. To add a distinctive local flair, we collaborated with Ripple Root, known for their vibrant and culturally rich artwork. Their creative touch brings a uniquely Singaporean identity to the edition, blending art, heritage, and beauty in a design that is both modern and momentous.”
