Song Hye-kyo, BoA, and Tang Wei – these are just some of the Asian entertainment bigwigs that celebrity makeup artist Jung Saem-mool has worked with.
But she is more than makeup royalty for celebrities – the visionary with more than 30 years of experience has shaped the global beauty industry, bringing K-Beauty from Korea to the world.
Besides pioneering makeup trends, Jung also runs her own beauty salon, a makeup academy, and a cosmetic line under the JUNGSAEMMOOL brand.
Her choice of the brand’s first flagship store? Singapore
There are clear business considerations for expanding her brand to Singapore – these include the city-state's established position as a business hub in Asia, its diversity, and its strong talent pool. However, Jung's decision is also influenced by a longstanding relationship with Singapore.
“My connection with Singapore began over a decade ago. Initially, I thought of Singapore simply as a clean and warm city. Now, having spent more time here, I’ve gained a much deeper appreciation for it,” Jung said.
Drawing parallels between Singapore and the JUNGSAEMMOOL brand, she said: “Much like our brand philosophy to embrace each person’s unique beauty, Singapore’s harmonious multicultural society embraces individuality and diversity.”
Over the past 10 years, Jung made multiple work and family trips to Singapore, and each experience has reinforced how the city-state is the right place for her business.
“It’s exciting to witness the growing influence of Korean culture in Singapore,” Jung said. “The popularity of K-pop, K-dramas, and Korean beauty trends here has created a receptive environment for our brand. This cultural openness, combined with Singapore’s position as a global hub, has allowed us to gain international reach and further develop our products.”
