Even before introducing her eponymous cosmetic brand in 2015, Jung Saem Mool was already disseminating K-beauty to netizens via her website, launched eight years earlier.
Today, jungsaemmool.com is a must-visit for obtaining how-tos in creating various K-beauty looks, as well as skincare and make-up techniques, based on the Key 7 principles.
"The first rule is Thin & Thick. It is a key to create a three-dimensional make-up look," she said in the tutorial. "This theory suggests you apply a thick layer of make-up to parts with thick skin, and a thin layer to parts with thin skin, in order to make the face appear small and three dimensional."
From cheekbones down to the chin, the V-zone is where the skin is thicker compared to other areas of the face.
"Since the skin is quite thick, you should apply more product to this part," she explained. "When you apply basic skincare products, base make-up, always start at the V-zone, and apply leftover to other parts of the face."
Well-hydrated skin optimises the effect of make-up.
The Star-zone comprises skin around eyes, lips and between eyebrows that frequently make facial expressions. More functional formulas are used for this zone to help delay the etching of fine lines and wrinkles, and only a small amount is required because the skin is relatively thin.
Likewise, "less is more" on the T-zone, which is also a thin area that easily becomes oily, particularly on the nose bridge and forehead.
Skin Nuder Concealer.
Eyes and lips also have thin and thick parts that call for varying product amounts and application methods.
Other Key 7 principles include Warm & Cool's colour correction, Wet & Dry for long-lasting make-up, and Focal Point for a balanced face.
With three decades of experience, the celebrated make-up artist teaches these principles at Jung Saem Mool Art & Academy in Seoul, South Korea.
The online academy offers tons of tutorials, such as how to do cat's-eye liner, even out asymmetric brows, create seasonal looks and even easy make-up for men.
In the videos, she appears with her signature look boasting "glass skin", accented by statement glasses and bright-red lips.
Skinny-tap Puff. Jung Sam Mool
The clear and transparent complexion can be achieved through Essential Mool Cream, Skin Setting Base, Essential Star-cealer Foundation and make-up cushions.
Designed like an artist's palette for blending, the two-in-one Essential Star-cealer features a concealer and a foundation, which comes out when pushing a button on the left side of the compact.
"My complexion products can optimally lend the glass effect on well-moisturised skin. So I created Essential Mool Cream to maximise the effect of the make-up," she said.
Depending on which part of the skin and its thickness, the amount of product used and application technique differ, of which she goes into details in the Basic Skincare video.
The liquid-to-cream texture of Essential Mool Cream makes it seem like an essence with low viscosity but becomes more creamy once rolled onto the skin.
The hydrating cream has been reworked in two new formulas: Essential Mool Cream Brightening, and Essential Mool Cream Light.
Essential Mool Cream Brightening.
The brightening version contains hyaluronic acids, an extract of eight white flowers and carbonated water from three hot springs in Greece.
The light-textured cream features Centella asiatica extract, ceramide water, hyaluronic acids and Oxygen Water from South Korea's Jeju Island, where water is naturally nourished by optimal humidity, minerals and oxygen.
Essential Mool Cream Light.
Other new products include brightening Skin Nuder Concealer with sun protection plus pure pigments obtained through the Tornado Milling technique. The airy texture allows applying a thin layer for "slim fit" coverage, facilitated by the Skinny-tap Puff, designed for a precise application.
A finger is often used to apply concealer but this results in thick coverage as well as finger marks, she noted, whereas the design of the ergonomic puff allows you to wear it on your finger and do a better job.
Skin Nuder Concealer provides delicate coverage. Jungsammool
"We developed the Skinny-tap Puff, which fits on the fingertip perfectly. It hugs the contour to create better coverage yet is crease-free. Skin Nuder Concealer is made up of small particles, so it creates a thin and delicate coverage, for a clean canvas," she said in the tutorial.
Jungsaemmool cosmetics are available exclusively at Siam Paragon, Siam Center and Iconsiam. For information, visit jungsaemmool.com and facebook.com/Jungsaemmoolthailand.
