Launched by Korea’s top makeup artist, Jung Saem Mool, in 2015. Jung Saem Mool, the brand’s founder, began her makeup journey in 1991 and gained recognition as a dedicated makeup specialist for both Korean and international celebrities and influencers. Her expertise resonated with the public, leading to the birth of JSM Beauty. JSM Beauty emphasizes natural beauty, clean makeup techniques, and the use of her 30 years of knowledge in product colors and materials. Since its 2015 launch in Korea, the brand has expanded to China, Japan, the United States, Thailand, and Singapore. With Hong Kong in 2024, JSM Beauty continues its global expansion. The brand has received numerous accolades, including being recognized as one of South Korea’s top brands in 2017. Their flagship product, the cushion, achieved the remarkable feat of becoming the best-selling item in the largest multi-cosmetics store in Korea, Olive Young, in 2023. JSM Beauty, led by the cushion maestro Jung Saem Mool, offers approximately 200 SKUs that cater to base, skin, and makeup needs. The brand’s slogan, “FIND YOUTIFUL” (YOU+BEAUTIFUL), reflects their commitment to helping customers discover their own beauty.