Jamsu is a Korean beauty trend that can help your makeup stay on all day.
Korean women are masters of good skincare but Jamsu is actually very simple. After cleansing and moisturizing, you apply your concealer and foundation. Next, you submerge your face in icy cold water for 15-20 seconds.
Submerging your face in water after you apply your makeup may sound counter-productive, but the cold water actually shrinks pores and creates a matte effect. It also helps your makeup stay on for longer.
“Thorough skincare is part of Korean culture and is encouraged during early childhood years, with Korean women believing that flawless and radiant skin is a sign of true beauty,” Robyn Clifford, Product Director at Korean beauty brand Oh K told Glamour.
“This belief stems back centuries ago where women never exposed their skin to sunlight to achieve healthy and porcelain-like skin. Skin complexion and flawlessness are of great importance in Korean tradition, with the belief that you can tell your fate and fortune by your skin.”
She adds: “Korean women dedicate a lot of time to their skincare regimes with a view that it is something to savour and enjoy”.
Jimsu may sound unusual to us but if Robyn Clifford stands by it, that’s good enough reason for us to take the plunge.
