How JungSaemMool is Rewriting the K-Beauty Playbook

Jung Saem Mool Beauty secured a 12.5 billion won investment from the Export-Import Bank of Korea in December 2025. This funding supports North American expansion for the 300 billion won brand.

The enterprise reflects the thirty-year career of makeup artist Jung Saem Mool. Consequently, it has evolved into a premium color cosmetic powerhouse that recorded 110.9 billion won in revenue last year.

The firm started operations in November 2014 from its headquarters in Gangnam, Seoul. CEO Yoo Min-seok currently leads the business alongside the visionary founder to drive international growth.

The company achieved an impressive annual revenue of 110.9 billion won during the 2024 fiscal year. Operating profit reached 12.1 billion won as the brand solidified its financial stability.

Financial Milestones and Institutional Backing

CLSA Capital Partners selected Jung Saem Mool Beauty for a major investment in July 2025. This deal appraised the cosmetic startup at a valuation exceeding fifteen times its annual EBITDA.

The Export-Import Bank of Korea acted as a key limited partner in a 50 billion won fund. Specifically, this entity indirectly acquired 12.5 billion won in redeemable convertible preferred shares.

Management utilizes these growth capital funds to open new international retail locations. The capital also supports the establishment of a dedicated corporate subsidiary within the United States market.

Since entering Thailand in 2019, the brand has expanded its footprint across Asia. It now maintains a presence in over 1,300 retail stores throughout Southeast Asia and Greater China.

The Product Engine Driving Global Sales

The Essential Skin Nuder Cushion serves as the flagship product for the entire brand. This single item achieved remarkable sales of 2.5 million units annually by the end of 2021.

The cushion ranked fifth in the foundation category during the 2022 Amazon Prime Day. Moreover, it secured the top spot at the 2024 Olive Young Awards within the competitive Korean market.

Customers praise the formulation for providing natural yet thorough coverage of skin imperfections. The product includes SPF50+ protection and whitening certifications to enhance its practical daily utility.

Jung Saem Mool Beauty currently maintains a diverse portfolio of over 300 different cosmetic items. While focusing on color makeup, the company plans to introduce specialized skincare lines shortly.

Philosophy and the Artist’s Professional Legacy

The brand operates under the core philosophy of Find Me and Beauty Starts From You. This approach emphasizes individual natural beauty rather than following fleeting artificial trends.

Jung Saem Mool utilizes her unique KOD7 system to design every product in the collection.

1. Thin and Thick, creates facial depth by varying the amount of product used.
2. Additionally, the Warm and Cool principle utilizes color theory to correct specific skin tone issues effectively.
3. The third rule, Wet and Dry, ensures makeup longevity by layering different textures strategically.
4. Moreover, the Lost and Found rule emphasizes the intensity of lines to define the user’s best features.
5. The fifth rule, Cross and Cross, focuses on maintaining facial balance through vertical and horizontal axes.
6. Subsequently, the Simple and Complex rule directs attention to a single focal point on the face.
7. Finally, the Old and New principle blends classic aesthetics with contemporary beauty trends.

This methodology applies fine art principles to balance facial proportions and light contrast effectively.

The Thin and Thick principle helps users create facial depth without heavy layering. Such technical expertise has attracted high-profile clients like Jun Ji-hyun and Kim Tae-hee over three decades.

Future Strategy and Market Diversification

The company recently launched a sub-brand titled Zoom by Jung Saem Mool at Daiso stores. This strategic move targets mass-market consumers with affordable products priced under 5,000 won.

However, balancing this mass-market entry with a premium image remains a critical challenge. The firm must ensure that high accessibility does not dilute its luxury brand equity over time.

Finally, Jung Saem Mool Beauty successfully bridges professional expertise with commercial scalability. Its recent financial backing positions the brand as a formidable leader in the global K-beauty sector.