JSM is a beauty brand founded by renowned makeup artist Jung Saem Mool, known for her philosophy of enhancing natural beauty rather than covering it. Recognized as the creator of the iconic “glass skin” look in K-beauty and as the lead judge on Just Make Up, a 2025 South Korean reality survival competition show, her influence continues to shape the industry. The brand focuses on creating a refined, radiant skin through balanced color, texture, and skin expression. With products designed to reflect real skin tones and a natural glow, JSM offers a thoughtful approach to makeup that blends artistry with everyday wearability.