Makeup maven Jung Saem-mool on why her big Singapore move makes sense

Song Hye-kyo, BoA, and Tang Wei – these are just some of the Asian entertainment bigwigs that celebrity makeup artist Jung Saem-mool has worked with.

But she is more than makeup royalty for celebrities – the visionary with more than 30 years of experience has shaped the global beauty industry, bringing K-Beauty from Korea to the world.

Besides pioneering makeup trends, Jung also runs her own beauty salon, a makeup academy, and a cosmetic line under the JUNGSAEMMOOL brand.
 

Her choice of the brand’s first flagship store? Singapore

There are clear business considerations for expanding her brand to Singapore – these include the city-state's established position as a business hub in Asia, its diversity, and its strong talent pool. However, Jung's decision is also influenced by a longstanding relationship with Singapore.

“My connection with Singapore began over a decade ago. Initially, I thought of Singapore simply as a clean and warm city. Now, having spent more time here, I’ve gained a much deeper appreciation for it,” Jung said. 

Drawing parallels between Singapore and the JUNGSAEMMOOL brand, she said: “Much like our brand philosophy to embrace each person’s unique beauty, Singapore’s harmonious multicultural society embraces individuality and diversity.”

Over the past 10 years, Jung made multiple work and family trips to Singapore, and each experience has reinforced how the city-state is the right place for her business.

“It’s exciting to witness the growing influence of Korean culture in Singapore,” Jung said. “The popularity of K-pop, K-dramas, and Korean beauty trends here has created a receptive environment for our brand. This cultural openness, combined with Singapore’s position as a global hub, has allowed us to gain international reach and further develop our products.”
 

The professionalism and dedication of Singapore’s talent pool also stood out to Jung, who was consistently impressed by their genuine passion for creativity and ability to embrace new techniques. When combined with the efficiency synonymous with Singapore’s brand, the choice became clear.

“I started to see Singapore as my second home,” said Jung. 
 

Moving to Singapore on the ONE Pass work visa
 

Jung first relocated to Singapore in 2022 to establish the JUNGSAEMMOOL brand. In 2024, she obtained a ONE Pass work visa.

With the ONE Pass, individuals and families can relocate to the country with ease. The longer validity of five years brings added security, and ONE Pass holders can also apply for dependant passes, making it easier for households to initiate a move. ONE Pass holders also enjoy greater flexibility to start, operate, and work for multiple companies within the country. 

Jung described the journey of setting up her business here as “very straightforward and smooth” – setting up a business required only 1.5 days and the process was entirely digital.

“Singapore’s efficient approach to such processes made it much easier for me to focus on settling in and building both my family life and business here,” Jung said.

Her spouse and CEO of JUNGSAEMOOL Yoo Min Suk, and their two children have also settled in well. Jung praised the holistic education system where her kids can engage in various extracurricular activities.

“Singapore’s multicultural environment has offered a welcoming space both personally and professionally. From school celebrations like Diwali to the city’s blend of cultures, the diversity has fostered a sense of belonging for my family and enriched our experiences,” shared Jung.

The seamless way in which the industry leader has embraced her adopted home also means Jung wanted to do more for the local community.

“Seeing Singapore as my second home has also inspired me to continue the charitable work I began in Korea. In 2022, I donated to HUG Community Services, and I am currently working with HCSA Community Services to support initiatives for single parents in Singapore. Giving back to the community has always been a priority to me, and I hope to make a positive impact through these efforts,” Jung said.

Global plans, local inspiration

Jung’s outlook remains future-focused, and the latest step in establishing the brand's flagship store is a leap towards a brighter, more fulfilling time to come.

“Singapore’s strategic position within Asia and diverse talent pool familiar with regional markets makes it the ideal launch point for expanding our brand across the region. With its well-developed infrastructure and business-friendly environment, Singapore serves as an ideal hub for business,” said Jung.

The founder has also been pleasantly emboldened by the reception of consumers in Singapore. As a gateway to the region and a globalised city-state, Singapore's clientele reflects a microcosm of the world, providing valuable insights and inspiring new ideas that advance K-Beauty innovation.

Mentorship remains a cornerstone of Jung’s work. “One of the most fulfilling aspects of my work is nurturing the next generation of artists,” Jung said. Her commitment to nurturing local talent and mentoring the next generation of artists while embracing the unique cultural landscape of Singapore aligns with her passion for fostering creativity and collaboration.

As Jung Saem-mool continues to inspire and innovate, Singapore stands as the ideal foundation for what promises to be an exciting and transformative journey ahead.
 

Read more about Singapore’s ONE Pass here. Want to find out more about life in Singapore? Check out our Living in Singapore guide.

Hear from other ONE Pass holders who have made the move to Singapore:

• Kevin Chung, COO at generative AI platform, Writer
• Dr Katharina Sikora, CFO at Siemens Mobility Singapore