Next up in my Seoul Shopping Guide is the Jung Saem Mool flagship store in Sinsa. I was lucky enough to be invited to the press opening event of this store, and when I recently revisited, I still loved it just as much.
Brand Background
Jung Saem Mool is a world-renowned Korean makeup artist, and this is the first offline store of her artist’s cosmetic company JSM Beauty. The store name is Plops (as an English speaker, a slightly odd choice for a shop name, but alas), and as I said, located on Garosugil, the trendiest shopping area in Sinsa, Seoul. I’ve collaborated with JSM Beauty in the past, and their products are really different to other makeup products in the Korean market, with lots of bold colors and textures. You can read more about the brand here.
Store Aesthetic
It’s the aesthetic that really sets this store apart. It’s a gorgeous, artsy space, set slightly off the main street, with a small decking outside for lounging.
Inside, there are three floors, with the basement and ground floor open plan style, then the top floor separately.
The ground floor is where the makeup is located, for playing, testing, makeovers, and purchasing.
The basement floor has a tiny coffee area (I actually got a free coffee the day I recently visited!) and another lounging area, along with the sculpture of Jung Saem Mool’s hand.
The top floor has books and records of Jung Saem Mool’s work, plus a small garden type area, again to sit and relax.
The space is truly gorgeous, and a lot of fun to wander around and enjoy.
My Picks & Bestsellers
Their best sellers are their Essential Star-Cealer Foundation (with an award from Allure), their lipsticks, and the Essential Mool Cream (I have this and it’s awesome).
My personal favourites include their best sellers! I really like the innovation of the Essential Star-cealer Foundation (42,000KRW), and it’s lasting power.
I own four lip products and they’re fantastic. My favourite is the High Tinted Lip Lacquer in Carmen Red (20,000KRW), and my recent Halloween event freebie, High Color Lipstick in Dark Plum (27,000KRW if bought). The colors are so vibrant, the formulas don’t dry out my lips, and they last very well.
A new favourite is also the Essential Powder Illuminator in Warm Glow (28,000KRW). It’s a loose, shimmery highlight type powder (kind of a nightmare with packaging though, loose powder is so hard to control). It’s very fine and subtle so I’ve been using it on a lot of my face and I love the understated glow I get from it.
Price Point
I’d say it’s at the higher end of mid-range. Most of the products are between 20-40,000 KRW.
Location
Address: 40 Apgujeong-ro 12-gil, Sinsa-dong
If you got to Sinsa station, exit 8, and walk straight until Garosugil comes up on your left. Walking along Garosugil you’ll come to this store on the left.
Hours: 11am-10pm daily
Let me know if you visit! Happy beauty shopping.
