We guarantee you won’t have tried this before
When it comes to perfecting our makeup base, we make very sure to steer clear of anything that has the potential to ruin all our blending hard work, such as water (yes rain, we’re talking to you!). That’s why we were so surprised and skeptical to hear about the latest Korean beauty trend that promises to leave your foundation looking flawless all day long.
The trend in question is called Jamsu and translates to ‘diving’ or ‘submerging’ in Korean, which you guessed it, involves immersing your face into cold water.
The actual process is pretty simple and involves applying your makeup base as per usual, i.e. primer, foundation and concealer, before evenly coating your face with a generous amount of translucent powder (so at the moment it doesn't sound too different to baking). Then, the face is submerged into very cold water and kept underwater for no longer than 30 seconds.
Once you come back up, the skin is said to have an instantly matte finish, which will last all day long. The reviews from beauty bloggers around the world vary, with some saying the technique left them looking cakey while others, such as Beauty Vixxen, claimed it left their foundation looking the best it ever has.
Regardless, we’re intrigued and are interested to try the technique out for ourselves. If you’re looking for a step-by-step guide on how to perfect Jamsu, watch the video below:
Kate started working for BEAUTYcrew in early 2016, first as a contributor, and was then named Beauty Writer in 2017. She loves picking the brains of the industry's top experts to get to the bottom of beauty's toughest questions. Bronze eyeshadow palettes are her weakness and she's forever on the hunt for the perfect nude nail polish to suit her fair skin. Her words can also be found in Men's Health magazine, and she now works in PR.