One of the most talked-about cosmetics lines in South Korea, Jung Saem Mool has brought her namesake brand Stateside to Bergdorf Goodman.
Originally launching as part of the K-beauty shop that Peach & Lily founder Alicia Yoon created for the retailer late last year, Mool’s brand will be available at Bergdorf Goodman’s flagship location and its web site through the spring. The brand is also available on Peach & Lily’s web site.
“After three years, I decided that there was more demand for my own cosmetics brand,” Mool said. “I wanted to focus on my own principles, so I studied textures and colors and I wanted to make a cosmetics brand that represents [South] Korean makeup.”
A fine artist by trade, Mool created her line with a foundation of artistry by incorporating the tools and skills typically used by painters. Mool paid close attention to color theory and different textures when launching her brand, leading to products like concealer and color-correcting palettes with varying shades and a duo foundation and concealer compact.
“I think it’s a good representation of her color theory at play,” said Yoon on Mool’s more artist-based products. “People say that when she does their makeup, your skin looks its best, but it still looks like their own skin.”
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Some hero products from the brand are its Essential Star-Cealer Foundation, which includes both a foundation and concealer in one compact to give the user the precise shade for buildable coverage, and its High Color Lipstick in white, which is meant to be blended with other colors to create new shades. Both products were inspired by Mool’s artistry background of blending shades and textures to create new pigments.
“My mother majored in fine art, so since I was young I was into drawing and painting,” Mool said on her artistry background. “I always wanted to be a fine artist until I became a teenager and found fun in creating beauty.”
The brand also includes a five stockkeeping unit skin-care collection, including the signature Essential Mool Cream, which is a lightweight, hydrating cream that works as a hybrid primer, serum and moisturizer.
For this year, Mool has plans to add more products to the 40 stock-keeping units already found at Bergdorf Goodman later this month, including a Tinted Paste, which is a multi-use color compact that serves as an eye, lip and cheek product, and additional colors to her lipstick collection, like a deep purple and bright green.
“She is truly a unique makeup artist and her line is such an extension of her,” Yoon continued. “It’s her personified. The way she does makeup is so different and she can be a real voice in the U.S. market.”