‘Jamsu' first stepped into the limelight in 2016 in the beauty world's endless quest to find a foolproof shortcut to flawless makeup, and the hype surrounding the technique suggests it will be even bigger over the next few months, with an Instagram ‘#jamsu' search turning up over 500 publications. The concept is reported to have actually originated in Japan, but was quickly adopted by K-beauty fans.
The process involves moisturizing the skin and applying base products such as concealer and foundation, before covering the face with a layer of talcum powder or translucent powder. The next step is not for the faint hearted -- it requires submerging the head in cold water for up to 30 seconds, before patting the face down gently with a towel, to reveal a smooth-looking finish.
The vloggers warn against using too much powder in order to avoid a chalky finish.
Jamsu is not the first method to rely on loose powder for a flawless matte makeup finish -- in 2015 ‘baking', which involves wetting the skin after foundation and concealer have been applied by using a damp sponge to dust powder over dark shadows or areas of the face that you want to highlight, enjoyed a revival. As well as highlighting, the technique was used by many as a way of ‘setting' their makeup for the day.
This story first appeared on AFP Relax News 18th Jan 2017.