And it comes to us from – where else? – Korea.
I’m sure you’ll all agree with me when I say that setting your makeup is about as important as wearing it in the first place – what’s the point of spending all that time and energy if it’s just going to slide off in a few hours? Makeup brands know this only too well, which is why we’re spoilt for choice when it comes to setting powders and sprays – but folks are going a step further in Korea thanks to a new trend for setting your makeup to last the entire day, and it’s called jamsu.
First introduced by a Japanese beauty blogger, it took off in Korea in a big way last year and is now all the rage. So what does it involve? Pretty much just this – dusting your face in a sizeable coat of baby powder and then dunking it in ice cold water for about 20 seconds.
Here’s a look at how makeup artist Leyla Rose does it.
The results, going by other bloggers who’ve tried it, are pretty mixed but the general consensus seems to be that while it does make makeup last longer, it’s also incredibly drying, with several testers reporting patches of dry, uncomfortable skin around their nose and cheeks through the day.
I’m probably sticking to my good old Laura Mercier Translucent Loose Setting Powder, to be honest.