How K-Beauty brand Jung Saem Mool aims to win over Southeast Asian shoppers

While beauty enthusiasts have known Jung Saem Mool as an iconic makeup artist who has collaborated with Korean celebrities such as Lee Hyori and Song Hye Kyo, the brand is relatively new to the Southeast Asian market.  Two months after making its debut in Hong Kong in March, the brand recently expanded into Southeast Asia with its first international flagship in Singapore. It is also set to open a second retail store in the country at Ion Orchard later this year, signalling its ambitious pl

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