Last updated: March 2026
What Is Jamsu Technique?
Jamsu is a Korean makeup setting technique where you submerge your face in a bowl of cold water after applying and setting your makeup — locking everything in place for extreme longevity.
The word 'jamsu' (잠수) means 'diving' in Korean, which perfectly describes the technique: after applying your full base makeup (foundation, concealer, powder), you fill a bowl or sink with cold water and submerge your face for 15–30 seconds. The cold water causes the products to contract and grip the skin, creating a matte, poreless, waterproof finish that lasts significantly longer than traditional setting methods. The technique went viral globally around 2017 and remains popular for special occasions, hot weather, and events where makeup needs to survive hours of heat, sweat, or tears. It's particularly effective for oily skin types. Some variations use baby powder or loose powder before submersion for even more hold.
Tips
- Use cold (not ice-cold) water. Extremely cold water can shock sensitive skin and cause redness.
- Pat your face dry gently — don't rub. The point is that the makeup is already locked; rubbing would disturb it.
- This technique works best with powder foundations and heavily set bases. Dewy or cream-only looks may not hold as well.
See it in action
Tutorials that use or demonstrate this technique: