SIMPLE AND FUN
For fans of Chosungah, make-up is about finding your strengths and enhancing your own unique beauty
Chosungah’s edgy cat-eye glasses with crystal pyramids complement her V-shaped face, where dewy skin, straight brows and peachy lips typically constitute a youthful K-beauty look. The veteran make-up artist lives up to the stayyoung philosophy, embodied in the Ver 22 product line under her Chosungah Beauty 1989 cosmetics brand, which recently opened its flagship store at Paragon department store.
“Ver 22 Chosungah products are for women at any age. It will make you feel like you’re only 22,” said the CEO and creative director at the launch event held at the department store’s Beauty Hall.
The K-beauty boom has many South Korean brands expanding their presence to Thailand but her eponymous label is the only one by an internationally-recognised make-up artist.
For instance, Chosungah’s collaboration with MAC Cosmetics resulted in a limited edition Chocho lipstick in 2002.
“Chosungah Beauty has been around for almost 30 years, in helping women do their make-up, which should be simple and fun,” she said. “I’m a professional make-up artist, whose tricks of the trade have been incorporated into creating the easy-touse products.”
One of her product lines included “How-To” developed with simple step-by-step make-up application.
The creative director later introduced Ver 22 Chosungah in 2012, followed by 16 Brand and Wonder
Bath by Vibes in 2016, with the flagship store carrying these three product lines.
On stage at the launch event, she dropped Ver 22 Chosungah bestseller, Bounce Up Pact Ultra, in a jar of water, to demonstrate how it remains intact when totally wet.
Like a modelling clay with a bouncy texture, the formula has been claimed to last 28 hours while containing a host of hydrating ingredients.
“The Bounce Up Pact Ultra works well in Thailand’s hot and humid climate, where make-up products need to be sweat-proof and provide staying power,” Chosungah said.
The foundation powder was then used in the first step of the 10-minute make-up demonstration.
The second step featured the waterproof Dong Gong Minn Brow Maker with an integrated mohican brush and tip to volumise brows, fill in sparse areas and draw tails.
The eye make-up continued in the third step, with a three-second application of Eye Magazine to create a gradient of colours, followed by a coat of Dong Gong Minn Rocking Volume Mascara on lashes, before rounding off with a sweep of the Valkwang Pen on lips. “You can’t ask someone else to do your make-up and it only takes 10 minutes to quickly revitalise your beauty,” she said. The Eye Magazine with a petite blender brush and Valkwang Pen with a flower bud-shaped cushion tip were designed with quirky packaging, for the 16 Brand product line targeted at teenagers. Other playful items include three-layered 16 Colorrulez lip tint/gloss and 16 Fingerpen with a click dispenser and cushion applicator for eyes, cheeks or lips.
As social media and beauty bloggers influence teens to wear more make-up, Chosungah encourages them to have fun and look their best on Instagram but to keep in mind that “beauty starts within”.
“We need to instil this mentality among young women that true beauty comes from within,” she said. “Applying make-up is a fun process of finding one’s strength and enhancing one’s unique beauty, instead of hiding one’s weakness or covering up flaws.”