Cold showers and Jamsu: the real value of TikTok’s icy beauty rituals

In 2026, the skincare trend takes an unexpected turn. Social networks are now inviting us to swap heat for cold to sublimate our skin. Ice water, a beauty product like no other, promises wonders for skincare enthusiasts.

The cold as a new beauty ritual

Taking care of yourself isn’t always fun. TikTok urges us to forgo the hot shower in favor of cold water. The promise? Fight acne and get perfect skin.

Cleansing your face at ultra-low temperatures sounds radical, yet beautistas persist. The social network extols the merits of this practice with fervor. This icy ritual thus becomes a beauty product in its own right.

Cryotherapy enthusiasts have long been aware of the benefits of cold. Now, thanks to social networking, this age-old technique is back in the spotlight.

The effects of cold on the skin

Cold has strong arguments to win over skeptics. It constricts blood vessels, reducing inflammation. As a result, redness and swelling are visibly reduced.

“Frozen water is said to be the key to perfect skin.”

The vasoconstriction effect sends blood flow to deeper skin tissues. This improves the skin’s overall appearance. This is why cold is still used to deflate the face.

In May 2022, Bella Hadid was filmed dipping her face in icy water. Make-up artist Isamaya Ffrench captured this now-viral moment. This simple gesture was then transformed into a trendy beauty product.

The limits of this icy technique

For an instant boost, the method has proved its worth. However, when it comes to fighting acne over the long term, results are mixed. Cold weather isn’t always a friend to our skin.

Those who double their dose of cream in winter are well aware of this. Over-aggressive freezing water can weaken the skin barrier. It can also cause additional redness.

• Cold reduces inflammation and swelling
• Ice-cold water can weaken the skin barrier
• The Jamsu technique sets make-up permanently
• A moderate temperature is still ideal for everyday use
• Bella Hadid popularizes these icy rituals

This method may be less effective at unclogging pores. The ideal beauty product would therefore be lukewarm water. So, for everyday use, it’s best to split the difference.

Striking the right balance

Don’t opt for a hot or cold shower. A moderate temperature cleanses without aggressing. This compromise protects the fragile skin barrier.

In winter, our skin needs softness and protection. A moisturizing beauty product is the perfect accompaniment to this temperate ritual. In this way, unwanted redness is avoided.

The Jamsu technique from Korea

TikTok isn’t backing away from its ice cube tray, however. On the platform, you can now immerse your make-up face in cold water. This Korean technique is called Jamsu, which means immersion.

The concept may seem crazy, but it’s winning over many enthusiasts. Once the complexion has been created and powdered, the face is immersed in a basin. Some even replace loose powder with talcum powder for maximum effect.

The result? Perfectly matte, long-lasting skin. This technique transforms cold water into a fixing beauty product. Even Huda Beauty tested this ritual after a recommendation from Bella Hadid.

The supertop apparently doesn’t go a day without submerging her face. As long as Bella persists, this trend is not about to disappear. So there’s still plenty of time for the icy beauty product.

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