— · Cleanser
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4.4
12 reviews
Rating breakdown
Most-mentioned keywords
Why consumers buy
Ingredient Reputation & Gentle Formulation
Buyers specifically seek out rice-based products for their anti-inflammatory and skin-soothing properties, positioning this as a gentler alternative to harsher exfoliators. Multiple reviews cite previous positive brand experience or deliberate choice of rice-based skincare.
Daily Exfoliating Need
Consumers purchase this product as a replacement for more aggressive exfoliators or to establish a regular exfoliation routine without compromising skin health. Reviews indicate intentional adoption for daily or frequent use.
Trial & Repurchase
The small 40g size attracts first-time buyers wanting to test the product, with positive experiences leading to explicit repurchase intent. One reviewer confirmed repeated purchase ('повторю').
Brand Loyalty
Some customers return to SUM37 after previous positive experiences with other brand products, indicating established brand trust within the Korean cosmetics market.
How they use it
Daily Cleansing Routine Step
Reviews confirm use as a regular daily cleanser and exfoliator, integrated into standard skincare routines rather than as an occasional treatment. Multiple mentions of 'daily exfoliator' emphasize routine incorporation.
Gentle, Water-Activated Cleansing
Users apply the product dry or semi-dry, then add water to activate the formula into exfoliating scrub followed by cleansing bubbles. This two-phase action (scrub then foam) appears consistent across positive reviews.
Sentiment breakdown
Share of analyzed reviews by overall sentiment.
Suitable for Sensitive Skin Regimens
Reviewers with sensitivity concerns deliberately choose this product for regular use, suggesting it fits into maintenance routines for those avoiding harsh treatments.
