— · Serum
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4.7
341 reviews
Rating breakdown
Most-mentioned keywords
Why consumers buy
Brand hype and trust in Beauty of Joseon
Many buyers say they purchased because of the brand's overall reputation and 'hype,' often noting they exclusively use BOJ products or bought this after loving other items in the line.
Gentle formula for sensitive/vitamin-C-intolerant skin
A large share of purchases were driven by word-of-mouth or reviews claiming this is a rare vitamin C serum that doesn't sting or irritate, appealing to buyers who previously reacted badly to other vitamin C products.
Recommendations from influencers, friends, and online reviews
Several reviewers mention receiving 'many recommendations' or hearing about the serum through social media/influencer buzz before trying it.
Repurchase / loyalty
A notable portion of reviews are repeat purchases (2nd, 3rd, 5th bottle), with some buyers stating they buy it in bulk annually or consider it a holy-grail staple.
Gifting
Several reviewers bought the serum as a gift for a mother, daughter, or friend, often citing the gentle formula as suitable for a vitamin-C first-timer.
How they use it
Daily AM routine step
Most reviewers apply it every morning after toner and before moisturizer/sunscreen, valuing it as antioxidant protection alongside SPF.
Skin concerns raised — and how the product addressed them
✓The vast majority report the centella-buffered formula does not sting or irritate even on skin that typically reacts to vitamin C, though a small minority still experienced breakouts or allergic reactions.
✓Many reviewers report visible fading of dark spots and acne marks with consistent daily use over several weeks to months.
✓Reviewers frequently note a brighter, more even, glowing complexion after regular application.
Points to note
Sentiment breakdown
Share of analyzed reviews by overall sentiment.
Some use AM and PM
A subset incorporates the serum into both morning and evening routines for daily brightening and hydration.
Layering with other actives
Reviewers commonly layer it with niacinamide, arbutin serums, retinol (at night), or heavier moisturizers/creams, generally reporting good compatibility without pilling.
Single pump/small amount used
Multiple reviews note that a little product goes a long way, with one pump sufficient for the whole face.
Used as a light moisturizer or eye cream substitute
Some reviewers use it under strong treatments as a lightweight moisturizer alternative or specifically on the under-eye/eye contour area.
✓Several users with acne-prone or oily skin say it doesn't cause breakouts and helps calm redness from acne, though a few felt it was too rich and slightly worsened oiliness.
✓Some long-term users specifically credit the centella content with reducing facial redness over weeks of use.
Concerns and outcomes summarized from reviews; percentages are approximate.
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