Ingredient reputation and viral social media buzz
Multiple consumers cited the rice ingredient as a key purchase driver, with some specifically mentioning discovery through social media trends. The natural, fermented rice formula is positioned as a skin-calming and nourishing component that attracted buyers seeking ingredient-focused products.
Repurchase and loyalty
Several reviewers explicitly mentioned buying multiple bottles or planning repeat purchases, indicating strong product satisfaction. Some noted they had used related I'm From products (white rice toner, other variants) and were returning for the black rice version.
Competitive positioning and price value
Consumers highlighted purchasing at sale prices and comparing favorably to other Korean brands like Anua, Beauty of Joseon, and Haru Haru. The large 150ml bottle size combined with reasonable pricing made it attractive for value-conscious buyers.
Trusted retailer and accessibility
All reviews are from Olive Young, a major Korean cosmetics platform, suggesting consumers trust the retailer and appreciate easy online access to authentic Korean beauty products.