Brand trust from other ILLIYOON products
Several reviewers say they buy this because they already use and love ILLIYOON's ceramide lotion or moisturizer and trust the brand's 'few harmful ingredients' reputation for sensitive skin.
Repurchase loyalty
A large number of reviews explicitly mention this being their 2nd, 3rd, 5th, or even 10th repurchase, indicating strong retention once tried.
Sales and discounts
Many buyers mention purchasing during Olive Young coupon events or sales, suggesting price promotions are a key purchase trigger.
Word-of-mouth and gifting
Some reviewers bought it on a friend's or family member's recommendation, or purchased it as a gift (e.g., for a father) which then led other family members to buy their own bottle.
Large size / value for money
The 500mL bottle is frequently cited as a good deal, with reviewers noting a little product goes a long way due to rich lather.