— · Makeup
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4.6
15 reviews
Rating breakdown
Most-mentioned keywords
Why consumers buy
Brand Loyalty & Repurchase
Multiple consumers report being long-time SUM37 users (7+ years) who returned to the brand after trying alternatives, indicating strong brand equity and habit-driven repeat purchases.
Value of Special Set with Refill
The inclusion of an extra refill is cited as a significant purchase driver, with consumers noting the bundle represents good value for money compared to purchasing separately.
Dewy, Glowing Finish Reputation
Consumers specifically seek out this cushion for its well-known ability to deliver a natural glow and moist, luminous finish rather than matte coverage.
Lightweight Formula Appeal
Buyers appreciate that it remains light even with multiple applications, differentiating it from heavier full-coverage foundations.
How they use it
Daily Morning Routine Product
Consumers integrate it into morning makeup routines with the expectation of all-day hold and longevity, applying it as their base product before other makeup.
Layering & Multi-Application
Users layer multiple applications without experiencing a heavy or thick appearance, suggesting it is built into the foundation routine rather than used sparingly.
Sentiment breakdown
Share of analyzed reviews by overall sentiment.
Moisture-Dependent Performance
Product performance is seasonally sensitive; it works well in cooler months but risks breaking down (described as 'droopy') in summer heat due to its moist texture.
