Brand loyalty and repeat purchase
Many reviewers explicitly state this is their 2nd, 3rd, or more purchase from lilybyred, citing consistent formula quality and trusted color range.
Influencer and social media recommendation
Several Korean and Japanese reviewers mention buying because a YouTuber or idol (e.g., '우정님', 'Yena') recommended or co-developed the shade.
Unique/rare shade range
Buyers cite purple, lavender, and fig-toned shades as hard to find elsewhere, driving purchase for novelty colors not offered by competing brands.
Free gift/mini gloss inclusion
Multiple reviews mention buying or feeling extra satisfied due to the bundled mini gloss or gift set packaging.
Positive first impression from marketing swatches/photos
Reviewers frequently reference official product photos or Olive Young listings matching (or exceeding) expectations, prompting purchase.