Sample-to-full-size conversion
Many reviewers first tried a mini soap bundled free with a puff/cushion purchase, found it cleaned tools well, and then bought the full-size bar.
Word-of-mouth and social proof
Buyers frequently cite seeing the product recommended on YouTube, by friends/coworkers, or noticing it was often out of stock/highly rated online before purchasing.
Cost-performance versus liquid cleansers
Several reviewers switched from liquid brush cleansers or drugstore options because the solid soap lasts much longer and 'never seems to run out,' improving perceived cost efficiency.
Dedicated tool-cleaning safety
Some buyers wanted a product made specifically for makeup tools rather than repurposing cleansing oil or dish soap, valuing the peace of mind of a purpose-built formula.
Repeat purchase after satisfaction
A notable number of reviews are explicitly repurchases (2nd or 3rd buy), citing consistent cleaning results and pleasant scent as reasons to return.