Social media virality
Many reviewers explicitly say they bought it because it was trending on Twitter/X, TikTok, or SNS, often citing comparisons to luxury brand primers like Dior or Credo.
Wide shade range
Reviewers frequently mention buying it because of the unusually large number of shade options, which is rare among sunscreens and helps match diverse skin tones including deeper complexions.
Brand trust from other Beauty of Joseon products
Several buyers say they already loved the brand's classic Relief Sun Cream or other sunscreens and purchased this tinted version based on that positive prior experience.
Repurchase/loyalty
Multiple reviews are explicitly 2nd or 3rd purchases, citing it as a 'holy grail' or cost-effective daily base they keep returning to.
Gifting
Several reviewers purchased extra bottles for family members (sister, mother, daughter, boyfriend) after trying it themselves.