Packaging and collaboration appeal
The mangomee collaboration design and cute scrunchie/brush accessories drive substantial purchases independent of product efficacy, with many buyers explicitly stating they bought for aesthetic reasons and were pleasantly surprised by performance.
Brand reputation for sebum control
ILSO's established reputation for effective sebum and blackhead products motivates repurchase and trial of the cleansing oil line, with customers extending trust from previous product experiences.
Influencer and celebrity endorsement
One review mentions celebrity Key as ILSO's spokesperson with noted flawless skin, while multiple TikTok references suggest social media influence drives trial purchases, though results vary widely.
Functional necessity (double cleansing, waterproof makeup)
Customers purchasing for practical reasons cite inability to remove waterproof mascara and sunscreen with foaming cleansers alone, seeking an effective oil-based first step in double cleanse routines.
Repurchase and stockpiling
Loyal customers report buying multiple bottles to stockpile, with one noting purchase before anticipated tariffs, indicating strong brand loyalty and perceived value despite pricing concerns.