— · Cleanser
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4.7
100 reviews
Rating breakdown
Most-mentioned keywords
Why consumers buy
Influencer & Social Media Recommendations
Multiple reviews cite YouTube and TikTok influencers (e.g., Director Pai) as purchase drivers, indicating strong brand presence on social platforms and trusted creator endorsements.
Sensitive Skin & Ingredient Reputation
Consumers specifically seek out this product for its mild, vegan formulation marketed as safe for acne-prone and sensitive skin types, with many praising the 'Relief Moisture' positioning.
Repeat & Loyalty Purchases
A substantial number of reviews explicitly state 'リピ買い' (repeat purchase) or equivalent, suggesting high customer satisfaction and habitual repurchasing behavior.
Value Proposition & Refill Format
The inclusion of a 100ml refill, combined with bundled accessories (silicone pad, konjac sponge, hairband), appeals to eco-conscious and budget-sensitive consumers seeking cost-effective alternatives to full-size bottles.
Transition from Oil Cleansers
Several reviews mention switching from traditional cleansing oils due to breakouts or preference for gentler formulations, positioning the milk cleanser as a solution-oriented alternative.
How they use it
Morning & Light Makeup Days Primary Use
The majority of reviews indicate use as a morning cleanser or on days with minimal makeup (sunscreen/BB cream only), rather than as a primary evening makeup remover.
Points to note
Sentiment breakdown
Share of analyzed reviews by overall sentiment.
Double Cleansing Routine
Consumers mention using this as a first cleanse followed by foaming cleanser or specific eye makeup removers for waterproof products and heavier mascara.
Sensitive Skin & Acne-Prone Days
Users report deploying this product on days when skin is irritated, during breakouts, or as a gentler alternative on sensitive days versus stronger cleansing oils.
Seasonal & Winter Use
Multiple reviews mention preferring this moisturizing milk during winter/dry seasons or when skin is dehydrated, with some noting it feels heavier than oils.
Travel & On-the-Go Use
The 100ml refill size is frequently cited as convenient for travel, with consumers keeping multiple units in stock or carrying small portions during trips.
