— · Serum
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4.7
82 reviews
Rating breakdown
Most-mentioned keywords
Why consumers buy
Brand loyalty and line extensions
Multiple reviewers purchased this serum after successful use of other ISOI products (particularly the pink line), indicating strong brand trust that encourages cross-product purchasing within the range.
Ingredient reputation (Bulgarian rose, EWG-free)
Buyers specifically cited confidence in ISOI's formulation approach and clean ingredient profile as reasons to purchase, with some mentioning the Bulgarian rose heritage as a draw.
Sale/promotional pricing
Numerous reviews mention purchasing during sales or with coupons at significantly reduced prices, suggesting price sensitivity at full retail despite positive product opinions.
Repurchase and multi-bottle orders
At least 5 reviewers explicitly mentioned multiple or repeat purchases ("3rd bottle," "second bottle," "multiple orders"), indicating strong product satisfaction driving loyalty.
Anti-aging routine need
Several buyers specifically sought a lifting serum for an aging-focused skincare regimen, positioning this as a category need rather than impulse purchase.
How they use it
Evening skincare routine primary application
Multiple reviews indicate application in the evening routine, with some noting it as a step before moisturizer or as part of night-time anti-aging care.
Sentiment breakdown
Share of analyzed reviews by overall sentiment.
Post-cleanse step in AM/PM routines
Reviewers describe applying the serum immediately after washing or cleansing, typically before other products like creams, indicating a lightweight early-step positioning.
Layering with same-line cream products
Several users mention pairing this serum with ISOI cream from the same Bulgarian Rose line, suggesting intentional product stacking within the range.
Daily consistent use for visible results
Reviewers note applying it regularly (daily, sometimes twice daily) and expect results from sustained use rather than occasional application.
Quick absorption enabling makeup compatibility
Users highlight applying it in the morning and immediately layering makeup without tackiness, positioning it as makeup-compatible for AM routines.
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