— · Cleanser
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4.7
19 reviews
Rating breakdown
Most-mentioned keywords
Why consumers buy
Collaborative packaging appeal
The Wallace and Gromit edition's cute design and included pouch make it popular as a gift and a collectible, driving multiple purchases from fans of the collaboration.
Brand reputation and ingredient trust
SUM37's heritage in Korean cosmetics and the rice-based formula's reputation for gentle exfoliation encourage both first-time and repeat purchases.
Price competitiveness
Consumers note reasonable pricing for a daily exfoliating cleanser, with several specifically mentioning willingness to repurchase despite initial price concerns.
Replacement product switching
Users actively switch from competing products (e.g., Papa Enz, other peeling cleansers) after trying this formula, indicating strong perceived superiority.
How they use it
Daily facial cleansing routine
Multiple reviews indicate use as a regular morning or evening cleanser in a skincare routine, not as an occasional treatment.
Double cleansing on heavy makeup days
Users report applying the product twice or combining it with foam cleansing when wearing heavy makeup for thorough removal.
Sebum control focus
Sentiment breakdown
Share of analyzed reviews by overall sentiment.
Several consumers specifically mention using it to reduce sebum on the nose and oily zones, suggesting targeted use on problem areas.
Gentle daily exfoliation
The product is used daily without irritation for most, positioning it as a replacement for harsher weekly peels rather than a treatment product.
