Brand reputation and product innovation
Consumers were drawn to Beauty of Joseon's heritage and the reformulated version with new shade range (specifically shade 23), with many citing curiosity about Korean beauty innovation and the brand's existing fanbase.
Multi-functional convenience
Buyers sought a single product combining sunscreen, tint, and tone-up effects to streamline their daily routine, particularly those wanting to skip full makeup application.
Gift and recommendation appeal
Multiple reviews mention purchasing as gifts for friends and family, or recommending it to others, indicating strong word-of-mouth and gifting appeal driven by positive experiences.
Included puff applicator
The bundled makeup puff cushion applicator was frequently cited as a value-add, with users appreciating having a dedicated tool for smooth, even application without needing hands.
Repurchase and loyalty
Several reviews explicitly state repeat purchases or intent to rebuy, demonstrating strong product satisfaction and customer retention among compatible skin types.