Influencer recommendation
Multiple reviews cite Korean YouTubers (e.g., Helim/ヘリム) and social media as drivers for purchase. Consumers specifically mention watching tutorials and being motivated to buy after seeing influencer demonstrations.
Repurchase and brand loyalty
Several customers indicate they already own the smaller version and are buying the large size, or plan to repurchase upon depletion. Brand trust in THE TOOL LAB ecosystem (brushes and sponges) is evident.
Versatility across products
Buyers purchase it expecting multi-purpose use for both concealer and foundation application, seeking a single brush that performs across multiple base makeup steps.
Gift and recommendation from others
Some reviews mention receiving the brush as a gift from family members who were satisfied with their own use, indicating strong word-of-mouth appeal.
Promotional pricing during sales
One international reviewer notes buying during seasonal promotions (3/6/9/12 months) at prices cheaper than in Korea, suggesting price-conscious purchasing during sale windows.