Repurchase loyalty
Many reviewers explicitly state this is their 2nd–10th+ repurchase and call it their 'holy grail' or 'go-to' cushion, indicating strong brand loyalty and low customer churn.
Limited-edition collab packaging
A large share of recent reviews (Miffy edition) admit buying primarily for the cute puff, stickers, and compact design rather than performance, suggesting collectible/gifting appeal.
Reputation for gentle, hydrating formula
Reviewers with dry or sensitive skin purchased based on prior experience or word-of-mouth that it hydrates well without irritating, positioning it as a skincare-hybrid product.
Affordable price/value
Several reviews mention it being 'affordable,' offering 'best value,' or including bonus puffs/refills, making it attractive for price-conscious buyers.
Desire for natural, no-makeup look
Buyers seeking a sheer, skin-like finish for everyday or minimal makeup routines chose this over full-coverage cushions like Clio or JSM.