TikTok/social media virality
Many buyers, especially in the US and Latin America, explicitly say they discovered and purchased the product after seeing it on TikTok or Instagram, driving trial purchases.
Hygiene concern for cushion foundation puffs
The core purchase driver is worry about bacteria buildup on cushion puffs, especially among frequent cushion foundation users who don't wash puffs often.
Repeat/habitual purchase
A large number of reviewers state this is a repurchase or a product they buy every time they get a new cushion, indicating strong repeat-purchase behavior.
Sale/discount timing
Several Korean and Japanese reviewers specifically mention buying in bulk or restocking during Olive Young sales, suggesting price sensitivity but reliable conversion during promotions.
Word-of-mouth/friend recommendation
A subset of reviewers, particularly in Japan, Taiwan, and Hong Kong, mention buying because a friend recommended it or they'd heard positive reviews before trying it themselves.