Viral social proof
Many reviewers cite TikTok, SNS, and idol usage as the reason for first purchase, describing the brand as 'hot item' or 'buzzing' before trying it.
Repeat/repurchase loyalty
A large share of reviews mention this being their 2nd, 3rd, 4th, or even 5th bottle, often stocking up during sales.
Seasonal/climate need
Consumers frequently buy it ahead of summer or hot, humid weather to prevent sweat-induced makeup breakdown.
No-gas/aerosol-free format appeal
Several buyers specifically chose it over the gas (aerosol) version, valuing the no-gas spray mechanism as gentler and more travel-friendly.
Word-of-mouth/recommendation
Friends, makeup teachers, and comparisons to other brands (Anua, Shiseido, Charlotte Tilbury, MAC, Urban Decay) prompted purchase, often citing superior longevity.