Korean Cleansing Market: Why 800 Reviews Show Oil-to-Milk Product Switching Trend

The Shift in Korean Cleansing Market🔗

While analyzing reviews in Olive Young's Cleansing Water/Milk category, we discovered a notable pattern: consumers switching from cleansing oils or balms to milk formulations.

Among 800 reviews, we identified clear cases of consumers switching from oil/balm to milk cleansers and analyzed their conversion reasons and product selection patterns. From emotional reactions like "found my salvation" and "whole new world" to specific skin improvement stories - here's what actual user data reveals about the cleansing conversion trend.

Switching Pattern Data Overview🔗

Distribution by Switching Type🔗

Analysis of switchers revealed 4 distinct patterns.

Analyzing 4 Switching Stories from Real Reviews🔗

1. Skin Barrier Damage: "Found My Salvation"🔗

Switching Context: Skin barrier damage from excessive cleansing

Switcher's review:

When I use cleansing oil, my skin feels aged and greasy, I have thin skin. I found my salvation with cleansing milk. Instead of double or triple harsh cleansing, just using cleansing milk my skin barrier feels alive. Make P**** and Dewytree worked best for me, Witch** really didn't suit me. I buy whichever is cheaper at the time, and bought this set with an Olive Day coupon because I like this combo. Any plans for large 1000ml sizes? It's annoying to buy frequently lol Anyway, very satisfied, this is my holy grail~~

Dewytree High Amino All Cleansing Milk user, 5 stars

Before → After Changes:

Key Keywords: Salvation, skin barrier alive, holy grail, stopped double/triple cleansing

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2. Sensitive Skin: "Feeling a Whole New World"🔗

Switching Context: Irritation and residue from cleansing oils

Switching Case 1 (Dewytree):

I get heart palpitations every time I see Dewytree.. No problem removing mascara with just milk, everything wipes clean.. As someone who only used oils, feeling a whole new world. No residue and my skin feels better somehow?? It's low-irritation, and the emulsifying feeling is so good. Thank you for saving my skin, truly grateful

Dewytree High Amino All Cleansing Milk user, combination skin, 5 stars

Switching Case 2 (Make P:rem):

I've been using cleansing oil for my combination skin, but my skin became sensitive. They say cleansing milk is good for sensitive skin, so I bought this Make P:rem product, the most recommended one. The set comes with a refill so I can use it generously.

Make P:rem Cleansing Milk user, 5 stars

Before → After Changes:

Key Keywords: Whole new world, saved, low-irritation, no residue, sensitivity resolved

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3. Breakout Aggravation: "Should've Switched Back Sooner"🔗

Switching Context: Breakouts after cleansing oil use

I'm closer to combination-oily skin type, and after using cleansing oil, tried milk again after a while.. Should've switched back sooner.. So gentle and non-irritating, and makeup still comes off well. Good for those with sensitive skin, and recommend for those who get breakouts from cleansing oil

Make P:rem Cleansing Milk user, sensitive skin, 5 stars

Before → After Changes:

Key Keywords: Should've switched sooner, breakout care, gentle, non-irritating

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4. Information Seekers: "Oil→Balm→Milk"🔗

Switching Context: Active information gathering and progressive product switching

Switching Case 1:

I used cleansing oil but heard oil is bad, so switched to cleansing balm, but heard balm is also bad ㅜ so tried cleansing milk ㅜㅜ It's very gentle but I'm not sure if it cleanses well so I'm doing second cleanse. Nothing's breaking out so seems gentle. The amount seems to run out quickly, so I would've considered repurchase if there wasn't a refill, but good that there's a refill

Dewytree High Amino All Cleansing Milk user, 4 stars

Switching Case 2:

Only used oil, but bought this because they say milk is better. Gentle and cleanses well

Dewytree High Amino All Cleansing Milk user, dry skin, 5 stars

Switching Case 3:

I used cleansing oil but my skin seemed to worsen over time, so tried switching to cleansing milk

Dewytree High Amino All Cleansing Milk user, 5 stars

Key Characteristics:

• Information gathering: "heard it's bad", "they say it's better"
• Progressive switching: oil → balm → milk
• Personal verification: "seems gentle", "cleanses well"
• Refill importance: prefer large/refill sets

Key Keywords: Information seeking, progressive switching, gentleness verified, refill configuration

Product Selection Pattern Analysis🔗

Switchers chose between two products - Dewytree and Make P:rem - with clear differences in selection reasons.

Why Dewytree is Chosen🔗

1. Skin Barrier Recovery Message: "Found salvation", "Skin barrier feels alive"
2. High Satisfaction: Strong emotional expressions like "whole new world", "saved"
3. Value: Preference for large refill configuration
4. Information Seeker Appeal: Purchase decision based on "they say it's better"

Why Make P:rem is Chosen🔗

1. Breakout Care Specialization: "Recommend for those who get breakouts from cleansing oil"
2. Sensitive Skin Targeting: "Good for sensitive skin users"
3. Rediscovery Story: "Should've switched back sooner" - deciding to return to milk
4. Recommendation-Based Selection: "The most recommended Make P:rem product"

Market Insights from the Data🔗

1. Milk Formulation is the Switching Center🔗

Why Milk?

• Water: Mainly new customers (first purchase rather than switching)
• Milk: Switching target (perceived as oil/balm alternative)
• Milk's differentiation: Balance of "gentleness + sufficient cleansing power"

2. Clear Switching Reasons🔗

3. Product Positioning Differences🔗

Dewytree:

• Positioning: Skin barrier recovery, daily cleansing
• Target: Information seekers, sensitive skin
• Strengths: Value for money, large size

Make P:rem:

• Positioning: Breakout care, sensitive skin specialization
• Target: Breakout-prone skin, oil side effect experiences
• Strengths: Gentleness, rediscovery story, recommendation-based

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Analysis of 800 reviews reveals the cleansing switching trend goes beyond simple product choice to demonstrate changes in skincare routines. Behind dramatic reactions like "salvation" and "whole new world" lies consumers' clear need for skin barrier protection and gentleness. Cleansing milk proves its market value as a switching target fulfilling these needs.