Why This Korean Cleanser Is Selling Out Everywhere

When my friend gifted me the SU:M37 cleansing stick for my birthday, my reaction was, admittedly, very meh: "Joy, another beauty product! As if I don't have enough already." My cabinet is overflowing with a slew of serums, oils, and masks alike (yes, yes #firstworldbeautyproblems), so I felt like it was the last thing I needed. Plus, while I'm more than willing to try almost anything once, cleansers tend to be the one category that I'm pretty particular about. I know what my skin likes and I try to stick with it — if it ain't broke, don't fix it, right?

It wasn't until I started researching the product online that I realized how big of a deal it actually is. Beauty bloggers The Beauty Wolf, and The Wanderlust Project gave it rave reviews and, while perusing various e-tailers, I found that it was sold out almost everywhere — including popular Korean e-tailer Soko Glam. The site's founder Charlotte Cho even mentioned that she already has hundreds of shoppers in line waiting for it to be restocked. So, I quickly learned that this product is kind of a big deal and maybe — just maybe — worth trying out.

And, let me tell you, it was love at first swipe. The holy-grail product is a creation of Korean luxury brand SU:M37, which specializes in naturally fermented skin care. Its products are free of fragrances, artificial colors, and synthetic preservatives. The cleansing stick itself is made up of 90% natural ingredients, including everyone's favorite coconut oil, camellia oil, glycerol, and actual, real-life rose petals. 

Personally, I use it as the second step in my double cleansing routine, to rid my oily skin of any excess dirt or buildup. It leaves skin feeling extra clean — not too tight or dry, but really refreshed. Apply the product to damp skin — one swipe will do as it lathers pretty quickly and substantially — and prepare for the most luxurious cleanse you've received outside of a spa. Those fancy petals we mentioned earlier are not only pretty to look at, they provide a gentle exfoliating component and give the stick a subtle, pleasant fragrance. (Fun fact: apparently the brand had to stop production for a while because there was a shortage of rose petals to infuse into the stick, which is a pretty baller problem to have, if you ask me). And, it's long-lasting. The stick is quite long and wide, so it's bound to be a staple in your rotation for a long time to come.

But, the question remains: Why is there such hype surrounding this one product when there are so many other effective and interesting Korean cleansers out there? Cho thinks the cleanser's 6-pH level, which makes it great for all skin types, has something to do with it. But, let's be real: Its popularity is mostly due to the presentation. "It's perfect for massaging onto your face and perfect for travel," she says. "There aren't many cleansers that really wow us like this one...Have you ever seen a stick cleanser? I'm sure the big beauty companies are like, 'Why didn't we think of that?'" 

As other brands get hip to the idea, I'm sure we'll see a batch of them pop up on the market soon (if they know what's good for them). In the meantime, I'll be cleansing my face with this magic stick until the rest of the country catches up.

SU:M37 Miracle Rose Cleansing Stick, $36.50, available at W2Beauty


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