Every brand has a calling card. That one product that they’re known for. Etude House has it’s comprehensive library of lip tints, Peripera’s is the Airy Ink line, say Innisfree and you think of volcanic pore clay masks and Jeju, and Clio’s is the KillCover foundation. For Banila co., the calling card is Clean It Zero cleansing balms, in all their pastel, reformulated glory.

I’ve managed to go a really long time without purchasing one of these almost cult-Kbeauty products. They’ve been a staple in Banila co.’s product line up since its debut in 2008, but a little sample of the ‘original’ cleansing balm – I received it when I purchased a primer near the end of last year – swayed me into getting a full size version. It’s a hero product for a reason. Allure reports that a tub is sold every three seconds.

Also, the original formula (along with the original look and branding of banila co., ) has been reworked. Gone are the microbeads, so I thought it was high time to see what all the fuss is about.