If it does two things well, it’s getting to the great category – like length and volume!

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The cohesion of the color story; that doesn’t mean brow bone/transition shades to me, but it does mean a good balance of depth, undertone, and actual shades that creates a versatile offering that can be used standalone.

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If it wears for closer to 10 hours and has a nice wear down/fade, it usually becomes a go-to for me, if it was already meeting my other criteria.

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A moisturizer that really makes me feel like my skin is plumper and more hydrated within a few hours – anything where I feel like I can actually notice a specific improvement/difference.

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I’ll almost always notice if it’s particularly creamy and opaque when using it, and then if it smudges.

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How much it does or doesn’t clump, how wet it is, and how quickly it dries.

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First, the texture and how pigmented it may be, which then informs how I will apply it! Next would be whether it was easy to apply or not.

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The smell, followed by the texture–how thick, thin, and/or tacky it may be and how well it seems to “sink” into my skin initially.

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I’ll notice how wet/dry it is, which will tend to inform me on how I’m going to use it and what I’ll apply it with.

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I’ll note how tacky/smooth the balm is, and then the scent!

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