These are a few things I personally do when buying something to review, which is about 99% of my beauty purchases, so I doubt they’ll apply to most, ha! First, I look at how much buzz/hype/interest there is in a certain brand and/or particular product; some brands generate interest in any new launches, while other brands are less general but have certain products that generate interest. I try to hit a lot of the products people are most interested in, but I like to have a variety of brands/products as well, I just prioritize the former. Then, I try to figure out if something is limited edition or permanent, as I tend to prioritize limited edition products first in my budget. I try to read reviews on a lot of products I purchase in general, but for beauty, I try not to read a lot of in-depth reviews until after I’ve tested it myself (plus, they often don’t exist since I buy a lot of just-released products).
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