When searching for products I always look for the SCIENCE behind them that prove their effectiveness. The main ingredients what they are and that there are very few and then the company from which they are made, the reputation they have and are they cruelty free? Last but not least is it economically worth it or is just a lot of pretty packaging.
But.......most of all will it really make a difference to your skin and will you want to buy it again because your skin is nourished, balanced, has a smooth texture and looks healthy!
Most of the products researched are really different and superior to others of a similar type, with proven results!