Brand New: To Buy or Not To Buy?

We’ve all been there: You’re standing in your favorite cosmetics store or shopping online, and there’s a shiny new makeup brand calling to you with its siren song of gorgeous photos and delicious product descriptions. But money doesn’t grow on trees, and nobody wants to gamble with their face. So here are three essential questions to help determine if that alluring new line is worth it.

• What’s in it? Beyond the obvious irritants for people with allergies or sensitive skin, cosmetics can contain some pretty scary stuff. Did you know that in the US, cosmetics companies are not required to do health studies or pre-market testing of the chemicals in personal care products? Really. http://www.ewg.org/skindeep/ has a ton of great information and a huge database of products scored based on availability of data and potential hazard level of ingredients. There’s also a mobile app!

• How does it compare to brands you’re familiar with? Is the coverage or pigment lighter or heavier than what you’re currently using? Is it easier or harder to apply? Does it stay put longer or wipe off easier? Ask both the sales rep and others who have tried the products, and be as specific with your questions as you can. And always try the product yourself when possible - reputable companies will always have samples available.

• Is the company stable and do they provide good customer service? This might take a bit more research, but it’s worth it. The only thing worse than falling in love with a line and then finding it has been discontinued when you need a refill is an unsatisfactory response to a complaint. Google is your best friend here. Research the history and reputation of both the brand and the parent company, if there is one. If it’s so new there’s nothing out there, it’s usually best to wait and see. Also pay attention to marketing tactics. If they make outrageous claims that sound too good to be true, they probably are. Stick with companies that stand behind their products with guarantees or warranties - they should, at the very least, be willing to exchange defective products. As a final note, I don’t ever recommend subscription services - you almost always end up with stuff you don’t need or want.

It’s difficult to resist impulse buys at the makeup counter, but you’ll always save dollars and face by doing your homework first.