I seriously research and compare before purchasing a product, whether it be makeup or skincare. Often, when typing a name into Google along with "reviews," the first link will be to Makeup Alley.
In Thursday Styles of NY Times, Makeup Alley is being hailed for informing consumers. The reviews are submitted by actual everyday buyers, and the rating makes it easy to decide whether to buy it or drop it.
While one can see snippets of reviews while not being a member, it is easier just to become one. I know it was a useful tool for me in my "research," and makes the whole selection process simpler.
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