The whole model is backwards. Like with anything (towels, bathrobes, food, beauty products,…) if you start with the marketing claims or follow the trend first, you’re very likely to be disappointed and over-spend / waste your hard-earned money, time and attention. I start with ingredients and process: is it a whole food? can I pronounce the ingredients on the back of the moisturizer? who cares if it’s made with recycled polyester if it’s a f***ing plastic garment? Critical thinking is rare in the era of endless hype, but glad to find an aggressively (refreshingly) common sense point of view here. x