Furthering the talk from the previous topic of distinguishing clean from Green from organic and ethical beauty tags, I would like to discuss something equally or more overwhelming! 
I  go to stores, their shelves overflowing with pretty looking bottles and containers of serums, oils, cleansers, etc. , and I stand there haven't clue of where to begin or what is best suited for me.
As if their tags were not confusing enough, how do we distinguish the good ones from the fakes, the dupes or the hyped?
I have jotted down a couple questions I consider the answers to, before I invest in a good sustainable skin care brand.

1) What skin-type are you?

     Know your SKIN - I think, knowing your skin type is imperative before you invest in any skin care at all. It is must to be able to buy products that suit your skin. You can spend a fortune on products which are best suited for some other skin type. Do not blindly follow recommendations by your friends or influencers, your skin could be different than that of the person recommending the product.
    Visit a good dermatologist, get to know your exact skin type. This is no.1!

2) Why are you buying that specific brand? Is it the public image of the brand? The brand values? The quality of ingredients ?

    Know your BRAND - I believe in the principles the brand stands on. I do a thorough research and follow their activity on social media before buying.
    I prefer to buy from brands which make products with a good intent and a better vision for the brand growth and are equally considerate about impacting people's lives and the environment, in a positive way. Brands that support and act in favour of sustainability are the ones to root for. Make sure the ingredients are organic, the formulation is safe and approved by recognized departments of healthcare.
    Of course, expertise and knowledge about the production is important too. That brings me to the next question.

3) How is the founder/formulator? How is their skin? What is their background in skincare? For how long have they been in business/profession?

    Know your FORMULATOR - I think, your research is incomplete without truly getting to know the formulator / founder of the brand! Even more, when there is a swarm of green skincare brands, each with their own principles and unique formulations. There are plenty of good formulators out there with great experience but it is important to know about their education about green beauty. Consider how long they have been in business. The tenure of a market presence, the performance history and the client base says a lot about a formulator .Even if it is a founder, they should possess necessary knowledge of green beauty products. And while they may not be available readily, there is always a way to contact them on email or phone! Go out there, ask them what you feel!
  With a similar intention, I spoke to the founder of Daughter Earth - a conscious skincare brand from India. Prasanthy Gurugubelli was more than happy to answer all my questions, patiently and with a smile. She even shared her own story and how she went on to build this amazing brand.
She gave me the knowledge of how long it takes to develop a product too! I was overwhelmed to know how long it takes and the study, effort, expertize, patience and knowledge of the process required to develop the product before it goes out to the masses.


Last but not the least, ask yourself.....

4) Do you really need the product? Is it exactly what you are looking for?

I do not know why but I feel many are using too many products on their skin now-a-days. Because there are options, they tend to use and confuse many products in a regime. Do not do too much to your skin. Have a few products in your daily skincare regime and let your skin do the rest.
Read the ingredients list. Understand what ingredients your skin needs, to be at it's best. Compare products.
Do not forget to give your skin a break from the products. It also needs a detox.

So basically, do the dirty work, research like a geek. I repeat, do not blindly follow influencers, marketing campaigns or trends. Find out what your skin is and what it needs for nourishment.
It is all about finding a brand whose principles of skincare align with yours!

These questions definitely help me in finding my skincare brands to invest in. I hope it helps you too.

Thank you for reading. :)

XOXO

Kimaya