I have only heard about their products when I was visiting Sephora. I do not have a very clear opinion about their brand, but from what I have seen they focus on quality and I really like the aspect and color palette of their packaging. They have aesthetically pleasing and luxurious products.

My favorite brand right now is Yodeyma, which is not incredibly popular but I feel like they focus on creating long lasting perfumes. Moreover, you can easily find dupes for expensive fragrances and it is more accessible price wise for teenagers.

1. Transparency about the ingredients used in their products. I want to know if they are actually high quality and safe to use. 2. Price vs Value I am interested in finding affordable products which match their value. I would not pay 100$ for a cream that is just 50g and whose key ingredients can be found in cheaper products with the same effects. (for example) 3. Reviews and popularity online I trust easily a beauty brand that gained 5 starts reviews on social media and on their website. I feel like it is very important for a brand to actually put effort into marketing their products and getting a positive opinion from their clients. A brand with no online presence is more questionable when it comes down to their credibility.