The three most important aspects would be: 1) Cost: If it costs something, it usually doesn't feel worth it, especially considering how many entertaining, free platforms are available. 2) Community: There must be highly engaged users who amplify the experience. Ability to connect with other users is a plus. 3) Individualized Features/Content: To want to engage with an app, it has to be curated to me specifically. If my interests are reflected on the app, it's more likely that I'll want to continue using it.

When reviewing a product, I always consider accessibility to all users. Additionally, I always account for how convenient and easy to use a product is. Products with a steep learning curve are less appealing to new users, and therefore can discourage a lot of potential users from even attempting to use the product.

I would say Rare Beauty! Although they gained recognition quickly due to their well-loved founder, they have been able to really establish themselves as a highly-coveted brand. All their collaborations with content creators seem genuine, and it's clear that all those promoting their products truly use them in their day-to-day routines. Additionally, their clean, classy look both packaging-wise and in their social media platforms allow the brand to go beyond just another "celebrity brand".