I make sure I word my review based around the efficacy of the product and not any personal feelings about the brand. I think about qualities I would want in a product and communicate that.

The packaging quality, the information highlighted on the container such as benefits & ingredients, the consistency/smell of the product itself, and whether or not it solves a problem in my routine.

I do not add any unnecessary negativity to my reviews but I also make sure I do not let my personal feelings of the brand change how I feel about products. As someone who has created beauty content for years, I am comfortable being both constructive yet honest.