Product Selection Policy

A product earns a place in a guide only when it is relevant to the reader’s decision and enough evidence exists to support a useful, honest conclusion.

Minimum inclusion criteria

• The product is relevant to the stated reader, use case and page criteria.
• The exact product and variation can be identified without misleading the reader.
• It is reasonably available to the page’s target US audience at the time of review.
• Reliable information or direct evidence supports a meaningful conclusion.
• Strengths and limitations can be compared fairly with realistic alternatives.
• The product can be discussed without inventing testing, ratings or performance claims.

How candidate products are found

Candidate lists may include established products, newer releases, frequently compared alternatives, products readers are actively considering and formulas designed for a clearly defined need. Popularity can identify what people are shopping for, but popularity is not proof of quality or suitability.

How products are evaluated

The criteria are defined before the final ranking. Depending on the page, those criteria may include finish, coverage, texture, application control, shade or color range, comfort, wear, removal, maintenance, packaging function and value within the luxury category.

A “best overall” position should balance the most important factors for the intended reader. A use-case pick may prioritize one specific strength, but the page must still show limitations that could change the decision.

Affiliate relationships, gifts and samples

A product may be included without an affiliate link, and an affiliate-eligible product may be excluded. Commission rate, retailer preference or a request from a brand does not determine placement. If a product was supplied without charge, that fact should be disclosed on the relevant page and does not guarantee coverage or a favorable result.

Shades, sizes and regional variations

Luxury makeup often has multiple shades, finishes, sizes, reformulations or regional versions. We identify the exact variation under discussion and avoid implying that one shade or one formula result applies to the entire range.

When a recommendation is replaced or removed

• The product becomes unavailable or the linked variation is no longer correct.
• A reformulation materially changes the conclusion.
• New evidence shows that the page’s wording is incomplete or misleading.
• The product no longer fits the page criteria.
• A better-supported option serves the reader more effectively.
• A material affiliate, labeling or evidence problem cannot be resolved promptly.

Material changes should be reflected in the page’s update notes. See How We Research and Test for the evidence process.