We are testing a data-centered approach to skincare product evaluation. Public reviews have become a major part of consumer decision making in almost every sector from appliances to wine to local restaurants. It cuts through the marketing that we aren’t interested in. In terms of skincare products, there isn’t a clear winning approach yet, and it comes down to who you trust: Authority (individual reviewers like Paula Begoun), group expertise (like MakeupAlley) or mass expertise (Amazon). Each have their pros and cons, but we wanted to take a data-driven approach to product evaluation.