I think it depends on what is important to you. Here is a list of possible questions:

Is it important to you to use minimally processed products?

Is it important to you to use products that comes from a high-fashion brand?

Is it important to you that a product is used by a famous person?

Is it important to you that a product smells good?

Is it important to you that a product is endorsed by a doctor?

Is it important to you that a product costs a lot?

Is it important to you that a product is low-priced?

It it important to you that the product is not tested on animals?

Is it important to you that the product employs the latest technologies?

Use these questions as a starting place, and make up your own list.

When you've answered the questions, ask yourself why you answered the way you did.

Then, look for products that fit with your preferences.

If you find you are influenced primarily by external sources, ask yourself why this is..

Information is power. Educate yourself and make powerful choices.