Our team of expert editors spends over 440 hours per week researching products, conducting hands-on tests, interviewing industry pros, studying market research, reviewing consumer feedback, and writing up all our findings into digestible yet comprehensive reviews our audience will find helpful. We don’t use an algorithm or software to choose the products — they’re all hand-picked, researched, or tested by us!
The amount of research and testing for each piece of content varies, since some products involve more complex topics — like washing machines or air fryers — while others allow us to flex our discovery and curation skills, like this piece on fun accent wall ideas for your home or retro kitchen appliances for a brighter counter companion. Sometimes we get our hands dirty while we’re wrist-deep in the product-testing phase (like when we tested these Shittens wipes … yes, those are a thing), while other times you’ll find us drowning in dozens of browser tabs full of brand and product research.
We don’t use an algorithm or software to choose the products — they’re all hand-picked, researched, or tested by us!
We’ll outline all the best options within a category and offer a product comparison so you can make a well-informed purchase that meets your target needs and budget. We’ll also introduce you to the latest, most on-trend items across 10 different verticals (tech, beauty, fashion, fitness, parenting … you name it!) that come researched, tested, and editor-approved. If you haven’t found what it is you’re looking for, then we haven’t done our job.
Why You Should Trust Us
We’ve reviewed over 64,000 products since we launched, and we never recommend something we wouldn’t buy ourselves. We first conduct hours of research and initial product tests before finalizing our top picks within a category. Our editors spend days — sometimes weeks — researching and comparing several different models, reading consumer feedback, studying competitor coverage, calling in products, and hands-on testing across our team.
Each review is written by one or more editors with several years of expertise in covering their vertical. Our editors are experts in the field and have previously worked for brands like Cosmopolitan, Food & Wine, Travel & Leisure, Parenting.com, USAToday.com, NYMag.com, GearPatrol.com, and more.
Once a review is written, we put it through the paces. Before it goes live to our audience, it touches several additional hands — a photo editor, copy editor, fact-checker, top editor, and site director all provide necessary feedback before greenlighting content for publication. This ensures our content is fully accurate and that all products are available to consumers. We’re also frequently shooting products in-house so we can truly give consumers a unique glimpse — and even offer a first look — at newly released gadgets that we got the exclusive on before other outlets, or so we can test how liquid foundations will wear over time and test their color-matching abilities. (Don’t worry — we put in the work so you don’t have to!)
When you’re clicking through our site to a retailer, we may earn affiliate commissions. This does not impact our coverage, however, as we always put the consumer first and recommend products that we stand by and that have been fully researched and tested.
Meet the Team
How to Reach Us
If you have questions or feedback, please write us [email protected]. We look forward to hearing from you!
FAQs — You Asked, We Answered
How many hours do we spend researching a topic?
The real answer? It varies! For example, our appliance editor spent upwards of 70 hours researching best washing machine models for our in-depth piece. He compared 75 different models and narrowed them down by body style (front-loading, top-loading, or stacked) and features (steam-cleaning, allergiene cycles, deep-cleaning, and more) then cut down the list further. He then vetted the 10 strongest models and included an extensive analysis so users could make the best choice while shopping by various budgets.
Some topics, like boyfriend jeans, don’t take as much research because our fashion editor knows all the best and newest brands, while other topics may take even more time, especially when we’re hands-on testing something like wireless earbuds, for which six of our editors spent weeks personally reviewing the different headphones for noise quality, comfort, and battery life, among other criteria.
When you test a product in person, how many people are involved?
We love to get as many editors involved in the testing as possible, because each editor brings their own unique perspective to a product, but is still reviewing it using consistent, formal testing criteria. Our home decor editor personally tested five bath towels and had four additional editors contribute to the testing over a full month — this included assessing the wear over time, including how they held up in the wash and how absorbent they proved to be. Our men's style editor called in five different subscription boxes and had men across the office try them for a month and had them weigh in on the quality and personalization of the picks. The more feedback and the larger the focus group, the better!
How often do you update your content?
Our editorial team updates content every 3 months, ensuring that newly available products and trends are reflected. This also allows us to refresh our content for the season so that our content remains timely to the consumer.
Do products that get sent to your team make it onto the site?
We get sent products all the time, but only about 5-10% actually make it onto the site. If something’s sent to us blindly, we will consider it for review and put it through the wringer by researching it and testing it just as we would any other products. If we really want to test something, we will request a sample for consideration or purchase the product with our editorial budget.
Can companies pay to be added to your site?
No, we do not accept payment from companies for editorial inclusion, outside of sponsored posts, which are clearly labeled. All of our recommendations on the site are fully organic and represent the opinions and the research of our editorial team. If a piece is sponsored, it is clearly labeled on the site and will have a brand’s logo on it and will identify that it’s “In Partnership With” or “Created for” an outside brand.
When do you use original photography versus stock imagery?
We love to shoot products in-house because it allows us to show a product in a new way that you otherwise wouldn’t find online. We have a talented photo and design team, and our photographer even has a background in product photography. We’ve shot everything from Apple’s latest iPad and the newest Samsung smartphone, to this season’s men’s cologne and genius beauty hacks!
We also just launched a new franchise called Best Obsessed, where we regularly shoot all the products and test them in-house for a new first-person weekly review of a different item that our team’s obsessing over. Check it out!