How to tell when beauty "blogs" are just trying to sell you shit (even if it's terrible)

Has anyone checked out xoJane's new spin-off, xoVain? (No links, because I try not to link to things I don't really like, but you've heard about googling, I presume.) I was interested to see what it was like, because, although I'm not a big fan of xoJane, it seems like a tell-it-like-it-is sort of site, and so I thought maybe their beauty blog would be low-bullshit.

Wrong.