I disagree with most here. I don't see it as an either or, because there are a lot of bad skin care products out there, then there are some really great ones.
But I would look at it more in terms of steps. For example, you don't want to buy skin care products but not take care of your diet.
You should first start with the fundamentals, so eat a healthy diet, exercise, get rid of stress, and all those good things.
Then if you have the money, and if you've done everything else right, I would consider natural anti aging products that have been proven safe, effective, and pure.
And you can always use natural things to take care of your skin, such as jojoba oil, olive oil, or coconut oil (one of my favorites).
Hope this helps! :)