When it comes to makeup, having options is good... but geeeez it makes things confusing sometimes! It feels like as soon as highlighters became 'a thing' suddenly there were pink ones! Gold ones! Rainbow ones! Holographic ones! The list goes on and on. How do you know which one is the most flattering on you?
One thing to keep in mind is that makeup companies are always doing their best to stand out from the competition (and convince you to buy their product), so most of the product varieties (including shades) you are seeing are just an effort to be different, rather than an actual innovation. If you keep this in mind any time you're makeup shopping, you're less likely to be confused by all the gimmicks out there.
That being said, the main thing to consider when shopping for a highlighter is to consider the undertone of your skin. If you have a cool undertone (meaning lots of pink or red tones in your skin), you will find that similar highlighters that have these same tones (like the ultra classic: MAC Strobe Cream) will be most flattering. If you have a warm skin tone (that has more yellow in it), you'll find golden highlighters (like this one from PYT) will be the best for you. The only other factor to consider is how deep your skin tone is. Brands have finally wizened up to the fact that a pale highlighter, even if it matches your skin's undertone, might not look so hot against darker skin. Likewise, if you are on the fair side, definitely stick to paler highlighters rather than reaching for the bronze and copper side of the spectrum. Now that you know what to look for, you'll have a much easier time making a selection. Have fun getting your glow on! And if you haven't checked it out, you can see a great demo of using a fan brush to apply highlighter in my 'Perfect Summer Makeup' tutorial.