Abstract: Online advertisements have created a great impact among the common people and their purchasing habits with the substantial rise of internet usage. The online retailing particularly in India is in a transition stage where most of the brands are leaving the traditional store format. Online advertising has different parameters that contributes to the consumer buying behaviour. The online retailing in India grows bigger each day with the emergence of new brands and online shopping sites, women consumers play an important role and their buying behaviour is significant with regard to the growth of online shopping through various platforms and applications.Cosmetic industry has been growing at the rate of 20% per annum approximately and is currently standing at US$950 million in India. It comes under the sustainable development goals 2030 laid by the UNDP under the industry, innovation and infrastructure. The purpose of this paper to analyze the factors which influence the purchase of cosmetic products among Indian consumers. Data collected through primary and secondary data. Primary data mainly collected through questionnaire. Secondary data collected by website, newspaper, article. Sample size of this study is 200 women from Kerala. Chi square and simple linear regression method were used for data analysis.

Keywords: Cosmetic Products, Digital Marketing, Buying Behaviour, Women Consumers

| DOI: 10.17148/IARJSET.2025.12741