The current recognized branded channel with very fast. The consumer has access to all groups. Of all ages. Make the cosmetic market growing steadily. This article aims to behavior recognition, brand cosmetics type that affect the consumer's decision to buy the consumer behavior through theoretical. (6W1H) theory of perception and the concept of a buyer's decision to determine the factors that influence shopping behavior and cosmetics category to branded such recognition from the past experience of consumers. Cognitive aspects of emotion. Attitudes, etc., including recognition through ads that consumers can access them easily. However, getting branded cosmetics category, it must have been thinking. Consider cognitive behavior to achieve recognition, to the actual data.