As we are applying the quantitative method we are going to implement our data collection process by distributing questionnaires. Secondary data were used, concerning the introduction, literature review, references and theories. To collect the secondary data, many sources were used. Firstly, some books of marketing and psychology were taken at the library in order to talk about the PESTLE theory, and about the consumer behavior in general. Also, many really interesting articles from the Internet were found, about for instance the women’s cosmetics market in facts and figures, the offer and the supply, the link between cosmetics and self-concept. Finally, the university database has been used to find some information about social construction of cosmetic