Today, online business or promotion is incredible without the use of social networks. Brands use social networks to bring their products closer to the general public. Communication has become one of the most important segments of social life, with which we create an image of an individual or an organization and thanks to this we can achieve our goal. Marketing communication represents the process of transmitting thoughts, information, ideas and emotions from the sender to the recipient. Advertising on social networks is a significant part of the promotional mix, and the reasons for its use are: low advertising costs, image creation and symbolic appeals, best combined with other forms of promotion. The cosmetics industry is a component of human life. Although it has changed its technological forms, the way of use and application, and the quality of the ingredients, the need for them is growing day by day. In order for a cosmetic product to acquire the status of a natural product, it must meet both the conditions set by legislation and the conditions set by the consumers themselves. It is for this reason that every cosmetic product must be safe, stable, usable and effective, and most importantly, safe for users. In accordance with the legal requirements, the consumer's expectation that all cosmetic products placed on the market must be health-safe is fully justified, which is the responsibility of the manufacturer, that is, the defined responsible person. Companies provide an extremely wide range of products and continuously strive to improve existing products and equally launch new, innovative products. In this whole process, consumers can quickly become saturated. Only by adapting and listening to users can every brand be given the opportunity to create a good and sustainable reputation. Communication and evaluation of consumer experiences should be as important an item as the profit itself.