The primary objective of this study is to investigate the impact of marketing and advertising strategies employed by cosmetic product companies on consumer purchasing behavior. It encompasses various research articles and studies conducted across different regions and demographics. Factors such as the psychological traits and attitudes of consumers towards cosmetics, as well as the ethical, social, and legal dimensions of cosmetic marketing, are taken into consideration. The literature review underscores the indispensable role of advertising in meeting both consumer and business needs, emphasizing the importance of strategic planning and timing for marketing campaigns. Effective dissemination of information about products is crucial for driving sales, even in the absence of immediate consumer demand. However, it is noted that existing research predominantly focuses on synthetic or chemical-based cosmetics, indicating a need for further exploration into the market dynamics of organic cosmetics.