Business Research

Abstract

Over the last few years, beauty and personal care have experienced tremendous growth. What once used to be an industry-only limited to physical stores is now taking over e-commerce. The reason why beauty is moving towards e-commerce is the simple fact that modern consumers are striving to have digital experiences.This study examined the relationship between online purchase intentions and perceived cost\benefits related to perceived risk, cost, product, quality, and also service quality. This study also helps the marketers to know the demands, expectations, and problems faced by the customers during online shopping.This study shows that consumers are not fully satisfied with cosmetics purchased online. Marketers should provide necessary steps to Improve the online Market of Cosmetics. To solve these, we must first look at the main challenges that come up for eCommerce cosmetics brands. For this purpose, Manufacturers and retailers of beauty products must have this thought at the back of their mind as they embark on the marketing of their products.