Abstract: Purpose: Cosmetics are a Faustian promise of eternal beauty to women who are living longer and longer, according to The Luxury Strategy (J. N. Kapferer and V. Bastien) as the eternal quest for beauty increases, the desire to buy cosmetic products increases as well. The advent of the internet which has led to the boom of e-commerce has further propelled the growth of cosmetics market across the World. Cosmetics are considered as an important element in human society. It is made to enhance the skin and can be used to conceal the blemishes and enhance the features on one’s face. Cosmetics are defined as products with mild action on the skin for the purpose of beautifying and adding or altering the appearances. It also Empirical Economics Letters, 21, (Special Issue 3) (July 2022) 152 fulfils specific actions like skin whitening, minimizing the lines in the face and protect from sun tanning. The modern cosmetic is in search of nature related elements. Cosmetics include beauty preparations (make up, perfume, skin cream, and nail paint) and grooming aids like soap, shampoo, shaving cream, and deodorant. Cosmetics are also designed in a way to add fragrance to the human body. The cosmetics market in India is growing exponentially and Indian women constitute a major chunk of this consumer segment. This research study aims to examine the effect of brand image, attitude, subjective norms, and perceived behavioural control on the purchase intentions of female consumers towards cosmetics purchase online.