The luxury decorative cosmetics market has been experiencing significant growth due to changes in consumer behavior, the influence of social media, and the increasing interest in premium products. The key challenge lies in understanding the motives and perceptions of consumers who choose luxury products despite more affordable alternatives. This paper explores the impact of personal, social, and psychological factors on purchasing decisions related to luxury cosmetics, providing insights into market dynamics and recommendations for adapting marketing strategies. The primary aim of this thesis was to identify the factors influencing the purchase of products, the impact of influencers on purchasing decisions, and the understanding of perceptions and motivations related to the purchase of luxury decorative cosmetics. The research, conducted through a survey on a sample of 123 respondents, revealed that the key factors driving the need to purchase luxury decorative cosmetics include the desire for innovation, the need to replenish depleted supplies, and price sensitivity. Product quality and price are the most important factors in the purchasing decision, while brand prestige and promotions have a lesser impact. Luxury cosmetics are most often purchased occasionally, with younger respondents being more inclined to purchase based on influencer recommendations, while older consumers tend to be more skeptical of such influence. Furthermore, it was found that consumers perceive luxury decorative cosmetics as superior in quality compared to drugstore cosmetics, and that special life events (e.g., weddings, birthdays) increase the likelihood of purchasing luxury decorative cosmetics.