Research on the perceived quality of cosmetic services from the user's perspective is a key component for improving the quality of services provided in a beauty salon. Focusing on the application of the SERVPERF method, this master's thesis aims to investigate users' perceptions of service quality in a selected beauty salon. The purpose of the research is to identify key aspects of service quality and deficiencies to form recommendations for improving the quality of cosmetic services and increasing user satisfaction over time, utilizing the effective use of cosmetic service marketing tools. It is essential to understand users' desires and preferences to align the service with their expectations and contribute to positive long-term relationships between service providers and users. A quantitative survey was conducted on a sample of service users. The survey questionnaires were tailored to the specific dimensions of cosmetic services according to the SERVPERF instrument and were distributed among a sample of 100 users immediately after receiving cosmetic services. This approach enabled the collection of data on service quality perceptions directly from users, contributing to a deeper understanding of their needs and expectations. The main conclusions of the thesis highlight the key aspects of cosmetic service quality identified through the research and provide recommendations for improving the services provided in the selected beauty salon. A deeper understanding of users' perceptions of the quality of provided services allows beauty salons to adjust their services and processes to better meet their users' needs. Therefore, the thesis offers valuable insights into how to enhance the quality of cosmetic services and contributes to the development of a better user experience.