The subject of the work is the impact of TikTok on the retail sales of cosmetic products by micro and small entrepreneurs. Over the past few years, the global cosmetics market has seen significant growth, driven by changes in consumer preferences, technological advancements, and an increasing focus on personal care. The cosmetics industry has developed into a huge market and has a strong presence on social networks. Social networks, including TikTok, have become an increasingly important platform for presenting products and services. Posts on social networks have the ability to reach a wide global audience, attracting attention, which is especially important in the cosmetics industry. The main goal of the paper was to theoretically and practically show the impact of advertising on TikTok on retail sales of cosmetic products by micro and small businesses. For this purpose, empirical research was conducted to examine respondents' views on the impact of marketing advertising on TikTok on their decision to purchase cosmetic products. In order to investigate the impact, a descriptive (quantitative) research was chosen, in which the research instrument was a survey questionnaire. The questionnaire was adapted from previously conducted research by Botelho (2019), Quitong and Rahman (2019) and Pop et al. (2020) in order to prove the perceived impact of the use of TikTok on customers from the Republic of Croatia. The sample included 133 respondents who answered questions about the use and content of TikTok, the influence of marketing on their purchase intentions, and their attitude towards the marketing of products and services on TikTok. The results of the work showed generally positive user attitudes towards advertising on TikTok, especially cosmetic products. The influence of influential people also proved to be significant in terms of encouraging them to buy. Research has shown that TikTok plays a significant role in informing and making purchasing decisions among users. Respondents generally find the information clear and useful, but there is a certain level of skepticism about the accuracy of this information. This platform stands out as a significant tool in marketing communication, although there is still room for increasing user confidence in the accuracy of the information provided. The results of the research have marketing implications for the company in the form of a better understanding of the relevant predictors and outcomes of attitudes towards advertising in the online context as well as in the creation of successful communication strategies.