New media is changing the understanding of marketing strategy in general, and in industries like the cosmetics industry in particular. An increasing number of consumers of cosmetic products use social networks as the main source of information and learning about new products. Therefore, it is extremely important how companies use social networks. Open communication, dialogue and interaction at all levels are very important for connecting companies with their consumers. In this thesis, the theoretical framework for the use of social networks as a tool for marketing communication and product sales in the cosmetics industry is determined. In addition, by analyzing the network activities of selected companies in the cosmetics industry from the market of the Republic of Croatia, certain conclusions and recommendations have been drawn that may be useful to those engaged in this type of business. Among other things, it was concluded that an extremely important factor in the success of activities on social networks, within this economic activity, is to be on appropriate platforms - which means that we should be where our consumers are. Otherwise, all communication and sales efforts of the company lose value. It was also concluded that consumers of this type of product care about the environment and social issues, and it is very important to them that business organizations to which they are loyal also care about them and that they clearly state this. In addition, it is very important to have interactive content that is also aesthetically appealing, and that encourages users to be involved, focused on them, their needs, desires and feelings - and not just on the product. In addition, the use of rewards as an incentive encourages users to be more active than usual, so it is very often used as a tool to win new followers on social platforms.