The Internet has enabled consumers to share reviews and personal opinions about a particular product and service, i.e. electronic word-of-mouth communication has been enabled. With the growth of communication through social media, forums and blogs, the interest in electronic word-of-mouth communication, has also increased. Nowadays, everyone can share their opinion about a particular product and service and thus influence the decisions of other consumers through electronic word-of-mouth communications. Consumers making purchases online rely on other consumers' reviews to judge the quality of the product. Online reviews help users get the necessary information about any product through the various experiences of previous customers. The aim of the thesis is to investigate the role of online reviews when purchasing cosmetic and fashion products online. For the purpose of the research, primary research was conducted with a survey questionnaire as a measuring instrument. For the purpose of the research, primary research was conducted with a survey questionnaire as a measuring instrument. Through the questions and statements, an attempt was made to find out the respondents' attitude towards online reviews when buying cosmetic and fashion products online, what their role is in the purchase process, and when and where they read the most online reviews when it comes to cosmetic and fashion products. The research can determine how important online reviews are when making a decision to buy cosmetic and fashion products online. Respondents consider online reviews useful as they facilitate and help them make decisions about purchasing cosmetic and fashion products online.