This paper aims to investigate the socialization of consumers through social media in order to purchase cosmetic products. With the development and integration of social media into everyday life, consumer socialization through communication with peers using social media has become an essential marketing issue. Such communication is also called electronic word of mouth (eWOM). Through it, with different tools and forms of communication, users spread and share information related to products. The communication itself is influenced by the factors of strength of connection with peers and identification with the group, whose influence is reflected in the formation of attitudes, which, according to theories about purchase intention, influence purchase intention. Research conducted on a sample of 114 respondents showed that social media doesn't play a significant role in the socialization of consumers, apart from increasing their awareness of new products and providing them with information when it comes to cosmetic products. The results show that, although most respondents use social media on a daily basis, their socialization through these platforms does not play a key role in purchase intention. Although they follow content related to cosmetics and positive reviews can sometimes encourage a purchase, the connection with peers and their opinion is not crucial. Possible reasons for the discrepancy between the results and the theory may be differences in the sample, methodology or the specificity of the cosmetic market. These results provide useful insights for managers in the cosmetics industry, highlighting the importance of informative and visual content.