The subject of this paper are characteristics that play a role in building loyalty to private labels of decorative cosmetics. Consumer loyalty to private labels in decorative cosmetics category is a topic that has not been sufficiently explored in Croatia. Many features can influence building a long-term relationship with consumers: brand name, product quality, price, design, promotion and brand risk. The aim of the research is to investigate and identify the role played by selected characteristics on consumer loyalty when choosing a private label of decorative cosmetics. Research on the role of factors in building consumer loyalty private labels of decorative cosmetics was conducted using a survey questionnaire, on a sample of 137 respondents who shop at DM drogerie markt, BIPA, Müller and Lidl. The research results show low consumer loyalty to private labels of decorative cosmetics, and of the six observed features, product quality, brand name and design play the largest role in building consumer loyalty to private labels of decorative cosmetics. Consumers want a quality product with an affordable price and attractive appearance, and it is up to businesses to strive to offer consumers a quality brand that will attract and retain them. Consumers also have certain brand expectations, and if their expectations are met, loyalty increases, and loyalty is important for any business that plans to maintain a long-term competitive advantage.