The aim of this graduate thesis is to explore shopping orientation of Generation Y female consumers, while choosing cosmetics products in Croatia. Generation Y became one of the largest aspects of marketing segmentation, while age and gender are significant determinants of customer’s purchase behaviour, and of customer’s shopping orientations. However, there has not been any research of buying cosmetic products in Croatia that has been focused on this target segment - Generation Y female consumers. Data were collected by survey conducted on the convenient sample of women (from Croatia), 26-40 years old, different education level, working status and household income. Result of this study indicate that the most important factor while choosing cosmetics is the product quality. They like to do the shopping in quick time, and efficient way, and often buy cosmetic products on sales or in discount stores, which shows their price sensitivity. They respect the opinion of the professional sale stuff, but feel they don’t need one, because they are planning the purchase of specific product in advance, meaning they are loyal to the product brand and the specific store. They don’t think that the well-known and recognized brand is necessary the best purchase decision for them. Also, because of their loyalty to specific brand, the amount of different brand products that are present in the market doesn’t confuse them and isn’t making their purchase decision any harder. Insights from this study can provide a better insigt in the behavior of women belonging to Generation Y and their way of making decisions when choosing cosmetic products. Although indicative, the results of conducted research can serve as a kind of guidance in adapting marketing strategies of companies, as well as the activation of targeted market activities.