In recent years, as a result of globalization and the progress of the world, there have been many innovations in technology as well as the strengthening of existing ones. The role of virtual reality has been strengthened. Users and consumers have mostly adapted to the innovative age and, accordingly, have become more demanding in their wishes. It was therefore up to companies to meet consumer demands and remain competitive on the market. VR technology is related to gaming, but it is also used to support retail as well as in many other areas. The female part of consumers uses virtual reality when buying cosmetic products, on their smartphones or in the store itself on existing tablets. During the pandemic, consumers could have tried cosmetic products from their own homes via virtual reality and then buy them online. It was also the only option because that the physical stores were closed. Therefore, thanks to the pandemic, the use of virtual reality has increased. Many women like to try online cosmetic products because, in addition to being useful when shopping, it is also fun, so the trend continued even after the pandemic. The purpose of this work is to establish the role of virtual reality for end users in retail sales of cosmetic products. Accordingly, research will be conducted using a qualitative method with two focus groups of 9 respondents, which will establish the attitudes of female consumers about the application of virtual reality in the cosmetics market.