The development of science and numerous technological achievements made it possible to overcome spatial and temporal barriers that in the past hindered the global flow of goods, which also made it easier for companies to enter foreign markets. The cosmetic industry in itself represents a dynamic segment of trade that is continuously growing, and the aforementioned circumstances have contributed to increased competition. Therefore, in order to preserve competitive advantages, it is necessary to know and choose an appropriate internationalization strategy. The subject of this paper is the process of internationalization in the cosmetics industry as one of the most significant retail trends necessary for the growth and development of the company. Companies have the following internationalization strategies at their disposal: direct export, Internet, trade brokerage, foreign license, franchise, joint venture and establishment of an international subsidiary. Furthermore, it is possible to choose one or a combination of several strategies depending on the company's financial situation and goals. The aim of the thesis is to highlight the possibilities of growth, development and preservation of competitive advantages for companies provided by the process of internationalization, but at the same time to analyze the shortcomings that each strategy entails and ultimately to investigate the impact of the implementation of the aforementioned strategies and to select the most successful strategies for the cosmetics industry.