Companies in the cosmetics industry are focused on making a profit. Profit is generated by sales, and in order to achieve as much sales as possible, it is necessary to reach an audience that is interested in buying a product or service. Reaching the targeted audience is easier than ever before with the use od social media. Through various channels on social media, companies communicate with their targeted group on daily basis in order to build the best possible relationship. Crisis situations occur in all branches of industry, some occur within the company itself due to omissions and deficiencies, while other crisis situations occur due to external factors. In this paper, the focus will be on crisis situation that did not occur within the company due to internal factors, but due to external events and factors. Although the crisis does not arise from the company, it can affect its business, and since social media is one of the main ways of communicating with the public, companies turn to these channels even in a crisis. The scientific method of content analysis was used to analyze communication in the cosmetic industry during the crisis in Ukraine in 2022. - on the example of selected companies and their official profiles on social media LinkedIn and Facebook. Social media has proven to be an ideal channel for communication in various situations due to the rapid spread of information and the absence of barriers in the form of geographical location and time. Analyzing the content from the profiles of world-known companies from the cosmetics industry, a conclusion was reached that communication on social networks LinkedIn and Facebook is very different - in the number of posts, topics, etc. The audience itself is also different, which also brings different results.