In this paper, the behavior of customers, the measurability of loyalty and the importance of loyal customers in the cosmetics industry were analyzed. The aim of the graduate thesis is to study the state of sales on the market and whether there are reasons for repeated purchases of certain goods, or how to acquire a larger number of loyal consumers. In particular, a historical overview of the development of the cosmetics industry and its current state in the world, Europe and Croatia is given, with an overview of the market value, realized income, consumer habits and prospects for the potential of the cosmetics industry in the coming period. In order to determine the key determinants of consumer loyalty in the cosmetics industry, the recent works of certain influential researchers in this field were analyzed. Based on the analysis of these studies, the conclusion emerges that the cosmetics industry is a highly competitive market, and companies are forced to focus on a number of determinants in order to build consumer loyalty. These include product quality, brand image and customer experience and satisfaction. By prioritizing these factors, companies can build strong relationships with their customers and position themselves as industry leaders.