Nowadays, cosmetics play an essential role in the life of every individual. Using cosmetic products, an individual builds social identity and achieves the desired social status. This graduate thesis aimed to show how important psychological aspects are in cosmetics industry sales. Another thesis's goal was to gain new knowledge and insights into women's behavior and experiences as primary consumers in the cosmetics industry. Further observations were made about: customer behavior at the time of purchase, the course of sales, and to which extent psychology plays a role in the whole selling process. In sales, the most unpredictable are the customers. Therefore, it is necessary to examine the customer's behavior in detail by collecting information and in-depth research for continuous sales growth. A semi-structured interview technique was used to determine the most important sales techniques. The survey was conducted with ten respondents engaged in cosmetics industry sales. The results have shown that it is essential for the seller to have a thorough knowledge of the product during the presentation. Besides, a profound understanding of dermatology is also a crucial factor. A third important factor in successful selling is that the salesperson must be familiar with the processes, techniques, and skills involved in selling. A cosmetic product's sale will be more successful iftheseller is representative, educated,and communicative. Knowing different tricks for presenting and selling products is an advantage but not crucial. Further, the results showed that it is critical to understand the buyer profile to adapt and present the product accordingly. The sales strategy has to be adjusted to each person individually, while when presenting the product, the same product is adjusted according to the customer's age. Since the market is overloaded with products, sales technology plays a decisive role. For competing successfully in the modern market, it is necessary to know customers' needs in-depth. Regardless of age, profession, and experience, respondents fully agreed that cosmetics' psychology is indeed an essential element.