A Study of Factors Influencing Women Consumers' Behavior Towards Online Purchase Decisions for Beauty Products

In today's era, online beauty shopping is growing very fast, especially among womenconsumers. With the increasing influence of e-commerce, social media, and influencer culture,there has been a significant change in the method of purchasing women's beauty products. Thestudy identifies and analyzes women's decisions affecting the decision to buy online beautyproducts using the Systematic Literature Review (SLR) approach. The study included a total of 52research articles published from Scopus and the Web of Science Database between 2020 and 2025.Price sensitivity, brand trust, peer reviews, product quality, social media influence, and Securityare considered to be the major factors. This study exposes these important factors. Its extractsprovide practical guidelines to distress, e-retailers, and researchers in understanding the developedchoice of women consumers. The study also suggests that e-commerce platforms should focus onincreasing confidence, improving transparency, and removing obstacles in online shopping so thatonline shopping for women.