Traditional marketing strategy has given birth to a new paradigm i.e influencer marketing driven by the growth of social media and millennials' culture.  Social media marketing persuades and affects the individual’s buying behaviour, and influencers are one of the valuable sources to resonate with millennials.

According to researchers, Marketers have a fantastic opportunity to take advantage of sales and product recognition. In the beauty industry, influencers play a pivotal role in marketing and brand promotion. These influencers—including makeup artists, beauty bloggers, vloggers, and social media personalities—are renowned for their expertise, credibility, and passion for beauty products. By collaborating with beauty brands, they create engaging content such as tutorials, product reviews, unboxings, and endorsements, effectively showcasing and promoting a wide range of products. This content not only builds brand awareness but also helps drive consumer trust and purchasing decisions, making influencer collaborations a powerful tool in the beauty marketing landscape. The paper focuses on: a. Impact of antecedents of beauty product influencers on pre-purchase product evaluation b. the influence of positive and negative reviews of social media on post-purchase cognitive dissonance.

Primary data from women’s millennials will be collected, highlighting their positive impact on purchasing behaviour.