The swift growth of the social media networks, influencer marketing and digital technologies has put a substantial effect on consumer purchasing behaviour in the cosmetics market. This paper examines how social media marketing, influencer marketing and digital technologies influence the intention to buy cosmetic products and buying behaviour. The quantitative research model was employed, and a structured online survey was employed to gather the results of 300 active users of social media who, in turn, had a prior experience in buying cosmetic products online. To investigate the relationships among the study variables, descriptive statistics, correlation analysis, and the multiple regression analysis were used. The findings of the research show that influencer marketing has the highest significance concerning the purchase intention towards cosmetics (β = 0.41, p < 0.001), followed by social media marketing (β = 0.29, p < 0.001) and digital technologies like AI-based personalization and AR virtual try-on applications (β = 0.23, p < 0.01). The entire research model accounts 62 percentage of purchase intention (R 2 = 0.62) indicating that the model has a very high explanatory ability. Also, the mean scores of influencer marketing (M = 4.25) and purchase intention (M = 4.20) were high, which implies a positive attitude of the consumers. The results confirm the fact that digital interactions, trust of the influencer, and technology-facilitated shopping experiences play a huge role in shaping the current cosmetic buying behaviour. The research study is relevant to the current body of literature because it gives the current evidence that is empirical and that will offer practical insights into launching cosmetic brands that are interested in improving consumer interaction and eliciting purchase action within digital motivated markets.