This study investigates consumer buying behaviour towards cosmetic products in Gurugram, one of India’s rapidly urbanizing regions with a diverse demographic profile. The research focuses on identifying key factors influencing consumer decisions, such as quality, brand awareness, media influence, and price sensitivity.  A structured questionnaire was used to collect data from 127 respondents, utilising a combination of primary and secondary data sources. Key findings reveal that quality and brand trust significantly impact purchasing decisions, with a noticeable preference for products with natural or herbal ingredients. Additionally, the study highlights the dominant role of digital media in shaping consumer awareness, with 40% of respondents relying on the internet for product information. While most respondents prefer a mix of domestic and international brands, affordability remains a critical factor, with 48.8% spending less than ₹1000 monthly on cosmetics. The findings underscore the growing demand for quality products at competitive prices, driven by increased consumer awareness and purchasing power in Gurugram. This study contributes valuable insights for marketers aiming to cater to the dynamic and discerning consumer base in urban markets. Recommendations include leveraging digital platforms for targeted marketing, emphasizing product quality, and offering competitive pricing to strengthen market presence in Gurugram’s cosmetic sector.