Objectives:
The topic of the article is social media considered in the context of women's attitudes and purchasing decisions. The authors' intention was to assess the importance and use of social media in women's decision-making process. In particular, the focus was on identifying women's activity in social media, taking into account their age. The ability of women to make a decision to purchase a product in connection with the content on brand profiles in social media was also assessed.

Material and methods:
The article presents a research approach based on literature studies and empirical research. Starting from the characteristics of a woman as a consumer, the determinants of women's purchasing decisions regarding the purchase of cosmetics were demonstrated. Empirical research was carried out using the diagnostic survey method using a questionnaire. The research results were analyzed statistically.

Results:
The research results confirm the importance of social media in the purchasing decision-making process of women. This impact is also related to women's age. Factors such as content usefulness, perceived value of information, influencer's recommendation, and opinions of other users play a special role here.

Conclusions:
The research results clearly indicate the role of brand communication in the social media space, regardless of the channels, methods and forms of this communication.