The COVID-19 pandemic has had a major impact on the beauty industry. Many beauty and hair salons had to close their doors or limit their work due to measures to prevent the spread of the virus. This has led to job losses for many workers in the beauty industry and has also affected the financial position of many businesses in the sector. Despite this, some segments of the beauty industry have continued to develop and perform well during the pandemic, such as hair and skin care products that can be purchased online or in stores. Also, many people have started to take more care of their diet and health, which has led to an increase in demand for products for a healthy lifestyle. Overall, the COVID-19 pandemic has had a major impact on the beauty industry, but that doesn't mean it has ceased to exist or that it won't recover. Many companies in this sector are adapting to the new circumstances and trying to find ways to continue doing business and providing their services in a safe and health-safe environment. Consumer behavior in modern business is largely determined by digital channels. The peculiarities of consumer behavior in the beauty industry must be understood in order to generate the desired market outcomes. It is important to understand the motivation factors for using beauty industry products and services among women. The pandemic of disease COVID-19 led to a new paradigm, which was reflected in consumer habits, and there were noticeable changes in purchase patterns in the beauty market. Empirical research in this paper confirms that new trends in the post-COVID-19 era in the beauty industry are already clearly visible. Personalized beauty treatments, products, and nutritional supplements have become popular during the pandemic. The world of beauty has evidently changed in the last few years, and it is possible to expect that some of these changes will only grow and become more and more popular. On the other hand, not everything can be replaced by a virtual or published alternative, so it is not expected that the beauty industry will become completely digitalized, although virtual impacts will certainly remain important in the sense that the good practices of the Mac brand have shown, as well as Zoom's beautification features.