This study analyzes the impact of social media advertisements on consumers’ purchase decisions of cosmetic products in Palani. The research focuses on how social media platforms influence consumer awareness, preferences, and buying behavior through influencer promotions, reviews, discounts, and attractive advertisements. Primary data were collected using a structured questionnaire from consumers in Palani. The study uses simple statistical tools for analysis. The findings indicate that social media advertisements significantly affect consumers’ purchase decisions and help cosmetic brands increase product awareness and customer engagement. The research concludes that social media has become an important marketing tool for cosmetic companies and plays a vital role in shaping consumer behavior. The study may help marketers and cosmetic brands understand consumer preferences and develop effective digital advertising strategies.