People increasingly carry out their activities indoors, especially after the COVID-19 pandemic, with the need for social isolation. As a result, Brazilian e-commerce showed great growth, and a sector that showed good results was cosmetics, linked to the fact that with people staying more at home, they started doing more skin care, since makeup it was no longer necessary. In this context, micro influencers appear as relevant sources of information, providing opinions about products and brands available in the market. This study seeks to understand the impact of micro influencers on the purchase intention of cosmetic consumers, and to relate, first, the characteristics of micro influencers to their perceived credibility, and, secondly, the perceived credibility with the consumer s intention to purchase. Data were collected via an online survey with 247 cosmetic consumers that were active users of the social network Instagram, followers of micro influencers. Structural equations were employed in order to test the proposed model and hypotheses about consumer behavior. Based on the obtained results, it was possible to verify that consumers similarity with the micro influencers and their knowledge have a positive impact on their perceived credibility, and that this perceived credibility also has an impact on the purchase decision of cosmetic consumers. It was also found that physical attractiveness has no direct impact on the perceived credibility of micro influencers.