With the enormous variety of offers available in the market, the decision of buying a product becomes increasingly complex for consumers. To justify their choice, consumers look for information to the many options. Previously, the search was restricted to close people, specialized professionals and idealized ones. However, through the evolution of media, especially the Internet, the investigation about products have progressed. The platforms of online interaction between individuals allow dialogue between consumers who are seeking for more information about products offered on the market. This exploratory study sought to present the influence of blogs in the decision of buying the beauty products to their readers. The research was divided into two parts: the first one analyzed the behavior of the readers toward the opinions of bloggers about some products through comments left on these blogs and the second one was an analysis from the 8 interviews that were made. By looking for detailed information, testing and demonstrating the use of beauty products on theirs blogs, the bloggers conquered the reliance of their readers and they end up becoming a kind of consumers consultant. This way, theirs evaluations make directly impact on the decision of the blog’s readers of purchasing beauty products.