This study aimed to analyse brand activism in the cosmetics market and its impact on consumers perception. The literature review addressed concepts and characteristics of branding, consumer behaviour, brand activism and consumer activism. The field research was conducted with young woman, who live in the city of Rio de Janeiro, and are university students or newly graduated. The obtained results converged on the relevance of the theme, identifying a promising, albeit with its challenges, marketing strategy - being able to generate a solid base of loyal customers and brand advocates, while positively impacting society.