This study investigates each stage of the decision-making process of trend-conscious consumers in the Brazilian dermocosmetics market, through qualitative interviews with eleven highly engaged participants. The results show that purchasing decisions are guided by criteria such as suitability to individual needs, product composition, brand reputation, efficacy, cost-benefit, and ethical values. The influence of international brands, particularly Korean ones, stands out, as does the appreciation for multifunctional products. Consumers demonstrate a preference for testimonials from ordinary users, which are perceived as more trustworthy than sponsored influencer content, and tend to share negative experiences mainly within close circles. The study highlights a critical and rational consumer profile, pointing to both challenges and opportunities for domestic brands in a market driven by innovation, practicality, and transparency.