This research aims to investigate how different information sources impact the makeup consumers purchase decision. Through in-depth interviews with AB class young adults from Rio de Janeiro it was identified some key behaviors and attitudes such as: frequency of usage, information sources and main purchase drivers. Memory, friends and family’s opinion and internet, especially blogs, appear as the main sources of research in the study results. However, despite the strong use of this virtual tool, for many consumers, trial is still needed to finish the purchase.