The aim of this paper is to analyze consumer behavior when choosing a beauty salon. The theoretical part of the paper presents the factors that influence consumer behavior and the process of making a purchase decision and the current situation on the market of the city of Zagreb when it comes to the offer of beauty salons. In the, empirical part, the results of a survey are presented and they include users of cosmetic services in the city of Zagreb. The research sought to gain knowledge about the behavior of users in order to formulate recommendations for improving the marketing performance of beauty salons. 127 respondents participated in the survey, and 113 of them completed the survey questionnaire in full. The results of the research show that the behavior of the respondents when choosing a beauty salon is mostly influenced by price, quality, salon location, recommendations and kindness of the staff. In order to achieve good results in the management of the above factors, it is necessary to monitor trends and stand out from the competition with quality. The balance between marketing costs and revenue is achieved in the long run by creating a sense of loyalty among end users and an individual approach to each of them.