Abstract

Purpose: The purpose of this study is to systematically review and synthesize existing literature on brand addiction in the cosmetics industry, with particular emphasis on its influence on customers’ purchase decisions and repeat purchase patterns. The review seeks to consolidate fragmented findings related to psychological attachment, branding strategies, social media influence, and compulsive consumption to better understand how brand addiction shapes long-term consumer behaviour in cosmetic markets.
Design/Methodology: This study adopts a systematic literature review approach, analysing peer-reviewed journal articles, conference papers, theses, and relevant academic sources published between the early 2000s and 2025. A structured search strategy was employed using academic databases and scholarly platforms such as Google Scholar, Scopus, Web of Science, ResearchGate, and Academia. 
Findings: The review reveals that brand addiction significantly influences cosmetic consumers’ purchase decisions by intensifying emotional attachment, self-image congruence, brand trust, and perceived psychological benefits. The findings also indicate that digital touchpoints—including social media marketing, influencer credibility, fear of missing out (FoMO), and emerging technologies such as augmented reality and AI-based personalization—act as reinforcing mechanisms that amplify addictive brand engagement and repurchase intention.
Originality/Value: This study contributes original value by interactively linking brand addiction with repeat purchase behaviour within the cosmetics sector, an area that has received limited consolidated attention in prior research. By systematically organizing diverse theoretical and empirical insights into a unified framework, the review clarifies the antecedents, outcomes, and reinforcing factors of brand addiction.