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Introduction: Cosmetics stands outs in commerce, not only in Brazil but also worldwide. There is great need for knowledge on buying motivations of consumers for the development of better-targeted products and improved adhesion to dermatological treatments. Objective: To know the cosmetic consumption habits and provide a link from the pharmaceutical with the medical area. Methods: An analytical observational study, cross-sectional, was conducted by questionnaire. Results: Main change in male skin is oiliness; in women, besides oiliness, there is concern with blemishes. The consumption of hygiene products is unanimous in both sexes. Women are more concerned with the treatment and prevention of sun damage. The vast majority of women use anti-acne products and makeup. Hair products have the same sales trend for both men and women, but this is not observed among products for skin. Conclusions: Men and women have different motivations when buying cosmetics. The way consumers relate with products has changed dramatically and they are seeking to express their individuality in society. This reflects a need for medical knowledge of such motivations in order to improve patients' adherence to treatment.

Cosmetics consumption behaviour among men and women and the importance in products indication and treatment adherence