Research Question: To what extent do social media reviews’ effect on the purchase   intention and actual buying behaviour of consumers differ in the beauty industry in a cross-country comparison?     Purpose:   The purpose of this study is to explore to what extent consumers in the beauty industry perceive the importance of social media reviews and if it has direct or indirect effect on either their purchase intentions or buying behaviors or if not on both. The aim is then to contribute to limited research available and to see if this connection differs with the country particularly between Sweden and Sri Lanka.   Methodology:     A descriptive qualitative research strategy was approached conducting semi-structured interviews with a total of fourteen participants both from Sweden and Sri Lanka. Open-ended questions were asked and thematic analysis was used when analyzing the collected primary data.   Conclusion: Respondents from Sweden were more engaged with social media reviews and their purchase decisions were based mostly on social media reviews. Sri Lankan respondents were interested in negative reviews while Swedish respondents were highly affected and motivated by positive reviews. Even if young consumers in Sri Lanka were motivated to purchase beauty products because of social media reviews, almost all of the Sri Lankan respondents’ purchase decisions were highly impacted by family and friends compared to effects of social media reviews.