Background With online purchases' skyrocketing due to COVID‐19, there has been a big change in the beauty products consumers' purchase. Aims The purpose of this paper was to review the literature focusing on changes in purchasing patterns in the beauty market after COVID‐19 pandemic. Methods This review paper is a literature review, and the method is a narrative review. Results The past and present purchasing of beauty products were rapidly changed. The cosmetics and many beauty products were increased purchasing rate due to marketing of Wanghong broadcasting. Also, the non–face‐to‐face market environment has expanded after COVID‐19. Conclusion As COVID‐19 pandemic changes consumer values and lifestyle, its role and function are changing and its purchasing patterns are altered.