Every company is faced with a tough decision at least once in the course of business: whether to expand its business into international markets or to continue to operate only in the domestic market. Business expansion offers numerous benefits, but it also brings many challenges. Upon deciding on internationalization, the company is faced with extremely important decisions, the outcomes of which will significantly affect the success of business in new markets. The research process and the selection of a market entry along with an adequate marketing strategy are just some of the challenges the company may face in the process of internationalization. In this paper, the emphasis is placed on the development of an integrated marketing communication strategy for new markets, which is demonstrated on the example of a cosmetics brand. The company BIOmedis d.o.o., which owns the Biomedis brand, is therefore presented. Biomedis includes a wide range of natural cosmetic products for face and body care made with organic ingredients which do not contain colours, fragrances, and preservatives. This specialist professional graduate thesis aims to investigate the preferences and habits of consumers upon buying cosmetic products in newly selected markets. Based on the results of the research, conclusions and recommendations were made in order for Biomedis to successfully expand its business to the new markets in Austria and Germany through effective marketing tools.