In the global cosmetics market, modern consumer behavior, technology and marketing trends have led to a series of changes, resulting in new ideas of major manufacturers and sellers struggling to gain market share. The modern consumer is more technologically educated, more informed and more interested than before, so the market is forced to offer products that will meet his needs. This is mostly due to technology, the influence of which stimulated and strengthened consumers, which in turn created opportunities for easier and faster penetration of manufacturers and sellers into the market and to the final customer. Computerization and digitalization have encouraged manufacturers and sellers to create multichannel distribution networks, thereby increasing their market presence and creating a competitive advantage. The paper explains the theoretical hypothesis of consumer behavior and presents the multichannel retailing using the example of decorative cosmetics. The study was conducted in three focus groups on a sample of 15 female respondents. The main objective of the study was to explore and analyze attitudes and behavior when purchasing decorative cosmetic products in offline and online sales channels. The results of the study of consumer attitudes and behaviors relating to the acceptance of multichannel approach to the purchase of decorative cosmetics are presented in the paper, which show that, from a consumer’s point of view, a multichannel approach is preferable because it gives the opportunity to choose a particular channel and use its benefits, while avoiding its disadvantages. Nevertheless, some consumers are still unfamiliar with the multichannel retailing. The paper also presents the best practices of reputable cosmetics companies and gives some suggestions on how to improve the multichannel retail strategy on the example of decorative cosmetics.