The article analyzes the psychoemotional impact of natural cosmetics on women. The aim of the study is to examine the nature of the influence of natural cosmetic products on women — separating objectively measurable physiological changes from subjective emotional experiences. The methodological foundation is a systematic review of publications covering neurocosmetics, consumer behavior psychology, and the dermatological efficacy of phytocomponents. The analysis conducted showed that improvement in psychoemotional state is determined to a greater extent not so much by direct dermatological effects as by the multilevel influence of the ritualization of procedures, sensory perception (aroma, texture), and the cognitive attitude toward the safety and environmental friendliness of the products. A psychological phenomenon has been identified whereby the subjective feeling of self-care becomes a more significant factor than the actual biochemical response of the skin. It is concluded that the therapeutic potential of natural cosmetics is realized through the synergy of product composition and the established order of its application, forming a stable positive feedback loop. The findings are of interest to psychologists, cosmetologists, dermatologists, marketers, and preventive medicine specialists.

natural cosmetics, psychoemotional impact, consumer psychology, neurocosmetics

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