This paper deals with the analysis of the strategic application of social media in marketing, on the example of the company "Fenty Beauty". In the first part of the paper, the research problem, the research objectives, and the methods used to create the paper are presented. In the theoretical part of the work, terms related to marketing and marketing concepts are discussed, and an insight into the cosmetics industry is provided, in which data about its specifics, the needs it meets, and which segment the industry is divided into are presented. Trends in the cosmetics industry that affect company differentiation are also discussed. Furthermore, the concepts of digital marketing and its specifics in relation to traditional marketing are discussed. The essential elements when creating and implementing a digital marketing strategy are presented. It is shown how social media can be used to define a marketing strategy, and each media is treated separately, describing what marketing benefits they offer. The last part of the paper is devoted to the application of the theoretical part to the company "Fenty Beauty". General information about the company is presented and an insight into their position on the market is given. The presence of the company "Fenty Beauty" on social media is analysed and a conclusion is given on how they use these media and what goals they achieve.