The purpose of this thesis is to investigate the consumer behaviour of male consumers in the urban area of Sao Paulo towards cosmetic luxury goods from international houses and to provide insights for the companies that target this market. The goal is to identify consumer behaviour patterns towards luxury cosmetics among the three categories PERFUMES, SKIN CARE and MAKE UP and to offer insights regarding this behaviour patterns. The information presented was obtained through focus group (qualitative approach) and questionnaire (quantitative approach). The sample can be described as male dwellers of Sao Paulo, aged from 20 to 40 and working in the urban areas of the city. The study was focused on different variables interfering in the consumer behaviours, such as motivation and attitude (measured through intention to buy), perception (thought knowledge, symbolism and risks perceived), learning and memorization (information). The results show a strong appeal for the growth of the luxury market in Sao Paulo. Consumers have demonstrated knowledge also about luxury and luxury brands in the domestic market, with strong segment of the perfume, category of entry into the luxury market. With respect to other segments, it can be said to have less knowledge about the treatment of skin and a lot of resistance with respect to the Makeup. Although it should not be considered conclusive, this work demonstrates that luxury brands are already part of the collective subconscious of consumers of Sao Paulo and, Thus, there is great potential for luxury cosmetics targeted at male audience.