The objective of this paper is the study of brands impact in the luxury products market in Romania. The chapter contains a case study of the cosmetic luxury market in Romania highlighted through a qualitative research applied in the luxury retail. The Romanian luxury market has visibly transformed its traditional consumption model with a new dimension of experiential luxury which is outlined by the change in which consumers define luxury. Romania has great potential in luxury goods market and is attracting constantly various exclusive brands through multi-brand or mono-brand stores. The most dynamic segment in the luxury market is the premium cosmetics and niche perfumery. This segment was chosen by the authors to identify and understand the luxury consumer behavior in Romania. The top brands that are present in Romania are Dior, Armani Beauty, Lancôme and Yves Saint Laurent.