The article examines the factors influencing online purchase intentions (OPI) in the cosmetics sector in Jordan, highlighting the mediating role of consumers' attitudes toward online shopping (ATOS). Key influences identified include online sales promotion, electronic word-of-mouth (e-WOM), online product presentation, and perceived risk, all of which significantly impact both OPI and ATOS. The study underscores the importance of consumer psychology and online interactions in shaping e-commerce strategies and suggests further research across various sectors to broaden the applicability of the findings. Overall, it provides valuable insights into the dynamics of online shopping behavior in the cosmetics market.