The great growth of the homosexual population in Brazilian society has created many business opportunities. However, just a few academic and market studies have been created with the purpose of infer more about the behavior of these "new" consumers. Thus, this study tried to understand the relationship between homosexuals consumers and consmetic products. In addition, we have investigated the reasons that delineate the gay male consumption choices in the fields of cosmetics and we tried understand what kind of characteristic determines the identity society of this persons. Through in-depth interviews, we identified that: a) homosexuals are vainglorious and they value their beauty to feel confident in winning a loving couple, (b) In addition, consumer choice reflects their social identity, looking for wherever possible differentiated products, which shows that they are consumers who have good taste and refinement. (c) Also, we identified that the family still holds influence on the gay consumption decisions, because their family participates giving support and/or reject their attitudes.
