Objective: This study examines the impulsive buying behaviour of cosmetic consumers on e
commerce platforms through the application of scarcity and flash sale techniques. Research Design &
Methods: A total of 398 respondents from Cirebon City participated in this quantitative study, selected
using an accidental sampling method. Data were collected through an online survey and analysed using
Structural Equation Modeling-Partial Least Squares (SEM-PLS). Findings: Both scarcity and flash
sale techniques influence impulse buying behaviour, with scarcity having the stronger effect. Flash
sales stimulate urgency through limited-time offers, while scarcity enhances perceived value due to
product limitation. Implications and Recommendations: Marketers are encouraged to combine flash
sales and scarcity techniques to increase urgency and desirability. Brief, strategic discounts can
effectively encourage unplanned purchases. Contribution & Value Added: This study provides
valuable insights into e-commerce strategies that enhance impulse buying behaviour in the digital
beauty sector.