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This study seeks to examine the direct impact of creative advertising on online impulsive impulse buying among female consumers of cosmetic items in Egypt. The investigation implemented a quantitative research methodology and a deductive approach. A digital survey was employed to gather data from 412 female consumers of cosmetic items. Path analysis has been used to demonstrate the causal links among research variables employing Smart PLS4. The research results indicated that creative advertising has a substantial positive impact on online impulsive purchasing behavior. Moreover, the research offers substantial practical implications for cosmetic companies, potentially enhancing the efficacy of their advertising strategies.