This paper aimed to analyse the usage of rhetorical questions in online advertisements for beauty and cosmetic products intended for women. There were total of 37 advertisements collected from the websites of famous brands, magazines and online shops for the purpose of analysis in this paper. Each advertisement was analysed separately followed by a discussion about some common features and patterns that were noticed through the analysis. It was found that the majority of rhetorical questions were found at the beginning of advertisements, while only few of them were placed towards the end. It was also seen that there are some phrases that frequently appeared in rhetorical questions, such as ‘Ready’, ‘Looking for’ or ‘Did we mention’. They serve as a way of creating an interaction with the customers and make the advertisements seem more informal and friendly. They are also a valuable tool in attracting and keeping the audience’s attention. A great number of questions contained the features of the products and the results that the buyers can expect after using the product. It helps in highlighting the good sides of the products and prompting the customers to remember them.