Factors that are highlighted in the decision-making in the process of internationalization of Micro and Small Companies of the Cosmetics segment of the state of São Paulo Milton Carlos Farina¹, Maria do Carmo Romeiro¹, Alvaro Francisco Fernandes Neto¹, Antonio Aparecido de Carvalho¹, Davi de França Berne¹ ¹Universidade de São Caetano do Sul – USCS, Brazil (milton.farina, mromeiro, alvaro.fernandes, antonio.carvalho, davi.berne@uscs.edu.br) Abstract. This article focuses on the study of micro and small cosmetic compa- nies in the state of São Paulo, due to the representativeness that these companies have in the exports of their products. The objective is to identify the elements that stand out in the decision-making process for the internationalization of its busi- ness from the export of its products. Behavioral Theory was used as the interna- tionalization model of McDougall [1]. Based on the research, it was identified that the elements that stand out most in decision making for micro companies are the need for business expansion due to the saturation of the domestic market and the competition, whereas for small companies the highlight is in strategic factors for business maintenance and suggestions from suppliers, customers and consult- ants. Keywords: Micro and Small Enterprises, Internationalization, Cosmetics Sec- tor 1 Introduction According to Brazilian Service of Support to Micro and Small Companies - Sebrae [2] from the 1980s, Micro and Small Companies were gaining ground in Brazil and over time were gaining representativeness. Once companies have established themselves, many seek new markets, they strive to win international clients, but Rasmussem and Madson [3] emphasize the need for prior planning, knowledge of the market in which to participate, as well as legislation requirements as well as possible tariff and non-tariff barriers. Research from Sebrae [4] show that micro and small companies in the state of São Paulo represent 98% of companies, account for 49% of jobs and 37% of payroll, com- pared to 27% of the state's GDP. The survival rate is 76.3%, only 1 in 5 companies closes their activities before 2 years. The highest survival rate per sector is 81.4%, fol- lowed by construction (80.5%), commerce (76.3%) and services (74.1%).