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In recent years, with the advancement of Internet technology and the improvement of material living standards, Internet celebrities, as a unique social and cultural phenomenon, became various influences on the consumption behavior of teenagers, especially college students. It could interpret with the development of the "Internet +," the emergence of Internet celebrities attracted many online followers. At the same time, college students had less social experience, and their consumer behavior could have easily been affected by the Internet celebrity economy. This topic focused on college students in Sichuan and discussed the influence of the Internet celebrity economy on college students' consumption behavior in cosmetics. The research objectives consisted of exploring influencing factors for college student consumption intention, investigating the functionality of Internet celebrities in promoting cosmetic products, and comparing the development of the Internet celebrity economy in the cosmetics market. Four independent variables of media image, precision marketing, interactive communication, and niche circle were set to examine their influence on student consumption behavior. The online survey was conducted in August of 2021, and 411 college student respondents were received for sample analysis. The result showed that all hypotheses were established with the only precision market did not show a positive relationship with college student consumption behavior. It could interpret students using advertising selectively.