In recent years, the Chinese beauty industry has expanded significantly due in part to the implementation of internet marketing strategies. Chinese consumers, particularly in the cosmetics industry, have been observed to exhibit impulsive purchasing behavior. In light of this, our research aimed to determine the influence of digital marketing channels and project management on Chinese cosmetic consumers’ impulsive purchase behavior. To achieve this objective, we conducted a comprehensive analysis of 104 publications using narrative and conventional literature review methods while adhering to the PRISMA protocol. According to the data, social networking sites, e-commerce sites, and search engines significantly impact Chinese consumers’ propensity to make impetuous purchases. These platforms allure users and encourage impulse purchases by creating environments conducive to impulsive decision-making. The study also highlighted the importance of efficient project management to maximize the impact of digital marketing channels on impulse purchases. Through effective project management, businesses can increase the impact of their digital marketing on impulse purchases. This study identifies the fundamental components influencing impetuous purchasing behavior in the Chinese cosmetics industry. In practice, the study provides digital marketers and project managers in the cosmetics industry with important information on effectively promoting impulse purchases. This study emphasizes the significance of digital marketing channels and project management in stimulating impetuous purchasing behavior in the Chinese cosmetics industry. This study provides valuable insights to digital marketers and project managers, allowing them to increase the effectiveness of their promotional efforts.