In light of the very high popularity of electronic word of mouth in the form of products and services reviews on the internet and its critical importance for businesses, the aim of this research is to investigate why customers who buy skincare products do not engage in eWOM by not leaving reviews about these products online. This research adopts a qualitative nature, using semi-structured in-depth interviews. Respondents’ group consists of the same amount of males and females who were asked questions regarding their electronic and traditional word of mouth experiences. Received responses demonstrate that laziness, lack of general interest in skin care and lack of feeling altruistic towards consumers online are the key factors preventing consumers from leaving reviews about skin care online.