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Sensory analysis has become a valuable tool in qualifying consumer perception regarding cosmetic products. This study aims to explore the application of discriminative and affective consumers sensory analysis in evaluating the influence of nanoencapsulation on the sensory properties and rheological characteristics of a cosmetic formulation containing lipoic acid. The nanocapsules were prepared by the pre‐formed polymer precipitation method. Semisolid formulations were prepared using a silicone emulsion system, and these pseudoplastic fluids were characterized using rheological methods. The panellists (n = 88) analysed the formulations with and without nanoencapsulated lipoic acid as paired comparisons within the discriminative and affective sensory analysis. In these measurements, spreadability, stickiness, oiliness and sulphur odour were evaluated. The panellists had no previous training in …