In the highly competitive skincare industry, brands must leverage effective marketing strategies to capture consumer interest and drive purchase intentions. This study explores the impact of influencer credibility, attractiveness, and online customer reviews on the purchase intentions of Indonesian Millennials and Gen Z consumers, with brand attitude as a mediating variable. A quantitative approach was used, collecting data through an online questionnaire distributed to 145 respondents who met specific criteria. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the relationships between variables. The findings reveal that influencer credibility and attractiveness significantly affect purchase intentions through brand attitude, while online customer reviews show no significant indirect effect on purchase intention through brand attitude. These results underscore the importance of influencers credibility and attractiveness in shaping brand attitudes and highlight opportunities for brands to refine their marketing strategies. This study aims to provide actionable insights for companies in the skincare industry to remain competitive amid changing consumer preferences.