<p>Faceless marketing, characterised by the absence of identifiable spokespeople or celebrities, is emerging as a potent strategy in the digital marketing landscape. This study explores the impact of faceless marketing on brand perception and purchase intention among young urban consumers. Employing Structural Equation Modelling to analyse survey data from 557 participants, we investigate nine independent variables including visual appeal, perceived authenticity, and content effort perception. Our findings reveal that perceived authenticity and content effort are significant predictors of favourable brand perception, while emotional connection strongly influences purchase intention. Interestingly, brand size moderates these relationships, with smaller brands benefiting more from faceless marketing strategies. This research adds to the growing body of literature suggesting that brands can evoke strong emotional responses and build trust through non-human, digital content. Practical implications for marketers include the need to focus on high-quality content and authentic brand narratives to enhance consumer engagement in faceless marketing contexts. This study provides empirical evidence supporting the democratisation of brand building through faceless marketing, offering new insights for both academics and practitioners.</p>