With the continuous evolution of technology and social media, the influence of social media influencers has grown further in importance, leading businesses and advertisers to increasingly utilize them to boost revenue and drive sales. This trend is particularly evident in the beauty products market, where influencers are employed to create excitement among target markets and extend brand reach. This research paper delves into the impact of social media influencers’ credibility and reliability on the purchase intentions of female social media natives regarding beauty products. Social media natives represent a vital demographic whose digital literacy and online engagement make them key drivers of consumer trends and preferences. By examining factors such as credibility, reliability, attitudes, subjective norms, and perceived behavioural control, this study aims to shed light on the intricate relationship between influencers and consumer behaviour. Using a quantitative approach, this study employed a self-administered questionnaire to examine the hypotheses, with a sample of female respondents born after 1980 i.e. social media natives. By targeting this demographic, known for its active engagement with social media and preference for beauty products, the study aims to capture relevant insights into influencer-consumer dynamics within the beauty market. These findings provide managers with crucial insights for informed decision-making when selecting social media influencers, emphasizing the importance of specific characteristics in driving purchase intentions among female social media natives. By prioritizing these characteristics, businesses can effectively leverage social media influencers to enhance brand visibility and drive sales in the competitive beauty products market.