The study looked at what influences female students at Universiti Malaysia Kelantan to buy local cosmetics. They focused on attitude, brand awareness, consumer experiences, and price. They surveyed 226 female students studying Retailing at UMK. The results showed that attitude, brand awareness, consumer experiences, and price all have a significant impact on female students' intention to buy local cosmetics. Among these factors, attitude had the strongest influence on purchase intention. This information can help female consumers, cosmetic industry players, and retailers understand what drives purchasing decisions for local cosmetics.