| For many years, cosmetics have been existed and used to beautify someone’s appearance. At first, cosmetics which included as primary needs are only cosmetics which used to cleanse body parts like skincare cosmetics (body wash), but that has changed. As time goes by, for most women, the needs of makeup have become primary ones. Makeup needs’ become primary ones due to evolution of women themselves. It is natural for any woman wanting to look pretty and to look pretty instantly, colour cosmetics is the right and easiest choice.Up until 2013 Western countries dominated the cosmetics market in Indonesia but in 2014, when the trend from Japan and Korea started to increasingly get into Indonesian things began to change. Those two Eastern countries brought change to cosmetics market and trend in Indonesia especially to the young girls. This research aims to analyze if brand image, celebrity endorser, trust, perceived value and perceived price are the indicators that bring impact to switching cosmetic preference on young girls and is it true that after switch their preference, the girls then have purchase intention. This research uses Structural Equation Modelling analysis with AMOS software. The results show that brand image, celebrity endorser, trust, perceived value and perceived price indeed bring impact to young girls switching cosmetics preference but switching preference doesn’t mean that the girls are having purchase intention. Suggestions that are proposed for the future researches are adding direct relationship from other variables to purchase intention, evaluate and widen the selection of respondent, also to create creative program to support the growth of local’s cosmetics market |