This study aims to understand how value perception (i.e. the need for exclusivity, need for conformity, hedonic needs, and guilt) affect consumers' purchase intention. The context of global and local makeup brands, notably Maybelline and Make Over, is used in this study. Within the theoretical framework of this research, structural equation modeling is also used to examine the construct linkages. Consumers are more willing to purchase global or local makeup brands if they have trust in the brand's reliability, according to this survey. Finally, our research assists beauty businesses both globally and locally in being more involved, aware of their competitors, and aware of the gap that exists.