This study investigates the influence of price sensitivity, brand credibility, and innovation on the repurchase intention of Indonesian beauty brands in the global market. It addresses critical challenges faced by these brands, including a strong reliance on imported products, high price sensitivity in local markets, and limited innovation strategies. Employing a quantitative approach, the research uses a Likert-scale questionnaire distributed to 150 respondents, with data analyzed through Structural Equation Modelling (SEM) to explore relationships among the variables. The findings indicate that price sensitivity does not positively affect repurchase intention (H1 not supported), while both brand credibility and innovation significantly and positively impact repurchase intention (H2 and H3 supported). These results emphasize the need for Indonesian beauty brands to enhance brand credibility through consistent product quality and trust-building efforts. Additionally, prioritizing product innovation, such as adaptive formulations and eco-friendly packaging tailored to global market demands, is essential for improving competitiveness and sustaining growth in international markets. Keywords: Price sensitivity, Brand credibility, Innovation, Repurchase intention. References: 36 (1990-2023)/Penelitian ini bertujuan untuk mengetahui pengaruh sensitivitas harga, kredibilitas merek, dan inovasi terhadap minat beli ulang merek kecantikan Indonesia di pasar global. Penelitian ini menggunakan metode kuantitatif dengan menggunakan kuesioner berbentuk skala likert. Analisis data dilakukan dengan menggunakan SEM untuk menguji hubungan antar variabel yang diteliti. Sampel yang digunakan sebanyak 150 responden. Berdasarkan hasil analisis dan pembahasan dapat disimpulkan bahwa sensitivitas harga yang lebih tinggi tidak berpengaruh positif terhadap minat beli ulang, sehingga H1 tidak terdukung. Kredibilitas merekyang lebih tinggi berdampak positif terhadap minat beli ulang, sehingga H2 terdukung. Peningkatan inovasi berdampak positif terhadap minat beli ulang, sehingga H3 terdukung. Kata Kunci: Sensitivitas harga, Kredibilitas merek, Inovasi, Niat pembelianulang. Referensi: 36 (1990-2023)