The expansion of the beauty sector in Indonesia has significantly accelerated post-pandemic, rendering it highly appealing to investors and entrepreneurs. While many newcomers want to thrive in this business, numerous large companies must maintain and enhance their brand appeal. Sariayu Martha Tilaar is one of them. This study intends to investigate Sariayu's performance, which has been declining in recent years despite its well-established reputation in the public eye. Prior study has demonstrated that brand reputation, brand personality, and brand experience influence other branding instruments related to brands and enterprises. This research employs a quantitative and descriptive methodology, with data collection conducted by surveys. The results indicate that Brand Experience positively influences Brand Reputation, Brand Personality positively affects Brand Reputation, Brand Reputation positively impacts Customer Service, Customer Service positively contributes to Brand Loyalty, and finally, Customer Service positively influences Brand Performance. This research seeks to enhance our comprehension of the relationship between these characteristics and their combined effect on a brand's performance and consumer perception.