Perubahan pola konsumsi produk kecantikan berdampak terhadap industri kosmetik di Indonesia. Penelitian ini berfokus pada anteseden brand equity Sephora, meliputi perceived service quality, brand associations, brand awareness, brand loyalty, trust, brand personality, brand identification dalam membentuk brand equity Sephora di pasar yang kompetitif ini. Penelitian ini bertujuan menguji pengaruh perceived service quality, brand associations, brand awareness, brand loyalty, trust, brand personality, dan brand identification terhadap brand equity Sephora. Responden sebanyak 180 responden dikumpulkan dengan teknik non-probability purposive sampling dengan Google Form dan dianalisa menggunakan metode PLS-SEM (Partial Least Square - Structural Equation Modelling) dengan software SmartPLS dan uji statistik one-tailed test. Hasil penelitian menunjukkan brand association dan brand identification terbukti berpengaruh positif terhadap brand equity toko kosmetik Sephora, sementara perceived service quality, brand awareness, brand loyalty, trust, dan brand personality tidak menunjukkan pengaruh yang signifikan. Implikasi manajerial bagi Sephora yaitu perlu memprioritaskan strategi pemasaran komunitas dan kampanye personal untuk memperkuat keterikatan emosional pelanggan. Dengan implementasi strategi tersebut, Sephora dapat meningkatkan keterikatan emosional, meningkatkan loyalitas pelanggan, dan pada akhirnya akan meningkatkan brand equity. / The shift in beauty product consumption patterns has impacted the cosmetics industry in Indonesia. This study focuses on the antecedents of Sephora's brand equity, including perceived service quality, brand associations, brand awareness, brand loyalty, trust, brand personality, and brand identification, in shaping Sephora's brand equity in this competitive market. The research aims to examine the influence of perceived service quality, brand associations, brand awareness, brand loyalty, trust, personality, and identification on Sephora's brand equity. One hundred eighty respondents were collected using a non-probability purposive sampling technique through Google Forms and analyzed using the PLS-SEM (Partial Least Square—Structural Equation Modeling) method with SmartPLS software and a one-tailed statistical test. The results show that brand association and brand identification have a positive influence on Sephora's brand equity, whereas perceived service quality, brand awareness, brand loyalty, trust, and brand personality do not show significant influence. The managerial implication for Sephora is the need to prioritize community marketing strategies and personalized campaigns to strengthen customers' emotional attachment. By implementing these strategies, Sephora can enhance emotional engagement, increase customer loyalty, and ultimately boost brand equity.