Indonesia’s cosmetics industry is experiencing rapid growth, driven by a sizable and diverse market, with the Muslim population as the majority that considered halal- certified products. This study investigates the relationships between dynamic marketing capability (DMC), brand equity, brand image, and social media marketing in brand engagement and brand performance, specifically on the Wardah brand. As one of the most popular brands in the halal cosmetic sector, Wardah has effectively utilized its capabilities of product innovation, product quality, and social media marketing to strengthen consumer engagement, particularly among young adults. Furthermore, this study investigates how Wardah’s dynamic marketing capability allows the brand to adapt to market fluctuations, engage consumers through social media platforms, and maintain brand performance in the growing competitive markets and changing consumer preferences. Although Wardah has achieved success in brand positioning and market share, the study acknowledges the challenges it's facing in declining sales of several products. The findings contribute to giving a valuable insight into how integrated marketing strategies and their adaptive capabilities could increase brand performance and consumer loyalty.