Indonesians nowadays are increasingly image and fashion conscious. Daily make-up has become a basic need among working women. While women continue to be the dominant consumers of cosmetic products, men purchasing cosmetic products are steadily increasing. The popularity of K-cosmetics among Indonesian consumers are rapidly growing. According to Mintel’s global beauty analyst Andrew McDougall, Korean beauty trends have grown in popularity “clever digital marketing strategies” on social media that have gained the interest of Indonesia online users. This research is about the purchase intention towards Korean cosmetics in Shopee online mall with the purpose of exploring how Korean cosmetic brands succeed in online shops in Indonesia. Using qualitative approach and descriptive methodology, the results show the influence of purchasing Korea cosmetic products from Shopee online mall. / Masyarakat Indonesia saat ini semakin sadar akan citra dan mode. Tata rias harian telah menjadi kebutuhan dasar di kalangan perempuan pekerja. Sementara wanita terus menjadi konsumen dominan produk kosmetik, pria yang membeli produk kosmetik terus meningkat. Popularitas K-kosmetik di kalangan konsumen Indonesia berkembang pesat. Menurut analis kecantikan global Mintel Andrew McDougall, tren kecantikan Korea telah tumbuh dalam popularitas “strategi pemasaran digital pintar” di media sosial yang telah menarik minat pengguna online Indonesia. Penelitian ini adalah tentang niat pembelian kosmetik Korea di mal online Shopee dengan tujuan mengeksplorasi bagaimana merek kosmetik Korea berhasil di toko online di Indonesia. Menggunakan pendekatan kualiatif dan deskriptif metodologi, hasilnya menunjukkan niat beli konsumen Indonesia terhadap produk kosmetik Korea melalui mal online Shopee.