<![CDATA[This study examined how emotional consumer insight shapes purchase intention among female skincare users and whether brand trust and emotional attachment explain this relationship. A quantitative explanatory-correlational design was applied to 200 women aged 18-30 years who used skincare, had purchased the products used at least twice during the previous six months, actively used social media, and had encountered skincare-related information or promotions online. Data were collected using Likert-scale instruments and analyzed through mediation testing with JASP. Reliability testing showed satisfactory internal consistency for emotional consumer insight (α = .889), purchase intention (α = .861), brand trust (α = .839), and emotional attachment (α = .880). The findings indicate that emotional consumer insight positively predicts purchase intention and brand trust. 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