<![CDATA[The rapid growth of Indonesia’s beauty industry, increasing digital literacy among younger generations, and a strong cultural identity have contributed to the emergence of local beauty startups competing on social media and e-commerce platforms. However, limited research has explored how Indonesian consumers evaluate and respond to their digital marketing communication. This study examines Indonesian consumers’ expectations, preferences, and digital consumption toward local beauty startups. Using a qualitative descriptive approach, data were collected through in-depth interviews with five informants, supported by a literature review and participant observations. The findings suggest that the informants tended to be selective and critical when evaluating beauty products and digital brand communication. Authenticity, transparency, halal certification, and product credibility are key factors influencing trust and purchase decisions. Informants also highlighted the influence of social media, influencers, live shopping features, and AI-based recommendation systems in shaping online purchase decisions. The study contributes to consumer behavior and digital marketing communication literature by highlighting the interaction between cultural values, trust formation, and technology-driven consumer experiences. The findings provide insights for local beauty startups seeking to develop culturally relevant, transparent, and technology-oriented marketing strategies]]>
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