The digital era has significantly transformed consumer behavior, particularly in the beauty industry. This study aims to analyze the mediating effect of Fear of Missing out (FOMO) between beauty influencers and brand image on purchase intention for Wardah skincare products in Malang. Using a quantitative approach and survey method, data were collected through structured questionnaires from 160 respondents selected using simple random sampling. The variables examined include beauty influencer attributes (trustworthiness, expertise, attractiveness), brand image dimensions (brand function, attitude, impression, trust), FOMO aspects (fear, anxiety, worry), and purchase intention (exploratory, transactional, preferential). The results indicate that beauty influencers significantly influence FOMO and brand image. FOMO serves as a mediator, strengthening the relationship between beauty influencers and brand image on purchase intention. FOMO as a mediating variable is the most influential finding because it strengthens the relationship between other variables (beauty influencer and brand image) to purchase intention. FOMO acts as a bridge that connects psychology-based marketing strategies with real results in the form of increased purchase intention. Positive brand image and emotional appeal created through influencers effectively enhance consumer willingness to purchase products. This study concludes that integrating consumer psychology-based strategies, such as leveraging FOMO and collaborating with influencers, can enhance the effectiveness of marketing campaigns. The practical implications of this study highlight the importance of optimizing influencer roles to foster consumer engagement and strengthen the brand image of local products like Wardah. These findings provide strategic insights for the beauty industry to develop more relevant marketing approaches that align with consumer needs in the digital age.