This research is concerned with the impact of influencer marketing on brand image in the beauty sector with special reference to the Scarlett Whitening brand. As social media keeps developing, influencers have become strong intermediaries between customers and brands, and they tend to shape perceptions, establish trust, and foster loyalty. The beauty sector, especially, has seen an increase in influencer-led campaigns, where product reviews, promo codes, and personal endorsements are the status quo for marketing campaigns. These exchanges extend beyond product promotion; they establish a connection between influencer and follower, and thereby shape the perception and experience of brands. In spite of increasing dependence on influencers, there is still doubt regarding how their credibility and extent of customer involvement with their posts influence purchasing decisions. The current study contends that influencers are not only champions of brands but also provide social value to endorsed products and thereby intensify customer perceptions and guide purchasing intentions within a highly competitive online environment.