Abstract. South Korean culture or what is commonly called the Korean Wave, is no stranger to people in Indonesia. Moreover, in the beauty industry (K-beauty), South Korea is very popular with a variety of beauty products such as skin care which are loved by many people in the world so that they are known as the mecca of beauty for women. This was driven by the people's interest in the appearance of Korean people who have white, smooth and beautiful skin. This research examines the effect of foreign brand halo effect and beauty awareness on self-branded connection and willing ness to i payi morei in beauty consumption i especially is skincare product COSRXi and LANEIGE. This study also investigated the moderating role of age in this relationship. This study uses quantitative methods with conclusive objectives and causal research types. In taking the sample, this study used nonprobability sampling method and purposive sampling technique. Data was collected through an online survey that focused on two South Korean (K-beauty) beauty brands to 394 respondents as samples, then data were analyzed using SEMi analysis with iSmartPLS 4 software. The results of this study indicate that Self-brand Connection has the greatest influence on Willingness to Pay More. There is no difference between teenage and adult consumers in the effect of the Foreign Brand Halo Effect on Self-brand Connection. But there is a substantial difference between the 2 age groups in the effect of Beauty Consciousness on Self-brand Connection. Suggestions for this research are that it is hoped that this research can be used as a reference or reference for further research if there are similarities in the variables with further research even if it is with different objects.. Keywords: foreign brand halo effect; beauty awareness, brand relationship with consumers, Korean wave, skincare (2023-09-30)