Industri kecantikan, khususnya skincare, mengalami pertumbuhan pesat di Indonesia, namun menghadapi tantangan berupa overclaim yang dapat melemahkan kepercayaan konsumen. Penelitian ini bertujuan untuk menganalisis peran influencer media sosial, ulasan konsumen, dan recovery marketing dalam membangun kembali brand trust setelah krisis reputasi. Dengan menggunakan desain kuantitatif kausal-komparatif terhadap 100 responden yang dipilih melalui purposive sampling, penelitian ini melakukan uji validitas dan reliabilitas, kemudian dilanjutkan dengan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa influencer media sosial dan ulasan konsumen berpengaruh signifikan dalam meningkatkan brand trust, sementara recovery marketing menunjukkan pengaruh positif namun tidak signifikan. Secara simultan, ketiga variabel tersebut mampu menjelaskan 69% variasi brand trust, dengan influencer sebagai prediktor terkuat. Temuan ini menyiratkan bahwa validasi eksternal melalui influencer dan ulasan konsumen memainkan peran penting dalam memulihkan kepercayaan, sedangkan recovery marketing saja tidak cukup memadai. Penelitian ini berkontribusi pada literatur dengan memberikan bukti empiris dari Indonesia terkait pemulihan merek pasca krisis, serta menyoroti implikasi manajerial bagi perusahaan skincare untuk memprioritaskan strategi terintegrasi yang melibatkan influencer dan ulasan konsumen autentik sekaligus memperbaiki desain recovery marketing. Penelitian selanjutnya dianjurkan untuk mengeksplorasi mekanisme mediasi dan moderasi yang dapat memperkuat peran recovery marketing dalam sektor ini.

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