The beauty industry, particularly skincare, is experiencing rapid growth in Indonesia, yet it faces challenges of overclaim that undermine consumer trust. This study aims to analyze the role of social media influencers, consumer reviews, and recovery marketing in rebuilding brand trust after a reputation crisis. Using a quantitative causal-comparative design with 100 respondents selected through purposive sampling, the study applies validity and reliability testing followed by multiple linear regression analysis. Results indicate that social media influencers (β=1.456, p<0.001) and consumer reviews (β=0.274, p=0.018) significantly enhance brand trust, while recovery marketing (β=0.233, p=0.128) shows a positive but insignificant effect. Together, these three variables explain 69% of the variance in brand trust, with influencers emerging as the strongest predictor. Findings suggest that external validation through influencers and consumer reviews plays a crucial role in restoring trust, whereas recovery marketing alone is insufficient. This study contributes to the literature by providing empirical evidence from Indonesia on post-crisis brand recovery, and highlights managerial implications for skincare companies to prioritize integrated strategies involving influencers and authentic consumer reviews while improving the design of recovery marketing. Future research is encouraged to explore mediating and moderating mechanisms that may strengthen the role of recovery marketing in this sector.

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